Consumer E-commerce Research Articles

The Impact of Short Videos and Live Streaming on E-commerce Consumers Purchasing Decisions

With the increasing popularity of online live broadcasts and short movies in e-commerce, the influence on customer purchasing behaviour has received extensive attention. This study seeks to investigate the influence of short films and live broadcasts on consumer purchasing decisions, with a particular emphasis on purchase intention, repeat purchase intention, and impulse consuming behaviour. The research used a literature review strategy to examine the particular influence of various live broadcast aspects on customer purchase decisions. This study discovered that short films and live broadcasts, due to their high engagement and immersive experience, may greatly improve customers' brand identity and happiness, resulting in increased buy and repeat purchase intentions. Furthermore, elements like real-time interaction, music and visual effects, and quick feedback can assist customers lower perceived risks and boost confidence in their purchase decisions. According to research findings, short films and live broadcasts are not only excellent marketing tools, but also essential strategic measures in modern e-commerce.

The Importance of Protecting E-Commerce Consumer Personal Data

Technological advances offer various conveniences in human daily activities in order to meet their needs. One of the daily human activities that has changed due to the presence of technology is online buying and selling through e-commerce media. Shopping with e-commerce is people's choice because it saves time and costs. However, behind this convenience, attention needs to be paid to the security of consumer data on e-commerce platforms. This article will discuss the importance of protecting personal data from e-commerce consumers. This article was written using a normative type research method with a statutory approach and a conceptual approach. The legal materials used in this research are primary legal materials and secondary legal materials. The technique of collecting legal materials in this research uses literature studies (library research). The legal problem analysis technique used in this research is deductive analysis technique. The results of this research are that personal data security is very necessary in shopping activities in e-commerce, because it is related to consumer satisfaction. When consumers feel safe and are not wary of shopping on e-commerce, they will make shopping on e-commerce a priority compared to shopping conventionally.

REVIEW PAPER ON E-COMMERCE

Consumer’s preference towards online shopping is increasing day by day as evolution of smartphone and internet connectivity. This trend will continue in upcoming time. This review paper on e-commerce identifies about the scenario of e-commerce consumer’s profile. This paper compares online and traditional shopping behaviour of consumer, perceived risk and influencing of e-commerce. Last part of this paper is about advantages and disadvantages of e-commerce from the consumer’s perspective.

A Pilot Study of E-Commerce Consumers' Green Purchasing Intention in China: TPB Perspective

The frequent occurrence of environmental accidents and the heightened awareness of environmental protection among citizens have led to the emergence of green consumption as a social phenomenon. As a major global e-commerce market, Chinese consumers' green purchasing intention contributes significantly to environmental protection. The present study sought to develop pertinent scales utilizing the Theory of Planned Behaviour (TPB), with questionnaires employed to assess the influence of attitudes (A), subjective norms (SN), and perceived behavioral control (PBC) on Chinese e-commerce consumers' green purchasing intention (GPI). A total of 88 valid questionnaires were collected for the pilot study. The results indicated that the kurtosis's magnitude for all latent variables is less than 2, while the magnitude of the skewness is less than 1. This signifies that the data results have successfully passed the normality test. Furthermore, the Cronbach's alpha value and KMO for all variables exceeded 0.8, indicating high internal consistency. The total variance explained (TVE) surpassed 50%, demonstrating a substantial amount of variability accounted for. Additionally, the composite reliability (CR) was higher than the threshold. The value was higher than 0.8, and the average variance extracted (AVE) exceeded 0.5. This demonstrates that the questionnaire successfully underwent reliability and validity assessments. The findings of the pilot study have contributed to the advancement of research in the field of green consumption, offering insights into the prediction of green purchase intentions among Chinese e-commerce consumers.

Antecedent research on cross-border E-commerce consumer purchase decision-making: The moderating role of platform-recommended advertisement characteristics

Relying on the development of big data, internet technology, and digital trade, consumers are seeking cross-border e-commerce platforms increasingly. Platform-based advertising communication, characterized by low cost and wide coverage, is notable as one of the marketing strategies favored most within general cross-border e-commerce platforms. It furnishes consumers with abundant shopping options while it exerts influence on their purchasing decisions concurrently. Using Behavioral Reasoning Theory to explore in-platform advertisements' effect on consumer purchasing decisions in cross-border e-commerce platforms, this study introduces advertising features as moderating variables. From the perspectives of self-efficacy, behavioral rationality, and inclusiveness, a behavioral reasoning model for consumer purchasing decisions is constructed. This paper focuses on cross-border e-commerce platform consumers as the research object, and uses Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze the data and validate the model. The results show that self-efficacy and behavioral rationality can have a direct effect on consumers' purchase decision-making behaviors, while self-efficacy plays a significant mediating role between behavioral reasonableness and purchase decision-making behaviors. Inclusiveness has a significant direct effect on self-efficacy and behavioral reasonableness; moreover, advertisement characteristics have a significant negative moderating effect on inclusiveness and behavioral reasonableness-adoption. This study revealed the influencing mechanisms of consumers' purchasing decision behavior on cross-border e-commerce platforms, and expands the scope of Behavioral Reasoning Theory's application. Further, it provides valuable insights for the development of cross-border e-commerce platforms that have both theoretical and practical significance.

Barriers to Entry in China’s Consumer Goods E-Commerce Market

ABSTRACT Purpose Although economists and strategy theorists have extensively researched market entry barriers in the Western industrial market and post-entry barriers in the e-commerce market, few studies have focused on entry barriers in the context of the unique challenges in China’s business landscape. In this study, a survey was conducted with 139 Chinese marketing executives of consumer goods e-commerce firms to elucidate the dimensions and relative importance of market entry barriers in China. Specifically, this study aims to explore the barriers to entry that exist in the Chinese consumer goods e-commerce market, determine their importance, and identify potential dimensions through factor analysis. Methodology/approach This study employed an in-depth interview with nine marketing executives from China consumer goods e-commerce firms, and the instrument was revised accordingly. Then questionnaire adopted a simple random sampling method to select 300 enterprises as survey respondents. In total, 195 firms completed and returned the questionnaires by the deadline, resulting in 139 valid responses being collected. Findings This study explores 33 entry barriers and reveals seven dimensions of China’s consumer goods e-commerce market, highlighting incumbents with an absolute cost advantage barrier as the most significant barrier, and the cost of establishing a branch office as the least significant barrier, as perceived by Chinese business executives. Research implications Extant literature has mostly confirmed the value and practical significance of market entry barriers in Western markets or industrial markets. However, there are few studies on entry barriers in China’s e-commerce market, particularly in the consumer goods e-commerce market. Our research attempts to provide a theoretical basis for China’s consumer goods e-commerce market entry barriers. Practical implications Studying market entry barriers can help firms better adapt to market changes, optimize their operational modes according to market demands and norms, and enhance their competitiveness. The exploration of this research could be utilized by e-commerce businesses to become more successful or avoid failure. Originality/value/contribution This study complements the existing research on market entry barriers in China and the West. It complements barriers to entry into the consumer e-commerce market based on the Chinese economic context.

Adoption strategies of E-commerce consumer credit services: A dual-channel competition perspective

This paper investigates the adoption strategy of e-commerce consumer credit services (e-CCS) and its impact on pricing strategies of a dual-channel system consisting of a wholesale platform, an agency platform, and a common supplier. We analyze the interaction between e-CCS strategies and channel modes by constructing a game model with four subgame scenarios: neither channel implements e-CCS (NN), only the wholesale channel provides e-CCS (IN), only the agency channel offers e-CCS (NI), both channels launch e-CCS (II). Our findings reveal that channel forms and e-CCS features significantly influence the adoption of e-CCS. Interestingly, the key influencing factors vary among decision makers. Specifically, the wholesale platform is willing to launch e-CCS as long as the demand benefit is prominent, while the agency platform only offers the service when the bad debt risk rate is mild. Moreover, when the agency platform provides e-CCS, the supplier accepts to use it only when there is a substantial demand benefit. Counterintuitively, we also find that the adoption of e-CCS can generate a positive spillover effect on the rival platform, leading to a “win-win” situation. In addition, we examine the impact of e-CCS on pricing decisions. Our findings indicate that the supplier and the wholesale platform may adopt distinct pricing strategies to address higher bad debt risk. Finally, we demonstrate the robustness of our main findings to investigate the impact of competition intensity, the correlation between demand benefit and price, negative externalities on demand benefit, and consumer heterogeneity on e-CCS.

The Influence of Electronic Word of Mouth on Purchase Intention Mediated by Brand Image (A Study on Avoskin Product Consumers in Shopee E-Commerce of Denpasar City)

The aim of this research is to determine Electronic Word of Mouth on Brand Image-mediated purchase intentions among Shopee E-commerce consumers in Denpasar City. The methodology in this research is associative research. The sampling technique used in this research was non-probability sampling, purposive sampling with a sample size of 100 respondents. The data analysis technique used is descriptive analysis and Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results of this research suggest (1) Electronic Word of Mouth has a positive and significant effect on purchase intention, (2) Electronic Word of Mouth has a positive and significant effect on Brand Image, (3) Brand Image has a positive and significant effect on purchase intention (4) Electronic Word of Mouth has a positive and significant influence on purchase intention which is mediated by Brand Image.

Telaah Argumen Yang Mendukung Dan Menentang Peraturan Pemerintah No 80 Tahun 2019 Tentang Perdagangan Melalui Sistem Elektronik

Business activities in e-commerce are currently rising in Indonesia along with the appearances of its regulations, like Government regulation 80/2019 which is creating pros and cons. This writing’s purpose is to analyze impacts from that particular regulation. The regulation creates better nuance in e-commerce for consumers, but doesn’t engage with small and temporary businesses. The regulation helps in regard to tax counting in e-commerce, but creates injustice between small offline and online UMKM in taxation. The regulation made the use of domain id as mandatory, while it shows national identity it’s also advancing portal’s access time due to the server that locates in Indonesia, however it’s rejected by Idea due to the consideration of domain as identity. Businessmen in e-commerce could transmigrate to platforms that are harder to reach by government's regulation. The regulation brings many good changes while also vulnerable to create harm.

Understanding farmed salmon imports and e-commerce consumer satisfaction in China: A text mining approach

Salmon, a luxury aquatic species, has seen a steady increase in imports in China. The rapid development of the Internet, the transformation of consumption behaviour, and the impact of the COVID-19 pandemic have prompted consumers to purchase salmon products from e-commerce platforms in China. In this context, understanding salmon import trends and consumer satisfaction with salmon e-commerce is critical to promoting and sustaining sales of salmon products through e-commerce platforms. Therefore, this study aims to investigate the import trend analysis of salmon in China as well as understand factors influencing consumer satisfaction with salmon e-commerce. We analysed 10,064 consumer comments out of 25,763 for this study after resampling the proportion of positive/negative comments. Sentiment analyser, Textblob, classified 65.2 % of consumer comments as positive, 21.7 % as negative, and 13.1 % as neutral. Additionally, Latent Dirichlet Allocation (LDA) topic modelling identified five areas critical for satisfaction with salmon e-commerce: purchase decision (19.5 % of the comments), eating experience (22.3 %), service quality and delivery (20.6 %), purchase history (17.5 %), and general product quality (20 %). Our findings indicate that service quality and delivery are the most critical factors affecting consumer satisfaction, whereas purchase history has the least impact. Consumers’ PLUS membership profile, salmon product style, and preservation form had a significant influence on consumer satisfaction, while the country of origin, weight and price of the product had no significant influence. Salmon e-commerce platforms need to improve logistic service and delivery quality to influence consumer satisfaction.

A New Challenge on Consumer Protection with Disclaimer Inclusion in E-Commerce Sites in Indonesia

AbstractThe development of information and technology has brought the economy to a new stage known as e-commerce. The presence of e-commerce also presents a new problem in society, namely the presence of a disclaimer. To examine these problems, this research uses normative legal research methods. This research shows that the disclaimer is a form of standard clause. As a form of e-commerce consumer protection, the standard clause must comply with the provisions regarding standard clauses as stipulated in statutory regulations. In Indonesia, e-commerce is regulated in Law No. 19 of 2016 concerning Electronic Information and Transactions. So, the implementation of the disclaimer in e-commerce transactions must be adjusted to the existing laws in Indonesia. Keywords: E-Commerce; Disclaimer; Consumer Legal Protection.

The Effect of User Generated Content and Promotion Mediated By Influncer on Purchasing Decisions (Study on Shopee Users in Majalengka Regency)

Technology is currently experiencing very rapid development, especially the use of the internet. The internet has encouraged the improvement of communication technology, media, and informatics which has an influence on the ways and patterns of business activities of the trade industry. This increase in the internet has also encouraged the development of digital marketing strategies by companies to increase consumer purchasing decisions. This study aims to empirically examine the effect of user generated content, promotion and influencers on purchasing decisions, and influencer mediation on the influence of user generated content and promotion on purchasing decisions. The population of this study were Shopee E-Commerce consumers in Majalengka Regency. The sample taken was 100 people, the sampling technique used purphosive sampling. Data was collected using a questionnaire, which was distributed via whatapps social media. Data analysis techniques using Structural Equation Model Partial Least Square (SEMPLS). Endogenous variables consist of user generated content and promotion, mediating variables are influencers and exogenous variables are purchasing decisions. The results of the analysis show that the results of this study indicate that user generated content (UGC), and influencers have a direct influence on purchasing decisions while promotions have no direct effect on consumer purchasing decisions. User generated content (UGC) and promotion have a direct influence on influencers. Influencers mediate the influence of user generated content (UGC) on purchasing decisions, but influencers do not mediate the influence of promotions on purchasing decisions

The Effect of Product Personalization, User Experience, and Consumer Trust on the Level of E-Commerce Consumer Satisfaction in Indonesia

This study looks into how user experience, consumer trust, and product personalization affect Indonesian e-commerce customer happiness. To investigate the associations between these characteristics, data was gathered via surveys and analyzed quantitatively using 225 Indonesian e-commerce customers. The results show that consumer trust is positively influenced by product customisation, and consumer trust is positively influenced by user experience. Furthermore, customer satisfaction and confidence in e-commerce are strongly impacted by product customisation and user experience. These findings highlight the significance of personalized experiences, frictionless communication, and reliability in fostering customer satisfaction among Indonesian online shoppers. Through comprehension of these characteristics, enterprises can formulate focused approaches to augment customer contentment and cultivate enduring connections inside the Indonesian e-commerce domain.

A Comparative Analysis of E-commerce Consumer Purchasing Decisions: Taobao in Shanghai and Daraz in Dhaka

There is a lot of potential for expansion for the e-commerce business, but only if we can figure out what makes people buy online. Findings from this study shed light on the e-commerce decision-making process and the ways in which cultural, social, individual, and environmental elements influence it, with a focus on the Chinese market. We surveyed a total of 150 people in Shanghai and 100 people in Dhaka, Bangladesh, using questionnaires. The findings highlight two obstacles that have a negative effect on the online retail industry and customer choice when purchasing goods online. The study compares Taobao and Daraz, focusing on their respective operational systems, market positioning, and distinctions. The study also looks ahead to potential trends and suggests ways businesses might change their business models and create consumer and retailer regulations. Businesses that are just starting out in the e-commerce space can greatly benefit from these insights. The results demonstrate the importance of understanding the elements that influence customer choices and online purchasing behavior.

Impact of Ramadan on Halal Food Marketing Strategies in the Chinese Market: A Data Analytics Approach

This study investigates the integration of halal food into Chinese multinational culture amid the Coronavirus epidemic. Applying a thorough data analytics procedure, the research focuses on the evolving e-commerce landscape within China. The adaptation under scrutiny includes a wide range of sociocultural transformations, including linguistic proficiency, social norms, dietary preferences, and e-commerce consumption habits from various cultural domains. A data-driven marketing strategy's analytical structure, supported by an updated Segmentation, Targeting, and Positioning (STP) model, carefully examines product differentiation criteria. Furthermore, the investigation includes the implementation of a prediction model that uses complex algorithms to estimate market trends and consumer preferences. The term "halal" comes from Arabic and refers to food that is considered permissible for consumption excluding porcine products, carrion, blood, and alcohol. Halal cuisine, which adheres to Islamic dietary regulations, is critical to Muslims' religious devotion around the globe. Halal dietary habits are integrated into Chinese cuisine through major e-commerce platforms. This study utilizes a data-analytics marketing model to analyze transactional data from Taobao.com and Tmall.com, aiming to understand purchasing patterns of halal food products in China. The analysis highlights significant seasonal fluctuations, particularly during major festivals such as Ramadan, Chinese New Year, and Eid, which heavily influence sales.

E-commerce consumer privacy protection and immersive business experience simulation based on intrusion detection algorithms

In the process of e-commerce shopping, immersive service experiences and entertainment shopping models are increasingly popular among consumers. This article analyzes the privacy protection and immersive business experience simulation of e-commerce consumers based on intrusion detection algorithms.After studying intrusion detection algorithms, this article delves into personal privacy protection models related to public network e-commerce consumption. This article first explores the significance and current status of intrusion detection algorithms, as well as the research status of deep learning in this field, and conducts comparative experiments on improved intrusion detection algorithms. Then, after analyzing the requirements of the evaluation support system for privacy protection algorithms, the overall framework of the personal privacy protection system was designed and studied. Intrusion detection algorithm identifies possible privacy threats by monitoring and analyzing user behavior data, and then proposes an immersive business experience simulation framework, which includes virtual reality technology and personalized recommendation system, enabling users to immerse themselves in the virtual environment of e-commerce platform and enjoy personalized shopping experience. Interactive experiences can provide e-commerce consumers with more shopping pleasure, and at the same time, businesses need to ensure that consumer privacy is effectively protected during the consumption process. In the end, a new personal privacy protection model was successfully constructed, which verified the great advantages of the algorithm in terms of running time, and concluded that using intrusion detection algorithms can greatly protect the personal privacy of e-commerce consumers using public networks.

Trust and e-commerce consumption: evidence from China

ABSTRACT Using panel data from three rounds of the China Family Panel Studies and employing the panel Tobit random-effects model, our study firstly examines the impact of trust on e-commerce consumption amount. We find that trust has a significantly positive effect on e-commerce consumption. Heterogeneity analysis shows that the causal effect is particularly pronounced among younger families and in urban areas. Our paper enriches the studies on the impact of trust on consumption and platform economy.

Forecasting e-commerce consumer returns: a systematic literature review

AbstractThe substantial growth of e-commerce during the last years has led to a surge in consumer returns. Recently, research interest in consumer returns has grown steadily. The availability of vast customer data and advancements in machine learning opened up new avenues for returns forecasting. However, existing reviews predominantly took a broader perspective, focussing on reverse logistics and closed-loop supply chain management aspects. This paper addresses this gap by reviewing the state of research on returns forecasting in the realms of e-commerce. Methodologically, a systematic literature review was conducted, analyzing 25 relevant publications regarding methodology, required or employed data, significant predictors, and forecasting techniques, classifying them into several publication streams according to the papers’ main scope. Besides extending a taxonomy for machine learning in e-commerce, this review outlines avenues for future research. This comprehensive literature review contributes to several disciplines, from information systems to operations management and marketing research, and is the first to explore returns forecasting issues specifically from the e-commerce perspective.

PENGARUH PROMOSI, PENILAIAN PRODUK DAN LAYANAN COD TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen E-Commerce Shopee Di Cikarang Barat)

This study aims to determine the effect of promotion, product assessment, and COD services individually (partially) and simultaneously on purchasing decisions for e- commerce Shopee consumers in Danau Indah Village, West Cikarang sub-district. The sample in this research is 110 respondents. The technique used is purposive sampling, non-probability sampling. The data collection technique uses a questionnaire that has been tested for validation and reliability. The analysis technique used is multiple linear regression analysis. The results of this study indicate that: (1) Promotion has a positive and significant effect on purchasing decisions for e- commerce Shopee consumers in Danau Indah Village, West Cikarang District, as evidenced by the Promotion variable (X1) having a coefficient (β1) = 0.254 > 0 t count 2.636 > t table 1982 and significant (0.010) < 0.05. (2) Product assessment has a positive and significant effect on purchasing decisions for Shopee e-commerce consumers in Danau Indah Village, West Cikarang District, as evidenced by the product evaluation variable (X2) having a coefficient (β2) = 0.783 > 0 t count 9.224 > t table 1.982 and significant (0.000) < 0.05. (3) COD services have a positive and significant effect on purchasing decisions for Shopee e-commerce consumers in Danau Indah Village, West Cikarang District, as evidenced by the COD service variable (X3) having a coefficient (β3) = 0.250 > 0 t count 2.157 > t table 1.982 and significant (0.033) < 0.05. (4) Promotion, Product Assessment, and COD services have a positive and significant effect on purchasing decisions for e-commerce Shopee consumers in Danau Indah Village, West Cikarang District, as evidenced by the variable F count value 63.560 > F table 2.69 and the significance is 0.000 <0,05.The results of the analysis are expected to provide useful information for e-commerce businesses in developing promotional strategies, improving product quality, and improving the quality of COD services to improve consumer purchasing decisions. Keywords: Promotion, Product Assessment, COD Service, Purchase Decision.

The Influence of Purchasing Channels and Brands on Purchasing Decisions Freight Forwarding Services PT Pos Indonesia

The experience and extensive network of goods delivery service PT Pos Indonesia (Persero) does not make it the main choice for consumers. In fact, recently the goods delivery service PT Pos Indonesia (Persero) has always been inferior to its competitors from private companies. There are at least two top factors in choosing PT Pos Indonesia (Persero) goods delivery services by consumers, namely purchasing channel selection and brand selection. The purpose of this research is to determine the influence of purchasing channel selection and brand selection on purchasing decisions for PT Pos Indonesia (Persero) goods delivery services among e-commerce consumers. The research method used in this research is a quantitative research method using primary data obtained using a questionnaire distributed to 97 people and using secondary data as supporting data. The analytical methods used in this research are validity test, reliability test, classical assumption test consisting of normality test, multicollinearity test, heteroscedasticity test, hypothesis test using the f test, t test, and coefficient of determination test. The results of this research show that the choice of purchasing channel and brand choice influence partially or jointly the decision to purchase PT Pos Indonesia (Persero) goods delivery services among e-commerce consumers.