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FOREIGN TRADE UNIVERSITY FACULTY OF INTERNATIONAL BUSINESS DEPARTMENT OF RESEARCH METHODS AND ECONOMIC FORECAST *** FINAL EXAMINATION REPORT RESEARCH PROPOSAL: THE IMPACT OF E-COMMERCE ON CONSUMER BEHAVIOR Subject: Research Methodology for Economics and Business Code: KTEE206 Class: KTEE206(GD1_HK2_2223).8 Group members: No Full name Nguyễn Khánh Duy Đỗ Lê Hoàng Cao Khánh Linh Nguyễn Khánh Linh Nguyễn Phương Linh Student ID 2212340022 2212340037 2212340047 2212340050 2212340051 Lecturer: Nguyen Thu Trang Hanoi, April 21st 2023 GROUP PRECENTAGE DISTRIBUTION No Full name Nguyễn Khánh Linh Cao Khánh Linh Nguyễn Phương Linh Nguyễn Khánh Duy Đỗ Lê Hoàng Distribution (%) 23% 23% 19% 18% 17% TABLE OF CONTENT CHAPTER 1: ABSTRACT CHAPTER 2: INTRODUCTION .4 2.1 Introduction 2.2 Research Question .5 2.3 Research Objectives CHAPTER 3: LITERATURE REVIEW 3.1 Factors influencing customers' purchasing decisions .5 3.1.1 Competitive prices 3.1.2 Customer service 3.1.3 Customer feedback .6 3.1.4.Trust and loyalty 3.2 Customer perception and attitude about e-commerce 3.3 Consumer behavior's significance in advancing e-commerce platforms' marketing strategies .8 3.4 The impact of e-commerce on customers’ buying behavior .8 3.4.1 Enhancing consumers' purchasing desire 3.4.2 The acceptance of e-shopping 3.4.3 The risk perception of consumer 3.5 Research gap CHAPTER 4: RESEARCH METHODS AND DESIGN 10 4.1 Quantitative design 10 4.1.1 Research purpose 10 4.2 Data collection 10 4.2.1 Research strategy 10 4.2.2 Sample and population .11 4.3 Research design 11 4.4 Data analysis 14 4.4.1 Sample size determination 14 4.4.2 Data analysis method 14 4.5 Ethical considerations .15 CHAPTER 5: RESEARCH SCHEDULE 15 CHAPTER 6: IMPLICATIONS AND CONTRIBUTION TO KNOWLEDGE 16 6.1 Scientific implications .16 6.2 Social implications .16 CHAPTER 7: REFERENCE 16 CHAPTER 1: ABSTRACT The primary objective of the investigation is to collect quantitative data that will explain the evolution of the phenomenon and how it affects customer behavior Based on the literature that is pertinent to the project, the report also employs surveys to investigate customer behavior Additionally, the increase in online shopping is closely observed, a comparison of consumer behavior across countries is made This article supports research questions, including current trends, numerous issues with online purchasing, and crucial factors that influence customer behavior The conclusions also indicate that online shoppers' perceptions of risk and trust have a significant effect on their purchases The most common reasons for shopping online are customer confidence, privacy concerns, and security concerns The consumers trust to a website affects their decisions to purchase More specifically, the empirical evidence demonstrates how e-commerce companies create marketing tactics based on the analysis's results Keywords: E-commerce, online shopping, consumer behavior, consumer concerns CHAPTER 2: INTRODUCTION 2.1 Introduction Today, the marketing industry is experiencing increased competition because of the digital age and the Industrial Revolution 4.0 Because marketing is integral to the expansion and development of the economy, it influences multiple aspects of daily life This is done to ensure that a successful marketing system helps a nation's future The behavior of individual consumers and the social environment will be affected as human civilization evolves and the environment changes, causing the changes This transformation also influences the way consumers live their lives: they shop for goods at different stores to satisfy their needs (Kim , 2016) The most significant aspect of corporate success in every industry is marketing You must learn how to behave to receive this pleasure, otherwise, marketing will be ineffective Additionally, e-commerce, a platform that facilitates electronic transactions between consumers and businesses on the internet, has increased the pleasure of customers Consumer behavior is the action that a person undertakes to carry out the procedure of product selection, purchase, and consumption of items and services to satisfy their desires and preferences According to Kassim (2008), Kuan (2008), and Kim (2016), the world becomes more advanced leads more people becoming interested in shopping in current markets One of the things that is allegedly luring customers away from traditional markets and toward modern ones is consumer behavior This is because the product quality is seen as being higher and the price is perceived as being cheaper in today's market Customers also like how simple and adaptable modern shopping is Numerous transactions may now be completed online thanks to advancements in technology and telecommunications networks It is simple for buyers and sellers to conduct business online without having to meet personally 2.2 Research Question The primary goal of this study is to examine "what influence e-commerce has on the overall customer buying behavior," with the following supporting questions: - What are the patterns of consumer purchasing behavior? - Has e-commerce changed the way people make decisions? - What is the preception of consumer on e-commerce? - What is the relationship between consumer behavior and e-commerce? 2.3 Research Objectives For this study, the following research objectives are established: - To recognize and assess various customer purchasing patterns - To investigate how e-commerce satisfies the buying behavior of its clients - To explore how e-commerce platforms influence customer psychology and use more potent stimulation techniques CHAPTER 3: LITERATURE REVIEW The internet has expanded swiftly over the past two decades, and an information technology-driven global digital economy is likewise beginning to take shape Thanks to the long-term growth of the internet, a dramatic increase in online users and high-speed internet connections and the creation as well as application of contemporary technology for web development have occurred Most businesses that have an online presence handle their coordination and fulfillment as well as their online marketing and sales operations through an online shop or e-commerce platform Consequently, the development of various ecommerce companies has been exponential More individuals are moving away from traditional purchasing to one that depends more on internet buying The creation and use of e-commerce platforms have had a worldwide impact The global e-commerce trend has been defined as an upward ascent and is expected to continue increasing from 2021 to 2023 Ecommerce is rising and is already steadily reducing the market share held by traditional retail 3.1 Factors influencing customers' purchasing decisions Millions of customers establish and sustain brand-new online shopping routines and behaviors According to Voinea and Filip (2011), "new consumer" or new consumer categories have emerged recently and have risen greatly in terms of their economic relevance These customers differ from those more common consumers in terms of attitudes, Document continues below Discover more from: Phương pháp nghiên tron… KTE206 Trường Đại học… 4 documents Go to course Nhóm-4 - tiểu luận 16 cuối kỳ Phương pháp nghiên cứ… None Proposal trans - đề 12 xuất nghiên cứu_bả… Phương pháp nghiên cứ… None Thực hành dự báo 10 Thực hành chi tiết… Phương pháp nghiên cứ… None Ahead with CPE SB - 192 18 -quan hệ kinh tế quốc tế 100% (1) [ Group 4] Analysis on China's Belt and Roa… quan hệ kinh tế quốc tế 100% (1) objectives, and buying habits Here, we'll explore a few of the major causes that affect Correctional customers' purchase decisions among the many other elements Reasonable prices, excellent Administration customer service, positive customer feedbacks, and trust are some of the reported drivers 3.1.1 Competitive prices Criminology 96% (113) Prior research has demonstrated that consumers prioritize pricing above other decisionmaking factors (Guo , 2020) Competitive pricing is still the key attraction for clients and, thus, positively affects their purchase decisions Most consumers frequently search for merchandise offers at really low or even reduced prices One of the most vital factors for the favorable outcome in e-commerce is still offering competitive prices (Urne, 2020) According to Tanir (2018), competitive pricing is one of the most considerable aspects that influence up to 80% of consumer purchasing decision-making Additionally, he asserted that approximately 90% of internet shoppers are considered as "masters of deal hunting" Customers may now sign up for alerts from multiple e-commerce stores for a variety of items, making it easier to compare the offered goods Modern technologies and comparative shopping engines enable this Consumers may find out the lowest and best rates available right now for the products or services they desire with the use of this comparison 3.1.2 Customer service Another the major touchpoints that continues to impact how consumers decide what to buy is customer service Wertz (2017) estimates that acquiring new customers is around seven times more expensive than maintaining an existing clientele Therefore, providing top-notch customer service may increase sales and profits while also assisting companies to finally stand out in the fiercely competitive market 3.1.3 Customer feedback According to an online research from eMarketer, 61% of respondents said they read blogs, online feedbacks, and other customer ratings before making decision to purchase the novel commodity or service More than 80% of respondents stated that these evaluations had at least some influence on their purchase choices (eMarketer ., 2008) This thesis is supported further by a research (Urne, 2016), which declares that certain consumers may find the reviews provided on e-commerce platforms useful when making judgments regarding the real items Numerous favorable reviews also give prospective buyers further details about the product Product sales are greatly influenced by the functionality of the product, the popularity of the feedbacks, and the validity of the source 3.1.4.Trust and loyalty Trust is indicated to be even more crucial in e-commerce due to the lack of rules controlling it and the fact that online services and products are sometimes not quickly validated by customers (Gefen and Straub, 2004) Customers' perceptions of risk and their trust in online suppliers may both be seen as behavioral beliefs that may influence whether they make a purchase (Teo and Liu, 2007) Frequently, one of the main factors preventing people from making purchases from e-commerce websites is a lack of trust To maintain a long-term relationship between the client making the purchase and the online retailer, trust is regarded as the essential element Consumer trust and loyalty are strongly intertwined Without the loyalty pact, even the best-designed e-business model would fall short In addition to making more purchases from the company, devoted consumers regularly referred new friends and relatives to the online store, creating another lucrative stream of revenue Referrals may be valued in traditional trade, but the Internet magnifies this effect since "mouse and keyboard" information spreads far more quickly with a few clicks than by word of mouth (Reichheld & Schefter, 2000) 3.2 Customer perception and attitude about e-commerce In e-commerce, it is crucial to investigate the connection between customer preferences and income The consumer theory in economics is a significant theory in this context that analyzes how to balance the relationship between customer preferences and budget to maximize product utilization (Leboff, 2011) The theory emphasizes that consumers attempt to maximize the value they receive for the money they spend on a product while taking into account the restrictions that financial constraints place on their alternatives The theory also examines how customer preferences, substitution, and income affect the purchases they make Many societal influences and environmental factors can impact behavior For the success of the finished goods, it is crucial to comprehend consumer behavior A business must understand the factors that influence consumer purchasing decisions to be effective with its E-commerce strategy Few products are appealing to all consumers; therefore, an internet strategy should concentrate on figuring out the values of the market via survey, focus groups, and psychological analysis Businesses can then use this information to inform their future strategy (Park and Kim, 2008) Businesses can communicate with their current and potential new customers successfully thanks to e-commerce Companies must be conscious of how their products are perceived by their consumers, although, as online, and conventional clients are very different from one another (Huang et al., 2009) Advertising a product through a website with a design focused on relevant, in-depth, and engaging material that appeals to the buyer is one way to portray product quality Online shoppers pay close attention to factors like product cost and value for money E-commerce sites should successfully accommodate user requirements Consumers contrast how they believe a product performs with predetermined criteria Results are confirmed when the observed behavior is in line with expectations; otherwise, disconfirmations occur On other hand, confirmation and rejection determine consumer’s happiness and dissatisfaction (Varadarajan and Yadav, 2002) However, consumer attitudes play a significant role in understanding internet shopping behavior Sharma (2011) enumerated six elements to assess how customers perceive online shopping: risk perception, control, convenience, price, service quality, and website usability He listed the factors as follows: affordability, quality of service, control, and degree of difficulty Several factors that may influence a customer's online buying behavior are categorized into four primary categories: the product's value, the online experience, the quality of the service, and the perceived danger of doing so Retailer size and reputation impact consumer confidence as well 3.3 Consumer behavior's significance in advancing e-commerce platforms' marketing strategies Consumption is a significant aspect of human behavior (Liu Yaya, 2020) Consumption has become one of people's most fundamental societal behaviors because of the rise of the consumer society Human society has progressively evolved into a more ideal consumer society because of the ongoing development of productive forces Contrasted with the impoverished era of agricultural society, the modern consumer society enables people to appreciate material possessions through consumption and shopping Consumption has over time evolved into a type of societal philosophy and one of the most significant avenues for achieving happiness (Cao Shuwen, 2022) As it attempts to strengthen the discipline's conceptual foundation, consumer behavior research consistently innovates in tandem with the rise of social production Due to the advent of the Internet era and the spread of ecommerce platforms, the study of consumer behavior has grown increasingly specialized in recent years The marketing approach of e-commerce platforms is becoming more heavily influenced by consumer behavior The contribution of customer behavior to the marketing strategy of e-commerce platforms has also grown dramatically The marketing of the e-commerce platform covers a wide range of activities (Zhai Jinzhi, 2020) To encourage product delivery, the e-commerce platform itself must rely on consumer purchasing patterns Because online purchases not take place in person, the ecommerce platform must pay special attention to consumer demands to achieve the objective of developing a comprehensive service terminal Additionally, there is a requirement to maximize service quality improvements The use of big data platforms, user tracking, and data analysis that was modified to consider the user's purchasing circumstances to display pertinent information on the platform are some of the ways that consumer behavior can assist the e-commerce platform marketing system as much as possible in this process The expansion of market research through consumer behavior, the creation of conducive environments for monitoring consumer behavior and promoting the further growth of e-commerce platforms are all facilitated by the promotion of goods and similar prices based on understanding customer purchasing requirements 3.4 The impact of e-commerce on customers’ buying behavior 3.4.1 Enhancing consumers' purchasing desire Customers have more convenient options, and shopping opportunities have risen Lack of time has caused the trend of online sales to grow increasingly prevalent, and many individuals now choose to internet shopping for products and services Working individuals and professionals buy the services they need at their homes or places of business since they lack the time to travel to markets They respect online shopping for all its advantages (Mittal, 2013) Additionally, e-commerce sites frequently provide sizable promotional discounts, such as Shopee Sale or Lazada Such promotional reductions can spark clients' attention and persuade them to make a purchase in four elements: product psychology, pricing psychology, advertising psychology, and promotion psychology This drive to purchase frequently includes a variety of goods (Zhang Chuang, 2022) In other words, users will accumulate the products offered at the lowest price and progressively gain more confident in the e-commerce platform because of their rising need to buy 3.4.2 The acceptance of e-shopping The intrinsic and extrinsic variables that drive people to purchase and sell things online demonstrate that this is a goal-oriented activity for the customers One of the main causes of using the internet is for its inherent components, such as entertainment This kind of internal drive may contribute to consumers' adoption of internet purchasing These techniques also persuade customers to conduct online shopping Happiness and enjoyment are what motivate people to use the internet (Lima et al., 2016) Customers want to buy things online for their satisfaction because they want to enjoy it and show that they trust technology This kind of shopping establishes the level of quality, usefulness, enjoyment, and trust On the other hand, trust and pleasure play a significant part in driving the adoption of online purchasing 3.4.3 The risk perception of consumer Consumer trust and perceived risk both have a significant impact on what they choose to purchase Consumer trust and privacy concerns are two key elements that affect online shopping These elements may affect consumers' purchasing decisions Some consumers continue to avoid making online purchases as they are dissatisfied with the goods’ quality or not feel secure doing so (Lip-Sam & Hock-Eam, 2011) Companies must uphold trust within their target market since consumers base their purchasing decisions on their level of trust Many businesses lose potential clients and their credibility because they are unable to develop trustworthy relationships with their customers online 3.5 Research gap E-commerce has had great commercial success because of its openness and consumerfriendly business model It offers a very solid platform for expanding the company in the market, as was already noted E-commerce has also been effective in gaining consumers' trust by improving the security of their personal data, which is regarded as its greatest accomplishment Future success of e-commerce will be aided by this trust But just as technology is evolving daily, so too are the market and the customer Customers' adoption of new technologies into their everyday lives is changing the needs and wants of the market Because of e-commerce and its seamless integration into daily life, consumers are getting more sophisticated, and their way of life and standard of living are changing As life experiences fast change, so will consumer expectations for online shopping Customers' shopping habits will also be influenced by how they now utilize e-commerce in their daily lives Research on how customer buying habits have changed due to the advent of ecommerce will thus soon be required It will make it possible for e-commerce companies to evaluate consumer demand and respond quickly to changes in that demand (Vashisht, A., 2015) CHAPTER 4: RESEARCH METHODS AND DESIGN 4.1 Quantitative design The researchers determined that the study required statistical information to ensure that the results are plausible and justified Additionally, using a quantitative design enables the researcher to support their conclusions with mathematical, statistical, and scientific methodologies Consequently, it increases the validity and dependability of the study results 4.1.1 Research purpose Mixed studies: Descriptive and Explanatory The nature for the research project is the combination of descriptive and explanatory studies The purpose of descriptive research is to gain accurate profiles of situations or people Additionally, explanatory research indicates a situation or problem about the relationship between variables (Saunders, Lewis, and Thornhill, 2019) According to this study's aim, the researchers demand a sharp vision of the current situation of e-commerce and the present behavior and perception of consumers in the e-commerce environment Moreover, the researchers require a profound understanding about the relationship between e-commerce and consumer behavior and the ways that these variables impact each other The selection of descriptive and explanatory research is thought to fulfill this project's aim 4.2 Data collection Primary data The researchers have chosen a primary source as data collection by considering the purpose of the current study since the research requires present and reliable information on the variables influencing customers' buying behaviors By choosing primary sources, the researchers can formulate the research questions which provide accurate statistical data related to the study's purpose without including extra additional variables Additionally, primary data provides researchers with information according to preferences, without any interference of social, religious, and political factors 4.2.1 Research strategy Survey 10 This research used surveys as a data collection strategy since this method helps gather information that can be analyzed using descriptive and inferential statistics In addition, data can be used to create models of certain correlations between variables and provide potential explanations for such interactions 4.2.2 Sample and population Non-probability sampling For selecting the technique of sampling, the researchers chose a non-probability sample for the research since the population parameters are not possible to individually identify Moreover, in non-probability sampling, each unit in the target population does not have an equal chance of being included in the report since the researchers chose it from a specified community or population so non-probability sampling is less challenging and timeconsuming To cover a large audience and collect a variety of responses, the questionnaire will be distributed online through sending emails and social media platforms For the part of the geographical dispersion of a sample, the researchers prefer to disseminate the questionnaire to Hanoi residents, since it is considered as the city with the diversity of people's characteristics For the part of classifying participants and respondents for the questionnaire, the researchers guaranteed that only those who engage in online shopping and interconnect with the e-commerce markets are categorized Additionally, the researchers ensured that participants were 18 years of age or older and both males and females were considered for data gathering, regardless of social, religious, or political issues 4.3 Research design The research team carried out a survey on a quantitative research method with the purpose of understanding the relationship between variables: e-commerce features and consumer behavior The questionnaire was created on Google Forms to collect data for the research process This survey includes parts, and each part we used diverse questions, which will be explained below Part 1: Information about participants This part includes six questions collecting data on gender, age, annual income, personal preference on online shopping and the frequency of purchasing online These background questions were category questions, which mean participants can only fit one category Respondents must consider all listed options before choosing one, therefore researchers can easily classify participants into groups based on their background The questions in Part are preconditioned and participants are required to fill in this part Part 2: The factors influencing consumer behavior 11 This part includes nine questions collecting information about which factors impact consumer behavior The questions in this part were based on the factors found in the literature review, such as: Competitive prices; customer feedback; e-marketing influence; positive and negative factors that may influence purchasing habits To collect a diversity of responses, three question forms are used in this part: Likert-style rating scale, closed question and multi-select question To collect data on the e-commerce factors, impact on consumer behavior, Likert-style rating scale is the most suitable For each factor, participants were given the same set of alternatives which represent: Highly disagree; Disagree; Neutral; Agree; Highly agree The query below is a part of Likert rating scale: Please indicate your opinion on competitive prices in ecommerce Highly agree Disagree Neutral Agree Highly agree You concern about goods’ price You often compare prices of different brands Online shopping offers great discounts and rewards You are spontaneous to buy merchandise with original price To collect data on the preference and priority of respondents, closed questions with predetermined answers are applied All the prearranged options are retrieved from literature review Here are the samples from the survey: Risk perception Consumer rights Convenience What is your priority when perceiving Affordability online shopping? Service quality The value of the products Reputation of the product, website, or the online store To measure the participants’ awareness about e-commerce influence, a multi-select question model is reasonable All questions using this model are required The question below is one of the representations for this model in the survey: Availability of products Choose the factors that can increase your 12 frequency of online shopping Competitive pricing Convenience Customer review Customer service Loyalty and trust Other Part 3: The consumer perception about e-commerce The following questions collect data on participants’ attitude, experience, and trust level about e-commerce According to the aim of this study, the question about trust level is the most crucial in this part and is designed in Likert-style rating scale with a set of variables: No opinion; Not at all; Pretty important; Important; Very important When purchasing online, how important are these No Not at all following factors for you to opinion feel trust to purchase online on the Internet? Pretty important Important Very important Secure payment system and the opportunity to choose payment method Information about security works how Policy for managing personal information Standard terms regarded of the order form and the confirmation of the order or purchase The probability to ask questions and get help directly, online or by telephone The reputation of the brand The functionality of website (user-friendly) the 13 Detailed information about the company on the website Price of the products/services The full version of our survey is attached in the link below: Survey: How e-commerce impacts on consumer behavior 4.4 Data analysis 4.4.1 Sample size determination Sample size determination when population is unknown The sample size of the case in this topic is unknown because it is impossible to determine the number of people who have used and purchased on e-commerce markets In this case, we apply the formula of Yamane Taro (1967): Note: n: Sample size that needs to be determined Z: The value of the Z distribution based on the selected reliability Typically, the reliability percentage is 95% which is equal to Z=1.96 p: Percentage of successful n sample size estimation We choose p = 0.5 so that the formula of p(1-p) is the largest, this ensures the guarantee for the sample n estimates e: Allowed error Usually, the three common error rates are: ±01 (1%), ±0.05 (5%), ±0.1 (10%), however, the most common is ±0.05 According to the formula, the sample size needs at least 385 respondents However, to raise the level of reliability, the researchers determined the sample size is 400 respondents 4.4.2 Data analysis method After collecting all answers from respondents, all the data will be re-organized by Microsoft Excel The Likert-style rating scale will be analyzed by SPSS software (Statistical Package for the Social Sciences) to evaluate the survey participants Due to the research's purpose to discover connected variables and justify the reliability of the statistics by Cronbach Alpha, SPSS is the most suitable software in analyzing data since SPSS can swiftly develop new variables based on the given information, allow data to be displayed in several types of charts and most importantly, SPSS has a support for Vietnamese language 14 4.5 Ethical considerations To ensure that the study is conducted ethically, the following measures will be taken: - Informed consent will be obtained from the participants - Confidentiality and anonymity will be maintained throughout the study - All the information and data included in this research are thoroughly validated and analyzed to ensure an accurate output CHAPTER 5: RESEARCH SCHEDULE Research phase Background research and Literature review Research design planning Writing Revision Objectives Time - Organize general meetings for discussion and brainstorming ideas - Identify the impacts of e-commerce on consumer behavior - Recognize gaps in the existing literature - Use new knowledge to refine research questions - Select an appropriate research method and 10/04/2023research strategy 17/04/2023 - Design questionnaires - Finalize sampling method and data analysis methods - Complete a research proposal 18/04/202321/04/2023 22/04/202323/04/2023 - Ensure alignment with research goals - Print and bind final work - Submit 05/04/202312/04/2023 CHAPTER 6: IMPLICATIONS AND CONTRIBUTION TO KNOWLEDGE 6.1 Scientific implications By identifying a variety of factor that influence a consumer’s decision to shop online, including convenience, price, product availability, perceived risk, and trust; the research has made a significant contribution to our understanding of how consumers interact with online platforms and how it affects their purchasing decisions 15 6.2 Social implications Research provides insights into the ways that online shopping affects consumer behavior and decision-making, which may help businesses and policymakers develop measures to improve online shopping experiences and the progress of e-commerce Moreover, the research can help customers in making wise judgments while purchasing online so they can receive the best deal possible Overall, a more effective and efficient e-commerce environment that benefits both customers and businesses, which benefits society can be created CHAPTER 7: REFERENCE Cao Shuwen (2022) Analysis of the mechanism of cross- border e-commerce platform empowerment affecting customer lock-in: the mediating effect of customer participation and trust [J] , pp 106-110 Columbus, L (2020) [Online] Retrieved from: https://www.forbes.com/sites/louiscolumbus/2020/04/28/howcovid-19-is-transforming-e-commerce/#2774 (Accessed: April 2023) eMarketer (2008) [Online] Retrieved from https://www.emarketer.com/Article/Online-Reviews-Sway-Shoppers/1006404 (Accessed: April 2023) Gefen, D and Straub, D.W (2004) ‘Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services’, , 32(6), pp 407–424 Available at: https://doi.org/10.1016/j.omega.2004.01.006 Guo, M (2020) ‘Consumer preference analysis: A data-driven multiple criteria approach integrating online information’, , 96, p 102074 Available at: https://doi.org/10.1016/j.omega.2019.05.010 Indian Kim, DJ, Yim, MS, Sugumaran, V., & Rao, HR (2016) Web assurance seal services, trust and consumers' concerns: An investigation of e-commerce transaction intentions across two nations 25(3), pp 252-273 Kassim, NM, & Abdullah, NA (2008) Customer loyalty in e commerce settings: an empirical study 18(3), pp 275-290 Kaushik, K (2018) ‘Exploring reviews and review sequences on e-commerce platform: A study of helpful reviews on Amazon.in’, , 45, pp 21–32 Available at: https://doi.org/10.1016/j.jretconser.2018.08.002 16 Kuan, HH, Bock, GW, & Vathanophas, V (2008) Comparing the effects of website quality on customer initial purchase and continued purchase at e-commerce websites 27(1), pp 3-16 10 Leboff, G (2011) Kogan Page Publishers 11 Lima, Y J., Osmanb, A., Salahuddinc, S N., Romled, A R., & Abdullah, S (2016) Factors Influencing Online Shopping Behaviour: The Mediating Role of Purchase Intention , 35, pp 401-410 Lip-Sam, T., & Hock-Eam, L (2011) Estimate the determinants of B2B Ecommerce adoption among small & medium enterprises 12 (1), pp 15-30 Liu Yaya, Li Shuang, Li Xiaotong (2020) Online shopping perceived risk measurement and consumer behavior analysis based on e-commerce data [J] 35(11), pp 77-84 14 Mittal, A (2013) E-commerce: Its Impact on Consumer Behaviour , 3, pp 131-138 15 Park, D.Y and Kim, S (2008) The Effects of Consumer Knowledge on Message Processing of Electronic Word-Of-Mouth Via Online Consumer Reviews (4), pp 399–410 16 Reichheld, F F., & Schefter, P (2000) E-Loyalty: , August [online] Available at: https://hbr.org/2000/07/e-loyalty-your-secret-weaponon-the-web (Accessed: April 2023) 17 Saunders, M.N.K., Lewis, P and Thornhill, A (2019) Eighth Edition New York: Pearson, pp 186-189 18 Sharma, A (2011) "Take off of online marketing: casting the next generation strategies", Vol 12 No 4, pp 202-208 Available at: https://doi.org/10.1108/17515631111155160 19 Tanir, B (2018) Pricing Strategy: Retrieved from https://prisync.com/blog/ultimate-ecommerce-pricing-strategies/ (Accessed: April 2023) 20 Teo, T.S.H and Liu, J (2007) ‘Consumer trust in e-commerce in the United States, Singapore and China’, , 35(1), pp 22–38 Available at: https://doi.org/10.1016/j.omega.2005.02.001 21 Urne, A (2016) 17 22 Varadarajan, P.R and Yadav, M.S (2002) ‘Marketing strategy and the internet: An organizing framework’, , 30(4), pp 296–312 Available at: https://doi.org/10.1177/009207002236907 23 Vashisht, A (2015) E-tailing: The Indian scenario Number 2, April-June’ 2015, Volume 4, Voinea, L., & Filip, A (2011) Analyzing the Main Changes in New Consumer Buying Behavior during Economic Crisis 1(1), pp 14-19 25 Wertz, J (2017) Retrieved from https://www.forbes.com/sites/jiawertz/2017/08/18/exceptionalcustomer-service-is-key-to-e-commerce-gro (Accessed: April 2023) 26 Wolf, C., Joye, D., Smith, T W., & Fu, Y (2016) Available at: https://doi.org/10.4135/9781473957893 Zhai Jinzhi (2020) Analysis of Internet User Consumption Behavior Based on Big Data [J] pp 46-49 28 Zhang Chuang, Si Haolun, Tian Min (2022) B2B E- commerce Platform: Research Progress and Future Directions [J] 37(01), 28-37+49 18
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