Online Shopping Research Articles

E-Business and supply chain integration is the ultimate online shopping

E-business has risen as a key empowering influence to drive supply chain integration. Organizations can use the internet to achieve worldwide visibility on their extended trading network. The influence of e-business on supply chain integration can be defined laterally the dimensions of information integration, synchronized planning, coordinated workflow, and new business models. An Important value can be added to e-business by enabling supply chain integration. In this report, the author has taken a popular rising e-commerce company from Bangladesh. The name of this company is AJKERDEAL. It is a Bangladeshi online retail company, that focuses on a low-cost-oriented supply chain to maintain cost efficiency. The company's success is attributed to its superior supply chain practices over local competitors. However, Western multinational retailers may struggle in Bangladesh due to their differing values, cultures, and beliefs, potentially jeopardizing their key market.

Business and Customer-Based Chatbot Activities: The Role of Customer Satisfaction in Online Purchase Intention and Intention to Reuse Chatbots

In the online shopping context, brands aim to achieve a high level of profit by providing better customer satisfaction by using various artificial intelligence tools. They try creating a satisfactory customer experience by creating a system that provides never-ending customer support by using dialog-based chatbots, especially in the field of customer service. However, there is a lack of research investigating the impact of business and customer-based chatbot activities together on online purchase intention and the intention to reuse chatbots. This research considers the use of chatbots as a marketing tool from both customer and business perspectives and aims to determine the factors that affect the customers’ intention to purchase online and reuse chatbots. Accordingly, the impact on customer satisfaction with chatbot usage, which is based on chatbots’ communication quality and customers’ motivations to use chatbots, on online purchase intention and intention to reuse chatbots was examined. Through an online questionnaire with two hundred and ten participants, employing structural equation modeling, we revealed that customer satisfaction with chatbot usage has a greater impact on the intention to reuse chatbots than on online purchase intentions. In addition, chatbot communication quality has a greater impact on customer satisfaction with chatbot usage than customers’ motivation to use chatbots. To solidify these findings, confirmatory factor analysis, along with reliability and validity assessments, were implemented within the analytical framework to provide robust support for the study’s hypotheses. These findings not only provide empirical evidence and implications for companies in online shopping but also extend the understanding of AI tools in marketing, highlighting their subtle impact on consumer decision-making in the dynamic digital marketplace.

Miracle in the evening: Explaining the boundary condition of consumer's self-control on purchase intention of near-expired products

Due to consumers' misunderstanding of product expiration dates, huge amounts of food waste and retail losses have been recognized as a worldwide problem. This research explores a solution to mitigate such waste and losses in the consumer purchase decision-making process of near-expiry products. Drawing from the literature on expiration date-based pricing (EDBP) and self-control, we propose that consumers' purchase intention for near-expiry products vary depending on the time of day (morning vs. evening). The results from mixed methodologies, including an analysis of actual sales data from an online retailer (Study 1) and randomized controlled experimental studies (Studies 2 and 3), reveal that consumers are less sensitive to near-expiry products when purchasing EDBP products in the evening compared to the morning. Furthermore, we examine how self-control mediates the interaction effects of the nearness of the expiration date and the time of day on the purchase intention of near-expiry EDBP products. A novel perspective on understanding consumers’ dynamic evaluations of sales promotions over time and managerial implications for promotional strategies to promote products approaching their expiration date are discussed.

Leveraging Artificial Intelligence in Supply Chain Execution in E-commerce

Modern perspective of consumer satisfaction has changed due to the proliferation of online businesses. E-commerce has opened up a whole new world to the consumers. The consumers can now get what they want, when they want, delivered at their doorstep. While the ease of online shopping has increased consumerism and consumer demand, it poses significant challenges for the e-commerce players as the consumers are seldom willing to shell out money for availing the convenience of doorstep deliveries. Under such circumstances, the e-commerce players are left with little choices but to significantly enhance their supply chain efficiencies through the improvement of logistics and the delivery services they offer to their customers. Artificial Intelligence or AI, as it is popularly known, is altering the ways and means of these e-commerce businesses. It is changing the manner in which supply chains are managed. Through the use of smart algorithms, data analysis, and automation, it is possible for businesses to employ AI effectively for the optimization of their supply chain management involving inventory and logistics management, demand forecasting, and customer service. This article focuses on logistics management and the application of AI to optimize costs and efficiency in first mile, middle mile and last mile delivery.

Interactivity, humanness, and trust: a psychological approach to AI chatbot adoption in e-commerce

This study aims to investigate the impact of interactivity and perceived humanness on trust toward AI chatbots in the e-commerce setting. Moreover, this study also aims to examine the mediation effect of trust toward AI chatbots in the relationship between interactivity and intention to adopt AI chatbots for e-commerce as well as in the relationship between perceived humanness and intention to adopt chatbots for e-commerce. This study used a time lag approach to collect the data from 343 customers from the southern region of China. The data were collected online through a questionnaire designed in Chinese language using a survey firm. The findings of this study indicated that there is a significant impact of interactivity and humanness on the trust toward chatbots. Moreover, the findings of this study indicated that there is a significant mediating effect of trust toward chatbots in the relationships of interactivity and perceived humanness to adopt chatbots for e-commerce. In addition, this study found a significant moderating influence on the perceived enjoyment of using chatbots in e-commerce settings. This study provides a unique perspective of expectation-confirmation theory for adopting emerging technologies for online shopping and also provides insights for designers and business firms to develop businesses to facilitate the AI chatbot feature for e-commerce.

Commercialized “Smudge Sticks” Used as Incense in the Netherlands: An Inventory of Plants and Trends Behind a New Age Fashion

Incense is essential in religious ceremonies, even in relatively new religious and spiritual movements such as New Age and Neopaganism. These garner little attention from ethnobotanists, although they trigger an international trade in wild-harvested plants. In this paper, we studied the botanical ingredients of smudge sticks (dried plant bundles burned for purification) in the Netherlands, and people’s motivations to use them posing the following questions: what plant species are included in smudge sticks? what are they used for? and are exotic plants preferred over native Dutch plant species? We visited online and physical shops in Dutch cities, acquiring a total of 29 different smudge sticks containing at least 15 species. We held semi-structured interviews with 11 users, vendors, and herbal experts, and collected data from 33 questionnaires. Salvia apiana L. was most frequently found, along with North American species of the genus Artemisia. The rise of the New Age movement resulted in North American ritual plant species being easily available in (online) shops in the Netherlands and smudge sticks being used for personal protection and cleansing. Despite the smudge sticks’ commercial demand, there is no data regarding the pressure on wild populations of species used in these bundles. For the preservation of these species it is crucial that scientific monitoring of their harvest is undertaken in the future.

Understanding Gen Z’s Online Purchase Behavior through their Hedonic and Utilitarian Motivation

The COVID-19 pandemic ushered in lockdowns, limiting consumer movement to their homes and preventing consumers from shopping in brick-and-mortar stores. Consequently, consumers were reliant on e-commerce to manage their daily purchases of goods and services. This exacerbated the use of e-commerce and fast-tracked the growth of the digital economy. In this study, Gen Z’s consumer motivation is investigated using hedonic and utilitarian motivation and the Unified Theory of Acceptance and Use of Technology (UTAUT). Consumer motivation remains a crucial part of consumer behavior studies given its prominence in influencing consumer action, consumer decision-making and preferences. In particular, the effects of hedonic and utilitarian motivation on online purchase behavior were investigated. This study utilized a quantitative approach through the deployment of a survey questionnaire online. The data from 156 respondents was analyzed using SmartPLS 4.0 utilizing Partial-Least Squares Structural Equation Modelling. Approximately 44% of the respondents started shopping online for the first time during the pandemic (i.e., 2020 and 2022). The results indicated that the Gen Z respondents were motivated by utilitarian and hedonic motivation when shopping online, in particular by Idea Shopping motivation and Efficiency motivation. Additionally, Social Influence and Facilitating Conditions were significant factors in influencing Behavioural Intention, and Behavioural Intention influenced Purchase Behaviour. The evidence suggests that the respondents were not novice online shoppers but rather experienced online shoppers.

Exploring E-Customer Satisfaction Using e-SERVQUAL Among Online Shoppers

When interacting with a company's products and services, customer satisfaction is an overall feeling of contentment that a client is experiencing. Previous studies have shown an increase in revenue when a company prioritizes customer satisfaction with its products or services. Around 70 percent of Malaysians are dynamic online consumers, with most of them shopping via websites. e-SERVQUAL assesses the efficacy and efficiency of a website in facilitating shopping, purchase, and delivery processes. It encompasses the pre-purchase and post-purchase phases. The e-SERVQUAL dimensions (privacy, website design, responsiveness, reliability, usability, and information quality) are elements that impact e-customer satisfaction. A total of 100 respondents at Bandar Utama City Centre who shop online participated in the survey. According to the data, males outnumber females among the respondents. The survey comprised three sections: A, B, and C. Section A comprised the demographic information of the respondents, Section B concentrated on the e-SERVQUAL aspects, and Section C addressed e-customer satisfaction. The data was examined utilizing the Statistical Package for the Social Sciences (SPSS). The results indicated that the majority of respondents expressed satisfaction with the quality. However, website design improvements should be made to encourage more online shopping. The recommendation in this study is beneficial to online service providers and future studies on e-SERVQUAL should be extended to another dimension to explore more aspects of determining quality service in an online setting.

Digital Disruption in Indian Retail: Trends, Opportunities, And Challenges

This research paper examines the significant growth and transformation of the Indian Retail Industry, now ranked as the fifth-largest globally. This expansion is driven by rising incomes, shifting middle-class lifestyles, and improved digital connectivity. In this competitive environment, Indian consumers increasingly demand personalized and exceptional services. Digital transformation is identified as a key success factor, enabling retailers to adapt to changing customer behaviors. The surge in online shopping, propelled by smartphone usage, has reshaped the consumer-retailer dynamic, necessitating robust online presences and investments in data analytics for better customer insights. Transparency in supply chains and real-time inventory management have become essential for effective retail operations. The paper highlights key digital transformation trends, such as digitized in-store experiences and workforce empowerment, while acknowledging challenges like change management, skill shortages, and data security risks. Retailers are advised to implement change management strategies, develop talent acquisition plans, and invest in cybersecurity to ensure sustainable growth.

Conceptualizing the Implications of Artificial Intelligence (AI) Tools and Personalization Marketing on Consumer Purchase Intention: Insights from the Malaysian E-Commerce Market

Artificial intelligence (AI) has emerged as a powerful tool, enabling online retailers to offer highly personalized shopping experiences tailored to individual preferences and behaviors. As e-commerce continues to grow in Malaysia, understanding the influence of AI and personalization marketing on consumer purchase intentions has become increasingly important for businesses seeking to remain competitive. However, the rapid adoption of AI also raises concerns about data privacy, ethical AI usage, and compliance with emerging data protection regulations, such as Malaysia’s Personal Data Protection Act (PDPA). This study aims to explore the potential impact of artificial intelligence (AI) and personalization marketing on consumer purchase intention within the Malaysian e-commerce market. By reviewing previous literature and theoretical frameworks, the study explores how the use of AI tools including predictive analytics automation, and personalization experiences might influence consumer behavior in online shopping environments. The study adopts a quantitative approach, in which quota sampling will be used for the participant selection. A self-administered questionnaire with a five-point Likert scale will be employed to gather data from e-commerce users in Malaysia. The findings from this study have important implications for both e-commerce businesses and policymakers in Malaysia. For businesses, understanding which aspects of AI and personalization most influence consumer purchase intentions can help them strategically implement these technologies to enhance customer engagement and drive sales. For policymakers, the study highlights the need to consider ethical and legal issues, such as data privacy and policy issues, in the growing use of AI in the e-commerce market.

Predicting user behavior on s-commerce platforms: a novel model

PurposeThis study investigates the influence of the wisdom of the crowd (WSC), trust and perceived value on consumer purchase intentions within social commerce (s-commerce) platforms. By constructing a novel theoretical model, the research aims to delineate the interrelationships among these variables, addressing an emerging area in social interactions and information technology.Design/methodology/approachTo empirically test and validate the proposed model, the study collected data from 442 Facebook users familiar with online shopping. The analysis employed Structural Equation Modeling – Partial Least Squares (SEM-PLS) to test the hypotheses and examine the relationships between WSC, trust, perceived value and purchase intentions.FindingsThe findings confirm that WSC significantly influences trust, perceived value and the intention to purchase on s-commerce platforms. Both perceived value and trust are substantial determinants of purchase intentions. Notably, the PLS analysis revealed that WSC accounts for 36.8% of the variance in trust and 33.1% of the variance in perceived value related to purchasing decisions on s-commerce platforms.Originality/valueThis research contributes uniquely to the ongoing discourse on s-commerce adoption by integrating WSC as a pivotal factor in understanding perceived value and consumer adoption intentions. It provides a fresh perspective on how collective intelligence affects consumer behavior in digital marketplaces, enriching the theoretical and practical understanding of s-commerce dynamics.

Factors Influencing Customers’ Online Shopping Behavior in Malaysia During the COVID-19 Pandemic

The article presents an overview of the arguments and rebuttals made in the scientific discourse regarding Malaysia's expanding online shopping trend, particularly in light of the COVID-19 epidemic. This scientific decision is significant since the widespread usage of COVID-19 has altered consumer purchasing behavior and how firms operate globally by reducing potential risks such as making the wrong purchase or falling prey to online fraud. This study aims to determine the impact of perceived risk, trust, and product diversity on consumers' decisions to purchase things online in Malaysia's Klang Valley. The study utilized a quantitative survey methodology, selecting 327 sample sizes from a targeted demographic of online shoppers using Krejcie and Morgan tables. SPSS was used for descriptive and inferential analyses. The study found that product variety, trust, and perceived risk significantly predict consumers' online buying behavior in Malaysia during the COVID-19 pandemic. Trust and product variety moderately influence online purchasing, while perceived risk has a negative impact. In contrast to perceived risk (standardized coefficient = -.252), which has a negative and moderate impact, the results indicate that product variety (standardized coefficient =.571) and trust (standardized coefficient =.461) have an average influence on customers' online purchase behaviors. The study supports all hypotheses (H1, H2, and H3), indicating that trust, perceived risk, and product variety significantly influence consumers' online purchasing behaviors in Malaysia during the COVID-19 pandemic. The study emphasizes the need for a comprehensive understanding of online consumer factors and their implications for e-commerce vendors, suggesting the inclusion of marketing professionals in marketing strategy formulation.

Channel structures of third-party platforms

The growing prominence of third-party (3P) platforms in the online retail sector has made the selection of an appropriate channel structure strategy a critical concern for manufacturers, 3P platforms, and retailers operating within this environment. We construct a Stackelberg game model with the manufacturer as the leader, evaluating four channel structures: (A) reselling and retailer agency selling, (B) agency selling and retailer agency selling, (C) reselling and agency selling, and (D) reselling, agency selling, and retailer agency selling. The supply chain can adopt two pricing strategies: uniform pricing (UP) and differential pricing (DP). Research indicates that expanding the number of channels may not always enhance profitability for suppliers and supply chain participants. Under strategy UP, the 3P platform opts for structure B, whereas the retailer favors structure C. Incorporating agency selling is advantageous for the manufacturer; however, structure A represents the least beneficial option for the supply chain. Under strategy DP, a substantial portion of the pareto optimal region is present. Intense competition and reduced agency fees lead both the supply chain as a whole and individual member to prefer structure A. The addition of a reselling or retailer agency channel boosts the manufacturer's profits, and benefits the 3P platform, while structure D emerges as the least favorable option for the retailer. Furthermore, under strategy DP, structure C is rendered obsolete, signifying the retailer's essential role in the supply chain to the advantage of all involved parties. Our study advances the scholarly understanding of sales models and platform economies by offering valuable insights into the decision-making processes of manufacturers, third-party (3P) platforms, and retailers regarding channel structure choices in a 3P platform environment.

Multi-Channel Supply Chains Considering Live Streaming Sales and Spillover Effects

Abstract: With the rapid development of e-commerce, an increasing number of companies, such as Huawei, Apple, and Adidas, are no longer confined to offline physical stores for product sales. They leverage third-party e-commerce platforms or establish online stores on their official websites. Modern consumers have access to various purchasing channels, including e-commerce platforms, offline stores, and manufacturer direct sales. In recent years, a new e-commerce model, live streaming sales, has emerged. In live streaming sales, professional salespersons or key opinion leaders (KOLs) showcase product performance, aiming to sell products online. Unlike traditional online channels, live streaming sales alleviate new consumers' uncertainty about product information through real-time interaction or comments from KOLs. Live streaming has been adopted by e-commerce giants worldwide, such as Taobao, JD.com, and Amazon, due to its significant sales revenue potential. Additionally, channels with KOLs may generate negative or positive spillover effects on other channels. These effects are crucial parameters for exploring the impact of seller profits in the multi-channel supply chain under live streaming conditions. Both domestic and international research have focused on live streaming sales, multi-channel sales, and spillover effects, with many studies yielding significant economic and social benefits. However, challenges faced by multi-channel supply chains, including complex channel management, difficulty in information synchronization, brand consistency issues, and increased costs, need to be addressed. To overcome these challenges, recommendations include integrating channel resources, optimizing channel experience, establishing cross-channel data analysis systems, strengthening supply chain coordination, continuous innovation and improvement, and strengthening brand building.

‘There’s Nothing Strange’: Language Policy and Racialisation at Warehouse Workplaces

ABSTRACT Sweden is a country where racial/ethnic power relations reflect and reinforce the marginalisation of groups of people. Research has shown that language makes part of such racialised processes through makings of the Swedish language into the norm and a consequent stigmatisation of the ‘non-Swedish’ others. This article explores the role of language in racialisation at the workplace level of online retail warehousing. The empirical material comprises interviews (n = 24) and focus groups (n = 15 groups, tot. of 49 participants) with managers, team leaders, and workers at three online retail warehouses in Sweden, with an emphasis on the perceptions of a Swedish language policy that had been implemented in one of the warehouses. The policy had been implemented to promote inclusion and to create opportunities for workers whose primary language was not Swedish. The article shows that the language policy can be understood as racialising, even though that was not its purpose.

How Does Online Shopping Shape the Sense of Community? The Mediating Role of Various Social Activities

The rapid expansion of digital commerce, particularly same-day-delivery and next-day-delivery online shopping, is transforming daily life and community dynamics in urban settings. This study explores how these shopping behaviors impact the sense of community by mediating various social activities at both individual and community levels. Using an online survey design, this study analyzes the mediating roles of different types of social interactions, including informal social gatherings and organized community events, in shaping a sense of community. The findings reveal that while both unplanned, low-threshold interactions and more structured, organized activities contribute to a sense of community, their effects vary in strength. Stronger, more deliberate social interactions, such as resident-led events, show a full mediation effect, whereas casual, spontaneous encounters provide partial mediation. Similarly, organized community events demonstrate different levels of influence, with community-organized activities fully mediating certain sense of community dimensions and resident-engaged activities providing more comprehensive impacts. These findings highlight that same-day-delivery and next-day-delivery online shopping behaviors significantly shape the sense of community by facilitating both informal and organized social interactions.

Exploring Consumer Participation in Brand Metaverse Communities, Focusing on the Metaverse Features—Fantasy Experiences and Self‐Expansion

ABSTRACTIn light of brands entering the metaverse, understanding consumer behavior in these virtual spaces becomes crucial. This study aims to explore how consumers' intentions to engage in building brand communities within the metaverse are influenced by their fantasy experiences in the brands' virtual stores where consumers are immersed in sensory‐rich, imaginative digital environments. By applying self‐expansion theory to brand–consumer relationships and the concept of temporarily expanding the boundary of the self through consumer metaverse experiences, this research examines the mediating role of self‐expansion in the relationship between fantasy experiences and brand community intentions. A total of 196 responses were collected among Zepeto users through consumer panels. Data were analyzed using AMOS 23.0 for confirmatory factor analysis and the Process macro in SPSS 23.0 for mediation and moderation analysis. Findings reveal direct positive effects of fantasy experiences on consumers' intentions to participate in metaverse brand communities. Users deeply engaged in the metaverse's fantasy experience could expand the sense of self, fostering active contributions to brand community activities. The study also investigates the influences of prior experiential activities in the metaverse, showing that prior engagement enhances the effects of fantasy experiences on self‐expansion. Among users with prior metaverse experiential activities, fantasy experiences exert more significant influences on self‐expansion, driving higher intentions to participate in brand communities.

Maintaining Accuracy While Reducing Effort in Online Decision Making: A New Quantitative Approach for Multi-Attribute Decision Problems Based on Principal Component Analysis

This paper explores consumer decision making, particularly focusing on the increasing prevalence of choices on the Internet such as online shopping. Examining the fundamental question of how individuals decide how to decide, our paper draws upon the effort–accuracy framework. This framework indicates that people typically consider both the cognitive effort associated with employing a specific decision strategy and the decision quality (i.e., accuracy) implied by using a particular strategy. However, decision strategies with high accuracy imply high effort. Empirical evidence shows that people often use decision strategies that require little effort. As a result, accuracy is often not high. Against this backdrop, this paper introduces a quantitative approach leveraging principal component analysis (PCA) as a decision support tool. Based on a simulation study, the approach demonstrates that it is possible to maintain high accuracy with significantly reduced effort in multi-attribute decision situations where attribute information is available in a quantitative format. This demonstration is based on the example of two decision strategies, which are both theoretically and practically highly relevant: the multi-attribute utility model (MAU) and the elimination-by-aspects strategy (EBA). By employing PCA for dimensionality reduction, the approach becomes particularly advantageous for online shops and online comparison portals, presenting users with concise yet accurate information. It is important to emphasize that our PCA approach is designed for data with a natural ordering, primarily focusing on quantitative variables. Consequently, decision situations where qualitative variables (e.g., product design or color) play a role in the decision-making process will need further exploration in future studies. However, we present a first solution to this problem so that our approach, based on this solution, can be implemented by online shops and online comparison portals in the near future.

Investigating the determinants of consumer confidence and online impulse buying intentions: an experimental study

PurposeThis study examines the effects of risk reduction, seller reputation, eWOM and warranties on consumer confidence and online impulse buying intentions through the lens of the stimulus-organism-response (SOR) model. It also explores the role of installment options in online impulse buying.Design/methodology/approachWe performed a between-subjects experiment (installment vs. no-installment option). Data were collected from 199 consumers and analyzed using SmartPLS 3.3.9.FindingsThe results show that risk reduction, eWOM and warranty positively affect consumer confidence (CC) in online shopping and that CC positively predicts online impulse buying intentions. It was also found that the effect of CC on online impulse buying intentions was stronger when consumers were offered an installment option than a no-installment option.Practical implicationsFindings suggest that online sellers should invest more resources in building consumer confidence, which affects online impulse buying intentions. Moreover, online sellers should offer installment options to consumers, thereby reaping stronger effects of consumer confidence on online impulse buying intentions.Originality/valueEmploying the experimental approach, this study makes a novel attempt to examine the role of the installment option in fostering online impulse buying intentions among Pakistani consumers. Likewise, this is one of the early studies to explore the effects of risk reduction, seller reputation, eWOM and warranties on CC among Pakistani consumers using the SOR model.

Price matching in online retail

AbstractWe analyze a sample of consumer‐electronics products sold by the US NewEgg online‐retailer to study the impact of price‐matching guarantees (PMGs) on prices. By applying a difference‐in‐differences approach, we find that the price of the policy‐adopting retailer increases by 4.7% during the policy validity period and up to 5 days after the treatment, while those of the non‐adopting competitor are not affected. Results are mainly driven by highly‐rated, visible, and expensive products, whereas the policy does not affect low‐rated, less visible, and cheaper products. These findings are consistent with the hypotheses that PMGs act as price discrimination or signaling tools.