Abstract:

Advances in information technology are a key factor influencing the process of globalization (Tkachenko et al., 2021; Autio et al., 2021).This, in turn, results in the unification of behavioral patterns, thus impacting on the creation of consumer purchase behaviors in different parts of the world. Globalization leads to a change in the organization of social and economic life of people, manifested, among others, by the fact that they tend to travel more often, inexpensive modes of transport to the most remote parts of the world are becoming increasingly available, and societies gain a relatively easy access to information and data from all over the world. As a result, it can be assumed that the world is indeed ‘getting smaller’ (Rothert, 2011).