In this article a total of fifteen determinants of online shopping behavior have been identified that could have an impact on the strategic management process in e-commerce competitiveness. The main objective of the paper is to evaluate the impact of determinants of online shopping behavior on the strategic management process in e-commerce. The main research methods used in the research are as follows: analysis of secondary data, a questionnaire survey among a selected group of e-commerce companies, a critical analysis and a quality comparison of the actually applied determinants of online shopping behavior. The verification of hypotheses is realized using selected methods of statistical induction and descriptive statistics. In summary, the research has shown there is no relationship between evaluating the quality of determinants companies in e-commerce and evaluating the importance of determinants of online shopping behavior. Determinants have an important impact in the process of creating and realizing an e-commerce strategy, with all e-commerce companies regardless of their size being aware of their practical impact and importance. It can be concluded the importance and quality of determinants of online shopping behavior correspond to the type of strategy and strategic management process in terms of e-commerce competitiveness.

Buyer behavior of consumers plays one of the key roles in fulfillment of the main goals of a company. It is influenced by many external and internal factors but the company can also influence the final process of buyer decision-making process significantly by its activities. The subject matter of this article is an analysis of the features of online buyer behavior compared to the general regularities of buyer behavior, definition of the main motives of online shopping, and description of the current trends. The article uses the basic terminology of this subject and current bibliography as well as other resources. Theoretical knowledge is based on historic directions of Maslow’s theory of motivation where it is possible to find the basis for a buyer behavior analysis. The article is also based on the formerly carried out questionnaire survey which examines the motives and experience of the respondents with online shopping. By means of the independence test it is verified whether there is a relation between the age of respondents and motivation for online shopping. Subsequently, the survey carried out in person is compared with other relevant research solutions

The development of the online environment resulted in the formation of the behavior of all subjects in the online and offline market. This paper responds to current changes that significantly shape the whole society. Therefore, this paper aims to identify changes in online shopping before and during the COVID-19 crisis. The paper is based on primary research in the form of a questionnaire survey among a selected group of respondents that assess the determinants influencing their online shopping decisions before and during the ongoing COVID-19 crisis. The research showed that the COVID-19 crisis was reflected in changes in respondents’ online shopping behavior. Less than a third of respondents declared that they did not change their online shopping behavior during the COVID-19 crisis. The research showed that the frequency of online purchases had increased significantly (more than three times), as well as the percentage volume of goods purchased online. It can also be assessed that the COVID-19 crisis has an impact on future online shopping, and more than 40% of respondents do plan to shop online more after the COVID-19 crisis than during the crisis. However, the relationship between generational cohorts and changes in online shopping behavior before and during the COVID-19 crisis has been demonstrated. Online retailers should be prepared for these changes and should take these changes into account when designing and implementing their e-strategy and thus increase their competitiveness in e-commerce.

This paper deals with the importance of financial strategy development of small and medium-sized enterprises (SMEs) in the winery industry. The main objective of the paper is to identify the current financial strategy of small and medium-sized enterprises and afterwards to propose changes that lead to new financial strategy. The research methods are the selected methods of financial analysis, collecting data about the research sample of SMEs, modelling the financial strategy with the help of Vensim program and further simulation of this model in business practice. The model derives from the previous research activities. The purpose of this paper is also to verify the usage of theoretically created model in small and medium-sized entrepreneurship and find the optimal financial strategy in the area examined. The results of this paper show the selected area of small and medium-sized entrepreneurship uses mainly the financial strategy of maximum liquidity (conservative strategy) in all observed years (2010)(2011)(2012)(2013)(2014). This means the selected research sample of SMEs do not use progressive investment strategy with a further development. This result could highlight that SMEs in agricultural sector do not meet the financial strategy with corporate strategy focused on other business development. It is recommended to change this strategy into balancedfinancial strategy focused on higher profitability that could be used for the other expansion and development of the company.

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