Wirkung von Live-Chats in Online-Shops auf die Kaufentscheidung

The internet has developed into a lifestyle for people. Its use is not limited to obtaining and accessing information only, but to fulfill various needs. The change in people's lifestyles from offline shopping has led to a significant increase in the e-commerce market. Various marketplaces such as Shopee began to offer various kinds of convenience to meet the needs of the community by shopping online. Changes and developments in technology have made changes in customer behavior from purchasing through offline shops to through online shops or through e-commerce and marketplaces, this also affects purchasing decisions in buying a product or service.In this study, researchers used the explanatory method using a quantitative approach. The population of this study were Shopee users in Malang City who had made at least one purchase transaction. The data collection technique is by distributing questionnaires. The sample for this research was taken using purposive sampling technique with Malhotra's formula, which amounted to 70 respondents at Shopee users in Malang City. The variables in this study are Live Streaming (X1), Online Customer Review (X2), Purchase Decision (Y) and Trust (Z). The data analysis method used is validity test, reliability test and PLS test or Partial Least Square with the help of smart PLS software version 3. 0.The results of this study indicate that Live Streaming has a significant effect on Trust, Online Customer Review has a significant effect on Trust, Live Streaming has a significant effect on Purchasing Decisions, Online Customer Reviews has a significant effect on Purchasing Decisions, Trust has a significant effect on Purchasing Decisions. In indirect effects, it was also found that the results that Live Streaming on Purchasing Decisions did not mediate Trust were rejected and Online Customer Review on Purchasing Decisions mediated Trust was accepted.

Purpose – Despite the growing popularity of internet based social media on e-commerce platforms, systematic examination of the emerging phenomenon is scarce. This paper aims to study whether online retailers ' social activity on e-commerce platforms improves their business performance, and if it does, what are the underlying mechanisms. Design/methodology/approach – The paper proposes a typology of online retailers ' social activities on e-commerce platforms. Then drawing on social capital theory and social network theory, the authors develop hypotheses that relate online retailers ' social activities to their business performance. The hypotheses are tested using a large dataset collected from an e-commerce platform in China. Findings – The paper shows that: online retailers ' social activities for friend-making improve their business performance, regardless of the directional attribute of the activities; social activities for advice-seeking decrease online retailers ' business performance; and social activities for advice-giving increase online retailers ' business performance. Research limitations/implications – The data in the empirical study are from an e-commerce platform in China, hence the research results may lack generalisability. Therefore, researchers are encouraged to test the proposed hypotheses further. Practical implications – The paper includes implications for e-commerce market makers and online retailers operating on e-commerce platforms. The authors show that online retailers ' social activities on e-commerce platforms can be an important source of business value. However certain types of social activities may hurt online retailers ' business performance, implying the necessity of a thoughtful social activity strategy in online marketplaces. Originality/value – This paper represents an early effort to study whether online retailers ' social activities on e-commerce platforms improve their business performance and the underlying mechanisms of the effect.

Purpose: This study aims to explore and analyse how online product reviews influence the purchase decisions of consumers in Palayamkottai. With the rapid growth of e-commerce and digital platforms, online reviews have become crucial sources of information for potential buyers. This study aims to understand the extent to which these reviews affect consumer behavior, trust, and final buying decisions within the local context of Palayamkottai. This study examined the level of awareness and reliance on online product reviews among consumers in Palayamkottai. This study helps assess whether demographic variables such as age, gender, income, and education moderate the impact of online reviews on purchase decisions. This study provides insights for online retailers and marketers on how to leverage product reviews to improve consumer trust and increase sales in the region.Methodology: This study adopts a descriptive research design to analyse the impact of online customer reviews on purchase decisions. It is based on subjectivity rather than objectivity, process-oriented rather than results-oriented, and content-oriented rather than results-oriented. The impact of online reviews is involved, and the situation is based on experience formation. A questionnaire was created to collect the required data, which were accumulated efficiently. Both primary and secondary data were used in this study. Convenient sampling was used to collect data and examine the impact of online reviews of customers on purchase decisions. The sample size of the study was 77. A convenient sampling method was used to select a sample of 77 respondents for the study. Statistical tools used for this study are simple percentage analysis, weighted average method, Garrett’s ranking method , one sample t test, t test and ANOVAFindings: Respondents’ opinions on the level of satisfaction with online reviews are not equal to the average level. Specifically, the mean scores for helpfulness, accuracy, and reliability of online reviews were above average, whereas the mean scores for availability and overall impact of online reviews were below average. This suggests that respondents are generally satisfied with the quality of online reviews but are less satisfied with their availability and overall impact, highlighting the need for businesses to improve these aspects to increase customer satisfaction and loyalty. There was no significant difference between male and female respondents regarding the factors that influence their purchase decisions using online reviews. The p-values for all statements were greater than 0.05, suggesting that the differences between male and female respondents were not statistically significant. There were no significant differences among the age groups regarding the factors that influence respondents’ purchase decisions using online reviews. The p-values for all statements were greater than 0.05, suggesting that the differences among the age groups were not statistically significant. This implies that respondents across different age groups are influenced by similar factors, such as authenticity and trust, overall rating and trends, and detailed feedback, when making purchase decisions using online reviews, highlighting the similarities in decision-making processes among age groups.Future research Direction: This study is limited to Palayamkottai in the Tirunelveli district, India, and focuses on online shoppers in this region. It explores the impact of online reviews on purchase decisions for various products, including electronics, clothing, groceries, and beauty products. This study examined online reviews from multiple sources, such as e-commerce platforms, social media, and review sites, providing a snapshot of online shoppers’ behaviour and attitudes at a particular point in time. Therefore, the findings may not be generalisable to other regions, populations, or contexts.

HOW NUTRITION-FACT INFORMATION INFLUENCES ONLINE FOOD SALES

Price, service quality and purchasing decisions are played important roles in tourism market management. Therefore, many empirical studies have been carried out to enhance customer purchasing decisions through price and service quality. Nonetheless, there is a limited number of studies in emerging tourism destinations and marketing. This study aims to analyse the influence of price and service quality on customers’ purchasing decisions. This research was carried out at the Tais Market, Kolmera, Dili. Data was collected by using questionnaires distributed to 395 respondents using accidental sampling technique, and hypotheses were tested using SMART-PLS 3.0. The results showed that both price and service quality have significant impacts on customers’ purchasing decisions. This study enriches the empirical studies on price, service quality and customers’ purchasing decisions, particularly in emerging tourism destinations and markets. This study implies that to enhance customers’ purchasing decisions, the Tais Market needs to offer products at a reasonable and fair price as well to keep improving the tangible and intangible services.

This research aims to investigate the role of internet marketing, word-of-mouth and brand awareness on purchasing decisions in online stores. The respondent sampling technique used in this research is a non-probability sampling technique, which uses a purposive sampling technique. The responses to this research were from 468 online store consumers. Measurements of “Internet Marketing”, “Word of Mouth Communication”, “Brand Awareness” and “Purchasing Decisions” were carried out using a seven-point Likert scale, ranging from strongly agree (1) to strongly disagree (7). In this research, the data was analyzed using the Partial Least Square (PLS) method with SmartPLS version 3.0 software. The stages of research data analysis are outer model testing, namely unified validity and reliability, inner model testing and hypothesis testing. Based on the results of data analysis, it is concluded that internet marketing, word-of-mouth and brand awareness had positive and significant effects on purchasing decisions. Better internet marketing will improve consumer purchasing decisions, brand awareness plays an important role in consumer purchasing decisions, and consumers will carry out word-of-mouth activities and tell other people about consumer experiences after consuming products, electronic word of mouth can help consumers in making buying decisions. Based on the results of data analysis, the study provides managerial implications as follows: online stores should evaluate the Internet marketing strategy used by the company by looking for information about what is currently trending among the public and forming a special team to carry out Internet marketing strategies to make them more attractive and creative and provide more complete information regarding products are marketed so that they attract consumers to make purchasing decisions.

This study aims to determine Website Quality, Information Quality and Buyer Trust in Purchase Decisions at Shopee's online shop in DKI Jakarta. The data analysis technique is multiple linear regression and uses the SPSS program. The results of this study indicate that there is an influence between Website Quality on Purchase Decisions seen from the tcount value of 2,214 and significant. For Purchase Decisions, it can be seen from the tcount that is equal to 3.131 and is significant. For Buyer Trust on Purchase Decisions, which can be seen from the tcount value, which is 3,490 and significant. Partially or stimulus has a strong influence among the three variables, the most significant is the Buyer Trust variable (X3). The results of this study expect Trust to increase Buyer Trust (X3) which can support Purchase Decisions.

Which is more important in Internet shopping, perceived price or trust?

Having many advantages that traditional shopping lack of, online shopping is now enjoying its predominance and rapid development in Malaysia. In many previous researches, focus has been found in the relationship between consumer trust and its antecedents. The objective of this study is to examine some factors affecting consumer trust in Malaysia as well as to investigate the relationship between trust and purchasing decision. A questionnaire was distributed among bank employees of CIMB Bank Berhad. Correlations and regressions were used in analyzing the data. This paper provides evidence that trust in online shopping is built on information quality, online consumer review and site quality. It also proves that trust contributes to the online purchasing decision.

Background: In Cameroon, the announcement of the emergence vision of the country by 2035 seems to have been a booster for e-commerce as more and more people are engaging in the use of the internet. Further, in 2017, the e-commerce retail business global revenue generated stood at $2.3 trillion, with 59% of this revenue generated from the online retail business in the Asia-Pacific region, while the Middle East and Africa accounted for just 1% of the revenue. Purpose: Despite the growth of Electronic commerce over the past decades, a significant concern for the successful proliferation of e-commerce is the issue of consumers’ trust in Internet vendors. This study examines the customer perception factors on customer purchase decisions relative to e-commerce platforms, focusing on the trust factor. Methodology: The study was carried out in three key regions in Cameroon, namely Bamenda, Douala, and Yaoundé. The study adopted a survey research approach. Primary data was collected with the use of questionnaires administered to 234 participants. Ordinary least squares (OLS) and Ordered Probit linear regression analyses were conducted to test the hypotheses of the study. Since the condition for OLS to be used is that the data variables should be continuous, we used the Multiple Correspondence Analysis (MCA) to compute indices for the data collected, and it was converted into continuous variables. Findings: The findings show that the way customers assess the security, the risk involved in purchasing online and the privacy or confidentiality policy of the e-commerce platforms significantly influence their purchase habits. Customers turn to purchase less regularly if they have negative perceptions of the platforms. The coefficient of the perceived privacy policy is also negative (-0.128), which indicates that perceived privacy policy relates negatively to customer probability of increasing purchase decisions. Further, results revealed that there is a significant partial mediation effect of customer trust as it diminishes the negative effect of customers and potential customers' perceived security and perceived risk on customer purchase decisions. In effect, customer perception influences customer trust positively or negatively and depending on the effect of perceptions on customer trust, customers are likely to modify their purchase decisions. The researchers found that out of the factors studied, perceived security, perceived privacy, and perceived risk have a negative but significant effect on the purchase decisions of e-commerce customers when controlling for the mediator. The study recommends that despite the aforementioned factors which play a great part in determining how and why consumers buy on their platforms, they should not overlook the infrastructure (internet, logistics, shipping) which hosts those platforms and how these products get to their customers. Originality/Value: This study contributes to the body of knowledge on e-commerce and is of great value given the growing nature of digital transactions across the world. Conclusion: The results of this study confirmed that security, privacy, website quality, perceived risk, and guarantees presented significant predictors of trust and purchase decisions. These variables have a significant positive effect on purchase decisions. Likewise, the results demonstrated that perceived security, perceived risk, and perceived privacy are the most powerful predictors of purchase decisions mediated by trust. This further implies that retailers should create websites that model simplicity yet incorporate strong security mechanisms and slick designs that would engender consumer trust and, by extension, promote confidence in online transactions.

Previous research states that viral marketing has an important role in increasing consumer purchasing intentions, viral marketing can also encourage increased brand awareness. This research aims to analyze the relationship between Viral marketing and purchasing decisions, Brand awareness and purchasing decisions, and Viral marketing and purchasing decisions. This research method is quantitative through surveys, research data was obtained by distributing online questionnaires to 720 selected online shop customers in Indonesia using a simple random sampling method, and the online questionnaire was designed using statement items with a Likert scale of 1 to 7. Data analysis used a structural equation model based on covariance (CB-SEM) with SmartPLS 4.0 software to analyze research data. The independent variables are viral marketing and brand awareness, and the dependent variable is purchasing decisions. The stages of data analysis are validity testing, reliability testing, model fit testing, and significance testing of hypothesis testing. The results of this research are that Viral marketing has a positive and significant relationship with purchasing decisions, Brand awareness has a positive and significant relationship with purchasing decisions, and Viral marketing has a positive and significant relationship with purchasing decisions. Viral marketing is one of the factors that can influence purchase intentions. Viral marketing is expected to have multiple effects because many people who receive the message can convey it to tens or even hundreds of other internet users. Brand awareness can influence consumers toward purchasing decisions, which states that brand awareness has a significant influence on purchasing decisions.

Background of this study is the internet technology improvement through social media Instagram which has huge potential on online selling. It found the fraud case that occurs through Instagram it is causes purchasing decreases. Price, information quality and purchase interest as the main factors which causes someone to shopping via online. The research cases study implementing to an online shop which is engaged in the food sector. This research used 5 variables such as consumer trust, price, information quality as an independent variable, online purchasing decisions as a dependent variable, with purchasing interest as variable intervening. This research used SmartPLS 3.0. The research method that used is qualitative approach, the associative type research, data collection technique used questionnaire, and the type of data that used is primary data which obtained of 95 respondents which already shopping via online in Instagram. The result showed that consumer trust, price, and information quality on purchasing interest with consumer trust and purchasing interest on the purchasing decision which has positive effect and significant, while price and information quality has no effect on the purchasing decision. Purchase interest is able to mediate between consumer confidence in purchasing decisions, the price of the purchase decision, and the intention of buying is not able to mediate the quality of the information on the purchase decision.

Online shopping has revolutionized retailing with low price and convenience since its arrival and is threatening brick-and- mortar stores. However, there is a shopping paradox. According to a recent survey, however, 65% of online shoppers still prefer to go to physical shops. Having too many choices is one of the reasons why online shops are less favored. Customer satisfaction decreases when they face too many options because it leads to high expectation, anxiety, and regret at their decisions. Shoppers suffer from a question; “Is this the right one for me?” Through investigating furniture and home decor shopping, this research has found that shoppers make a purchase decision not only based on external facts like the price but also based on their inner voices, such as personal values. This study has explored the opportunity and envisioned an e-commerce service with a recommendation model to raise customer satisfaction with the shopping experience. The model utilizes laddering technique and means-end chain model to identify an individual customer’s personal values. By answering the recommendation quiz, customers are suggested relevant products from various brands that align with them. The objective of this project is to assist customers to make more confident decisions and give online retailers a tool to improve the shopping experience for their customers.

Positive Attitudes of Undergraduate Students Toward Online Shopping

Online shopping gains increasing popularity with the advance of Internet technology -- for example such trend is formed with the new ways of shopping clothing products. Recently, virtual try-on image interaction technology has been used by online clothing retailers in an attempt to increase sales. It is interesting to investigate how virtual try-on image interaction technology affects online shoppers' purchase decision, especially from a combined view of utilitarian, hedonic, and risk perspectives. This study proposes to study the effect of perceived usefulness, perceived ease of use, perceived enjoyment, perceived socialisation, perceived product risk, and perceived transaction risk on online shoppers' attitudes towards purchasing clothes online which in turn is expected to influence their purchase decision. This study could enhance our understanding of the roles that virtual try-on image interaction technology plays in online shoppers' purchase decision-making process. This study also suggests key aspects of virtual try-on image interaction technology for designers and online retailers.