Internet consumer behavior in Cyprus

This chapter aims to investigate the relationship of Cypriots with the Internet and to comprehend their corresponding consumer behavior, constructing in parallel a set of critical factors influencing this behavior and ultimately drawing explicit and prescriptive conclusions on the subject. The methodology is based primarily on quantitative primary data and secondarily on qualitative primary and secondary data. The research methods employed include: a questionnaire survey of 750 interviewees used to obtain generic Internet usage and related information on Cyprus; 10 experts’ semi-structured in-depth interviews; and a second questionnaire survey of 130 interviewees used to obtain behavior-specific data. The results are largely consistent with similar researches in other developed countries in terms of this new technology adoption and with similar demographic patterns such as greater penetration among the young and the more educated. The motivators underlying Internet shopping behavior are also similar and include speed, convenience, and information. Critical factors affecting Internet purchase are found to include predominantly product variety, quality, and price. In terms of “negative motivators”, again consistent with existing international patterns, “security” and “protection of private data” are found to dominate Internet shoppers’ concerns. The results are finally interrelated and developed to each conclusions regarding both online and “brick-and-mortar” business in Cyprus.