중동부유럽

The global expansion of e-commerce has transformed consumer shopping patterns, blurring the lines between physical and online retail. With the influx of foreign residents in cities worldwide, understanding the purchasing behavior of foreign city users has become crucial. This research aimed to discern differences in online and in-store purchasing between these foreign city users and local residents. Through multinomial logistic regression, the study revealed three significant predictors for online purchasing: gender, foreign city user status, and age. Females were 42.6% less likely to purchase online compared to males. Foreign users, without an official foreign status, were also less inclined to make online purchases. Meanwhile, the 18-29-age group showed the highest online purchasing propensity. The study also highlighted the need for businesses to adapt their strategies by focusing on cultural sensitivity, language support, and optimizing last-mile logistics. Insights, understanding these dynamics, could be vital for (physical and online) retailers which need to adapt to the changing urban consumer landscape.