Assessing the Effects of Delivery Attributes on E-Shopping Consumer Behaviour

Emília Guerra Dias,Cassiano Augusto Isler,Leise Kelli De Oliveira

doi:10.3390/su14010013

Emília Guerra Dias, Cassiano Augusto Isler + Show 1 more

Open Access

https://doi.org/10.3390/su14010013

Copy DOI

Abstract

E-consumer behaviour plays a vital role in e-commerce worldwide. This paper addresses the importance of delivery time, delivery fee, and delivery reception, and the influence of delivery fee and reception on e-consumers’ behaviour by analysing the following hypotheses: delivery attributes affect e-shopping behaviour, and delivery attributes affect e-consumers’ behaviour according to their sociodemographic characteristics. Data were obtained from a web-based survey with Brazilian e-consumers, and logistic regression and artificial neural network models were estimated to assess consumer behaviour. We found that delivery fee willingness to pay and privacy are affected by delivery times according to gender. Delivery fees affect the e-consumer according to gender, the habit of purchasing books and leisure products, privacy, promotions, and pricing, and influence the e-shopping decision by age, purchase of electronic products, and promotions. Delivery reception is relevant according to age, income, gender, frequency of e-shopping, privacy, and pricing. Furthermore, delivery fees influence the e-shopping decision by age, purchase of electronic products, and promotions. Finally, delivery fee, willingness-to-pay, and privacy are characteristics influenced by reception on the e-shopping decision. Further analyses would include the dynamic aspects of e-consumer behaviour and the impacts of COVID-19 in the e-consumption patterns and its effects on e-commerce deliveries.

Highlights

Received: 1 December 2021The Internet has contributed to the expansion of e-commerce as online personalised purchases have increased considerably in the last decades
Delivery attributes affect e-consumers’ behaviour according to their sociodemographic characteristics
This paper analysed the influence of delivery attributes on e-shopping consumer behaviour

Summary

Introduction

The Internet has contributed to the expansion of e-commerce as online personalised purchases have increased considerably in the last decades. China was the world leader in e-commerce sales in 2020, and the highest percentage growth was observed in Argentina [1]. Brazil and Mexico were the Latin-American leaders in 2020, with 31% and 28%, respectively [1]. 112.4 billion were spent in the online market in Brazil, followed by Mexico (31.5 billion) and Colombia (14.5 billion in 2020) [1]. Shoes, and cosmetics are the leading product categories among Brazilian shoppers. This paper addressed e-commerce in Brazil, an emergent market, which reached 8% of total sales in 2020

Objectives

Results

Discussion

Conclusion