The Importance of Online Shopping Behavior in the Strategic Management of E-Commerce Competitiveness

Svatošová, Veronika

doi:10.7441/joc.2020.04.09

Cited by 37 publications

(29 citation statements)

References 38 publications

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“…However, the most noteworthy finding of the study is that there is no evidence of the impact of both awareness and perception of e-commerce on the propensity to shop online in Somalia. This finding is contrary to the findings of widely accepted existing research (e.g., Das, 2016;Kashyap, Musante, & Donthu, 2008;Richard, Chebat, Yang, & Putrevu, 2010;Saleh, 2016;Svatosova, 2020). The result of these previous studies found evident relationships between awareness and perception of Internet shopping and propensity to shop online.…”

Section: Discussioncontrasting

confidence: 83%

“…This means Somali consumers still do not trust local and global online retailers. But this lack of consumer trust toward e-commerce sites is prevalent in Africa (Naberesah, 2014) and depends on many other factors (Svatosova, 2020). Although this fear of online risk is more of a psychological risk than a real financial or technological risk (Han & Kim, 2017), African consumers still need reassurances that their interaction with e-retailers is safe and protected, which can be created through good marketing communication tools (Kovanoviene, Romeika, & Baumung, 2021).…”

Section: Discussionmentioning

confidence: 99%

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Online Payment Options and Consumer Trust: Determinants of E-Commerce in Africa

Lee

2021

IJEK

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The purpose of this paper is to investigate the effect of online payment options and consumer trust on the awareness and perception of e-commerce in Africa. A five-construct model was developed and empirically tested utilizing the structural equation modeling (SEM) technique to probe answers for the variables under study. 760 professionals and college students who reside in Somalia responded to our online questionnaire, then 744 clean responses were selected after removing uncompleted answers. The study results determined that the availability of locally popular payment options such as mobile payment in Africa affects the level of awareness and public perception towards e-commerce. Moreover, the current global online payment options overlook the local technologies popular in Africa. Also, consumer trust was found to be a good determinant of the awareness and perception of e-commerce in the Least Developed Countries (LDCs). This paper finds that including more payment options would make a difference in Africa. It also shows that low consumer trust could be solved if consumers are given assurances for their online financial transactions. This paper contributes to the existing literature proving that various online payment options and consumer trust can be strong determinants of e-commerce, even in LDCs such as Somalia. Also, it added a new value to the current understanding of the impact of both awareness and perception of e-commerce on the propensity for online shopping by finding contradictory results in our research context.

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Section: Discussioncontrasting

confidence: 83%

Section: Discussionmentioning

confidence: 99%

Online Payment Options and Consumer Trust: Determinants of E-Commerce in Africa

Lee

2021

IJEK

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“…This earlier research shows that consumers remain to some extent insecure about e-commerce transactions. It also entails that managing this uncertainty is a key issue for e-commerce managers (Svatosova, 2020). In addition, previous research discusses some issues of uncertainty based on the fact that the consumer is unable to fully observe the seller's performance: adverse selection (hidden information) and moral hazard (hidden conduct) (Pavlou et al, 2007).…”

Section: Literature Reviewmentioning

confidence: 99%

Identification of Uncertainty Factors in the Consumer Behaviour of the New Generation of Customers at the E-commerce Level

Horváth

Gavurová

Bačík

et al. 2021

JoTS

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Even though two decades have passed since the introduction of e-commerce in the B2C model, the uncertainty posed by the online environment makes many consumers reluctant to engage in online commerce. The buyer's behaviour is inherently uncertain, given that the buyer's decisions have consequences that cannot be fully predicted. In the relationship between the buyer and the seller, the perceived uncertainty is defined as the extent to which the buyer cannot accurately predict the outcome of the transaction due to factors related to the seller and the product. This paper deals with the uncertainty of the new generation of customers in the process of electronic commerce. Based on the analysis of previous research in the field of perception of and understanding of uncertainty in online transactions, the aim of this paper is to identify the sources of perceived uncertainty of Generation Y when shopping online. Research in this area was carried out using the method of the main components, based on which five factors related to uncertainty and concerns in the process of electronic commerce were extracted. The paper identifies the main factors of uncertainty perceived by customers and also verifies the correlation between these factors and the intention of the Millennials to buy. The subject matter is relevant and applicable both to the area of products but also to the area of services in the field of tourism and hospitality.

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“…Consumer loyalty could be one of the main factors in strengthening market competitiveness and strengthening the sustainable competitive advantage [47]. Other determinants of online shopping behavior that could have an impact on the strategic management process in the competitiveness of e-commerce can be website design, the intensity of interactive communication with the customer and the credibility of the e-store [48].…”

Section: Literature Reviewmentioning

confidence: 99%

Opportunities and Challenges of Companies from the Romanian E-Commerce Market for Sustainable Competitiveness

et al. 2021

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Consumer behavior differs from country to country, which may implicitly influence the financial performance of e-commerce companies. The paper’s objective is to study the characteristics of the companies from the Romanian e-commerce market for sustainable competitiveness. The empirical analysis was a quantitative and qualitative one. For the qualitative analysis of the studied sample, variables that represent the specific characteristics of companies were taken into account, the most relevant of which will be included as control variables in econometric models. Research results highlight that the recognized companies registered lower values of financial performance, they influence each other and for the company to improve the customer relationship, they have to invest in brand consolidation. The practical implications can be for managers to focus on companies’ branding, improving customer relations, disclosing more information about the company, the products they sell online, and sustainability actions to have sustainable competitiveness.

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The Importance of Online Shopping Behavior in the Strategic Management of E-Commerce Competitiveness

Cited by 37 publications

References 38 publications

Online Payment Options and Consumer Trust: Determinants of E-Commerce in Africa

Online Payment Options and Consumer Trust: Determinants of E-Commerce in Africa

Identification of Uncertainty Factors in the Consumer Behaviour of the New Generation of Customers at the E-commerce Level

Opportunities and Challenges of Companies from the Romanian E-Commerce Market for Sustainable Competitiveness

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