Abstract
The issue of online shopping behavior is gaining importance with the continued development of e-commerce. E-commerce businesses that aim to be successful in the online market in the long run must consider the factors of online shopping behavior when creating and implementing their e-commerce strategy. This paper is focused on the strategic behavior of e-commerce from a perspective of the online customer. The aim of the paper is to evaluate the strategic position of e-commerce businesses that focus on online sales of electronics, based on their strategic behavior from the customer’s perspective. The first objective is to identify the current factors of online shopping behavior in the industry of online electronics. The second obejctive is to identify the current economic performance and financial strategy of e-commerce businesses and their relevance to strategic behavior in e-commerce. The third objective is to identify the possible differences in strategic behavior of e-commerce SMEs and e-commerce large businesses. The research methods employed were: situation analysis, benchmarking, quantitative research, selected methods of financial analysis. The selected methods of statistical induction were chosen to verify the research hypotheses. A research sample of 89 e-commerce businesses selling online electronics was selected for this research. It was found that most e-commerce businesses apply a balanced e-strategy based on the assessed factors of online shopping behavior that does not correspond to the progressive growth of e-commerce. Fifteen factors were identified that influence customers when choosing and buying electronics online. It was also found that the strategic behavior of e-commerce businesses is influenced by factors of online shopping behavior. Finally, it was found that the current balanced e-strategy of e-commerce businesses does not correspond with conservative financial strategy.
Highlights
The issue of online shopping behavior in the online environment is gaining importance based on many studies (e.g., Pilík 2012; Pilík et al 2017a, 2017b; Prashant 2009; Richard et al 2010)
Main research Hypothesis 2 (MH2): The strategic behavior of e-commerce businesses is influenced by factors of online shopping behavior
The results show the larger e-commerce business is, the higher the quality of identified factors is evaluated
Summary
The issue of online shopping behavior in the online environment is gaining importance based on many studies (e.g., Pilík 2012; Pilík et al 2017a, 2017b; Prashant 2009; Richard et al 2010). Businesses in e-commerce that want to be successful in the long run must adapt their e-commerce strategy to the online shopping habits of their customers (Kim et al 2009; Martín and Camarero 2009; Roca et al 2009; Pereira et al 2016; Svatošová 2018, 2019a; Wang et al 2010). The basis for successful e-commerce strategy creation and implementation is the consideration of current factors of online shopping behavior identified by previous studies (Akman et al 2015; Kim et al 2018; Ke et al.2017; Yanes-Estévez et al 2018). One of the key elements of a successful e-commerce strategy is the implementation of the needs and current online habits of potential and existing customers.
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
