An Exploration of Online Behavior of Asian and European Netizens: A Conceptual Phenomenological Comparative Review

Abstract

This research utilizes conceptual analysis to investigate the divergence of online behavior between netizens in Asia and Europe. The focus of this study is to identify variants of online consumer habits in the two regions and analyze the main factors that influence them. This study has significant relevance for business entities targeting online consumer markets in Asia and Europe, as it provides crucial insights for designing more targeted marketing strategies. In its analysis, this paper highlights the most striking difference between Asia and Europe regarding the number of netizens, where Asia has a much larger number of internet users. This not only reflects the size of the market, but also reflects the difference in the level of digital technology adoption between the two regions. However, there are similarities in user preferences regarding the use of mobile devices such as smartphones and tablets for online shopping activities in both regions, in line with the global trend towards mobile e-commerce. Asia shows huge market potential thanks to the rapid growth of the digital economy in countries such as China, Japan and South Korea, as well as in the Southeast Asia region. On the other hand, Europe has a promising e-commerce market, especially in countries such as Germany, Poland and Norway, although some countries still lag behind in infrastructure and social delivery services.