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In the most recent years, social, innovative, economic and political changes in the European context have characterized consumers' behaviours. The paper aims to understand if the use of electronic commerce differs in a situation characterized by uncertainty.

An innovative approach to categorising online consumer behaviour considers the self-determination theory and basic psychological needs in an uncertain scenario. The research is based on a quantitative analysis obtained by clustering algorithms on a sample of 1,000 digital users in European countries. A structured questionnaire was administered online and distributed through the leading online social platforms and direct mailing.

The results show online activities during changes in consumer behaviour patterns and retailers' strategies. This research will allow online retail managers and practitioners to obtain important information to help them define appropriate customer-oriented strategic actions to enhance value in the electronic context for both customers and firms.

The innovation of this research approaches the categorization of online consumer behaviour by exploiting the self-determination theory in an uncertain scenario. Precisely, the novelty of this research is to highlight three detailed categories of electronic commerce consumers, namely, unwilling, halfback and digital, to collect, store and disseminate information about these categories of Online Consumers Behaviours.