The perception of market and e-commerce

Abstract

The article discloses the perception of market, which is important talking about e-commerce. E-commerce is a phenomenon without borders. This global dimension of e-commerce proposes different themes such as taxation, jurisdiction, consumer protection, and market perception. One of them (the perception of market) is investigated from different perspectives in this paper and the perspective of e-commerce as well. The analysis of economic scientific literature on e-commerce published by Oxford University Press, Cambridge University Press, Harvard University Press, Springer, M. E. Sharpe, Routledge, etc. show that 35% of the authors (from 0,54 mln. in total) give attention to the issues of markets. Most of these authors investigate e-market (virtual market), business-to-consumer market and only some of them define the market. In the literature on marketing published by leading world publishers 53% of the authors (from 0,9 mln. in total) analyse the issues of markets. Most of the authors discuss the issues of market segmentation, market potential, and market entry (by ranking order). From all of the authors only 0,17% of the authors investigate the perception of relevant market [].