Determinants of electronic commerce - the factors of acceptance in Montenegro

The paper presents the results of the level of adoption of e-commerce in Montenegro and provides an overview of the factors which slows the use of its full potential. The aim of the research is to create a picture of the perception of e-commerce in terms of consumer and to identify the determinants that can be affected in order to create a better environment for electronic transactions in Montenegro. Quantitative research (conducted through survey) and qualitative research (conducted through assessment of web sites of companies that are on the supply side), are associated with the subjective judgment of the authors, in order to better examine the key issues that affect the decision on the online store. Research has shown that the potentials of electronic commerce in Montenegro are great, but that there is still not a critical mass of users. On the other hand, in companies that are on the supply side, there are ambitions, but there is not enough knowledge to further examine the potential of electronic commerce and properly direct the offer to the different categories of clients.