Consumers' purchasing behavior in e-commerce furniture’s sales in Greece

Abstract

This research aims to investigate the behavior and attitudes of Greek consumers regarding online furniture sales. The main tool of the research was a specific structured questionnaire which was completed by 300 Greek consumers, in the post-Covid-19 period, in the year 2023. The main conclusions of the research were that a significant number of Greek consumers to a lesser or greater extent carry out electronic purchases for the furniture shopping, which is a distinct target market for furniture businesses. Their degree of satisfaction with online furniture shopping is high and the main factor in their online furniture’s purchasing decision is the attractive price and it varies according to their educational level. Also, the online ads appear to have a large influence on consumer purchases, while social media’s platforms Facebook and Instagram are commonly used for this. The highlighting of this research’s results regarding the opinions and attitudes of consumers in online furniture’s sales could contribute decisively to the decision-making of Greek furniture companies in order to satisfy the new desires and expectations of furniture consumers.