Xanthidis, D; (2008) Ecommerce in Greece (2001-2007): From a business and a consumer perspective. Doctoral thesis , UCL (University College London).

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Abstract

It is common knowledge among Greek information and communication technology professionals and business people that despite the considerable growth of internet users' population to levels comparable to the rest of the digitally developed European Union counties, eCommerce activity is at a standstill at almost just over the 0 level. The results of the various surveys conducted locally are quite interesting statistically but do not explain the reasons Greece is not progressing towards the digital economy through the growth of eCommerce activity. This research is an attempt to break the norm in an effort to provide some insightful information about what is going wrong in Greece in relation not to internet penetration but to eCommerce activity. For this purpose on one hand business, marketing and technology executives were asked to share their understanding on certain qualitative issues related to the utilization of the technology and their strategic approach towards it through structured interviews with them. Additionally the web sites of a quite significant number of local medium and large size companies were evaluated based on a certain template designed for this purpose in an effort to compare executives' thoughts with actual deeds. On the other hand, everyday consumers, not particularly internet users, were conveniently sampled to express their concerns about eCommerce practice and reveal the reasons behind their hesitation to actively get involved with it. The results point to disappointing low investments in technology and poor organization of eCommerce strategies or completely lack of it despite the fact that professionals are fully aware and appreciative of the benefits such an undertaking would have if done properly. This was also verified by a number of the local web site designers interviewed during the study. As of the consumers, it verified their negative attitude towards eCommerce and provided the reasons behind this reality. There is a certain gap to be bridged between business people and the consumers which the study identifies while suggesting possible solutions to the problem.

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