Consumer Behavior and Digital Services

This book analyzes the conditions for the development of e‑services and digital services in the European Union. It covers the technological, legal, ethical, and regulatory perspectives, including the present and anticipated EU regulations and directives, as well as the broader digital environment in which contemporary consumers operate. Special attention is devoted to user security, digital competences, levels of knowledge, and awareness of various cyberthreats encountered in everyday use of e‑services and digital services.

Theoretical chapters, based on a comprehensive review and secondary research, provide a solid conceptual framework for an in‑depth analysis of developments in digital services markets. They are complemented by an extensive empirical section that draws on highly detailed research conducted among a large cohort of Generation Z, encompassing a wide range of e‑services and digital services, technologies used, and consumer security and digital competences of service users. Each chapter is enriched with the authors' empirical findings to confront existing research and literature with the results of their study, thus offering an up‑to‑date, multidimensional diagnosis and highlighting key implications for policy, education, and business practice.

This innovative book will appeal in particular to scholars and post-graduate students in the fields of consumer behavior, consumer law, marketing, technology and innovation management.

Alicja Fandrejewska-Nowakowska is Assistant Professor at the Institute of Management at Warsaw University of Life Sciences, Warsaw, Poland. Her research interests focus on consumer behavior, digital transformation, knowledge and learning processes in contemporary organizations, as well as the role of digital technologies and cybersecurity in education, management, and sustainable development.

Monika Eisenbardt is Assistant Professor at the University of Economics in Katowice, Poland. Her research interests focus on business informatics, knowledge management, business–consumer knowledge exchange in digital environments, as well as the application of artificial intelligence in education and organizations.

Tomasz Eisenbardt is Assistant Professor at University of Warsaw, Warsaw, Poland. His areas of interest include computer science and business informatics. In particular, his research focuses on virtual learning environments, digital transformation, management information systems, the role of digital technologies in education and organizational development, applications of AI, data engineering, and information systems modeling.