Assessing the Factors Influencing Consumer Behaviour in E-Commerce  Platforms

Sean Calvin Shin Ching Yong; Rui Tian Huan; Wen Sern  Poh; Muzaini  Osman; Dany Chi Wai Ng

doi:10.11594/ijmaber.04.10.25

Authors

Sean Calvin Shin Ching Yong Centre for Research and Graduate Studies, University of Cyberjaya, 63000 Cyberjaya, Selangor, Malaysia
Rui Tian Huan UCSI Graduate Business School, UCSI University, 56000 Cheras Kuala Lumpur, Malaysia
Wen Sern Poh Graduate Student Services, Intown Design and Marketing Solutions Sdn. Bhd., 56000 Cheras, Kuala Lumpur, Malaysia
Muzaini Osman School of Accounting and Finance, Nilai University, 71800 Negeri Sembilan, Malaysia
Dany Chi Wai Ng DCentre for Postgraduate Studies, Douglas Business School, 999077 Tsim Sha Tsui, Hong Kong PRC

DOI:

https://doi.org/10.11594/ijmaber.04.10.25

Keywords:

Consumer behaviour, E-Commerce, Online retailer

Abstract

This paper examined the various factors proposed in the literature that have potential to impact consumer behaviour within the context of e-commerce platforms. The field of consumer behaviour involves the analysis of the actions and reactions of individual consumers in response to business practises. This is particularly pertinent within the realm of e-commerce and online retail, as they differentiate themselves from traditional commerce by virtue of their unique functionalities and characteristics. It is worth noting that e-commerce has the ability to distinctly impact consumer behaviour. By employing questionnaire surveys to gather data and evidence, followed by conducting various forms of analysis such as descriptive and inferential analysis, we have ascertained that consumer behaviour can be positively influenced by factors such as sales and promotion, a favourable reputation of the e-commerce retailer, and a satisfactory user experience. This study has effectively identified the distinctive factors that empower e-commerce retailers to exert influence over consumer behaviour. It is suggested that these findings possess the potential to contribute significantly to the current body of knowledge on e-commerce retailing.

Downloads

Download data is not yet available.

References

Amaro, S., & Duarte, P. (2015). An integrative model of consumers' intentions to pur-chase travel online. Tourism manage-ment, 46, 64-79.

Aparicio, M., Costa, C. J., & Moises, R. (2021). Gamification and reputation: key deter-minants of e-commerce usage and repur-chase intention. Heliyon, 7(3), e06383.

Bhatti, A. (2018). Sales promotion and price discount effect on consumer purchase in-tention with the moderating role of social media in Pakistan. International Journal of Business Management, 3(4), 50-58.

Cheung, M. K., Chan W. W., & Moez, L. (2005). A Critical Review of Online Consumer Be-haviour. Journal of Electronic Commerce in Organisation, 3(4), 1-19

Chiguvi, D., & Guruwo, P. T. (2017). Impact of customer satisfaction on customer loyalty in the banking sector. International Jour-nal of Scientific Engineering and Re-search, 5(2), 55-63.

Hasan, B. (2016). Perceived irritation in online shopping: The impact of website design characteristics. Computers in Human Be-havior, 54, 224-230.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed). United Kingdom: Cengage Learn-ing.

Horvath, J., Gavurova, B., Bacik, R., & Fedorko, R. (2021). Identification of Uncertainty Factors in the Consumer Behaviour of the New Generation of Customers at the E-commerce Level.

Jøsang, A., Ismail, R., & Boyd, C. (2007). A sur-vey of trust and reputation systems for online service provision. Decision sup-port systems, 43(2), 618-644.

Khosla, M., & Kumar, H. (2017). Growth of e-commerce in India: An analytical review of literature. IOSR Journal of Business and Management (IOSR-JBM), 19(6), 91-95.

Lien, C. H., & Cao, Y. (2014). Examining WeChat users’ motivations, trust, atti-tudes, and positive word-of-mouth: Evi-dence from China. Computers in human behavior, 41, 104- 111.

Lusardi, A., & Mitchell, O. S. (2017). How ordi-nary consumers make complex economic decisions: Financial literacy and retire-ment readiness. Quarterly Journal of Fi-nance, 7(03), 1750008.

Luther, L., Tiberius, V., & Brem, A. (2020). User Experience (UX) in business, manage-ment, and psychology: A bibliometric mapping of the current state of research. Multimodal Technologies and Interaction, 4(2), 18.

Moriset, B. (2018). e-Business and e-Commerce.

Montano, D. E., & Kasprzyk, D. (2015). Theory of reasoned action, theory of planned be-havior, and the integrated behavioral model. Health behavior: Theory, research and practice, 70(4), 231.

Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a rela-tional, multichannel service provider. Journal of the academy of marketing Sci-ence, 31(4), 448-458.

Nguyen, D. H., de Leeuw, S., & Dullaert, W. E. (2018). Consumer behaviour and order fulfilment in online retailing: A systematic review. International Journal of Man-agement Reviews, 20(2), 255-276.

Pandey, P., & Pandey, M. M. (2021). Research Methodology Tools and Techniques.

Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase

behavior online: A cross-cultural ap-proach. Heliyon, 6(6), e04284.

Schatzberg, E. (2018). Technology: critical his-tory of a concept. University of Chicago Press.

Ullah, S. E., Alauddin, T., & Zaman, H. U. (2016). Developing an E-commerce web-site. In 2016. International Conference on Microelectronics, Computing and Com-munications (MicroCom) (pp. 1-4). IEEE.

Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. In-ternational Journal of Information and Decision Sciences, 11(3), 209-233.

Wei, C., Yu, Z. J., & Chen, X. N. (2017). Research on social e-commerce reputation for-mation and state-introduced model. Ky-bernetes.

Weichert, S., Quint, G., & Bartel, T. (2018). Quick guide UX Management: So Verankern Sie Usability und User Experi-ence im Unternehmen. Springer-Verlag.