Abstract

This study examines the impact of product quality and online shopping experience (OSE) on consumer loyalty through customer satisfaction in the context of local skincare products. Findings reveal that both product quality and OSE significantly influence consumer loyalty, with OSE having the strongest effect. Perceptions of lower prices on e-commerce platforms are crucial. The study integrates Social Presence Theory with product quality, customer satisfaction, and Flow Theory in understanding the OSE. These insights can help businesses enhance customer loyalty and satisfaction in the local skincare industry. Overall, the research objectives of this study are geared toward uncovering the relationship between product quality, OSE, customer satisfaction, and consumer loyalty in the local skincare industry. By achieving these objectives, the study aims to provide valuable insights for businesses to enhance customer loyalty and develop effective strategies for success in the market.

Introduction

The COVID-19 pandemic has significantly impacted customer satisfaction with skincare products in Indonesia. With the shift to online shopping due to lockdowns and social distancing measures, customers have faced challenges physically experiencing and testing products. However, skincare brands that offer detailed information, virtual consultations, and seamless online experiences have the opportunity to enhance customer satisfaction. The demand for skincare products in Indonesia has shown steady growth, with sales of health and personal care reaching US $5.93 billion in 2020, US $6.34 billion in 2021, and projected to reach US $7.23 billion in 2022 which is skincare amounting to US$2.05 billion, according to Statista (Mutia, 2022) and expected to grow every year by 5.81%. This underscores the importance of customer satisfaction in driving sales and capturing market share in the skincare industry.

Customer satisfaction is vital in the skincare industry as it directly impacts sales and consumer loyalty. Satisfied customers are more likely to purchase and recommend products, while dissatisfied customers may switch to other brands, potentially losing sales. With intense competition in the skincare market, meeting customer expectations and providing a positive shopping experience is crucial for building a loyal consumer base and driving sales. Additionally, negative experiences can quickly harm a brand’s reputation in the age of social media and online reviews. Prioritizing customer satisfaction helps maintain a competitive edge and fosters long-term customer relationships.

Conclusion

From the results of this study, it can be concluded that online shopping experience has a stronger influence, directly or indirectly, on consumer loyalty. This means that companies selling online need to ensure consumers have a good experience when shopping online. This experience can be formed from the ease of using an application or website, ease of access, language, and ease of seeing the appearance of skincare products that can make consumers feel good when using the website or application. Looking at the product quality variable, product quality can also have an effect, but not as strong as online shopping experience, so to maintain product quality, skincare brands can continuously monitor the expiration date of skincare products, make testimonials from skincare users to prove quality. skincare products and ensure that skincare products are safe by obtaining a halal label from the government.

Highlights

Abstract

Keywords

1. Introduction

2. Conceptual framework and hypothesis

3. Methods

4. Results

5. Discussion

6. Conclusion

Funding

CRediT authorship contribution statement

CRediT authorship contribution statement

Declaration of Competing Interest

Acknowledgments

Appendix. Supplementary materials

References

Vitae

Abstract

Traditional commerce does not have a great variety of products: it has a more leisurely sale and does not develop impulse buying. The most important factor is the direct relationship established between the seller and the customer, facilitating advice and creating a relationship of trust between the two. Traditional retailers nowadays need digitization, without which they cannot compete technologically with large companies, whereas they can compete in quality, authenticity, proximity, and service. For all these reasons, it seems appropriate to investigate the antecedents that may influence consumers’ attitudes towards online shopping in traditional retailers. To achieve this objective, a research plan was developed based on a cross-sectional descriptive study using primary data from a questionnaire answered by 4,063 individuals who live in Spain. The result shows that store loyalty and word of mouth (WOM) communications are the main drivers of attitudes to online shopping. As intermediaries, the mediating variables of the quality and image of the store are established. Small stores should focus on authenticity; this is built on the dimensions established by theory: heritage, legitimacy, nostalgia, originality, and social commitment. Authenticity allows these stores to differentiate themselves from their competitors.

1. Introduction

Over recent decades, the concept of the experiential economy has been defined and used, not only in the consumer goods environment and shops but also in other areas such as tourism, architecture, and even urban planning. Studies began in the 1980s to give importance to the symbolic, emotional, and emotional part of consumer behavior. In the same decade theories were developed that aimed to increase the attention devoted to consumers’ experiences and the development of authenticity as a product differentiation strategy. This authenticity sought by consumers is related to the variables that determine the marketing management of the retailers and to attitudes to shopping.

There is a consumer tendency to “back to basics,” which has been strengthened by the Covid 19 crisis: the search for the authentic, the true, confidence in the origins of all the products. And greater importance is being attached to the value of experience, slow life, and slow food, concepts that prioritize experience over speed. So, despite the trend towards greater globalization in consumption, counter-trends are emphasizing the original characteristics of products and stores, the predominance of small businesses, local traders near their customers, the authenticity of products and services (Amin and Robins, 1992); Gilmore and Pine, 2007; (Jun Song et al., 2015); García-Henche et al., 2020).

Abstract

     The impact of recommendation systems (RSs) on the diversity of consumption is not transparent or well understood. Available studies, whether experimental or theoretical, show inconsistent and even opposite results, which manifests as debate in the literature. In this paper, we investigate the impact of two main recommender systems, neural collaborative filtering and deep content filtering, on sales diversity via a randomized field experiment. Our results confirm the capability of recommender engines in increasing or decreasing aggregate sales diversity. Nonetheless, they amplify homogenization and reduce individual-level consumption diversity. In conclusion, our research reconciles seemingly contradict previous findings and illustrates that the design of the RS is the decisive factor in homogenizing or diversifying product sales.

Introduction

     Recommender systems are a subgroup of information filtering technologies and are applied to handle the issue of information overload (Schreiner et al., 2019). These systems discover the preferences and interests of users by refining a great amount of dynamically generated data based upon their interactions with items. Subsequently, they predict the willingness of a user to purchase/consume a particular item.

     Despite the omnipresence of recommender systems and algorithmic content curation, there are few studies that examine their societal and economic outcomes. Most research efforts attempt to address the technological aspects of recommendation systems and to improve the accuracy of the matchmaking process, whereas papers that seek to elucidate the byproducts of recommender systems at the market level are thin on the ground. In particular, there is a consensus view in the literature that personalized recommendations generate more engagement and more sales (Adomavicius et al., 2018), but the difficulty of gaining access to appropriate research settings and the complexity of personalization algorithms have led to protracted controversy over the distribution of sales and the consumption diversity of users.

Conclusion

     Given the current circumstances around the world, online retailers and web-based service providers are gaining in popularity. Recommender systems have been demonstrated to be a powerful tool for these businesses, and their significant value is clear. Therefore, it is of utmost importance to understand the way these intermediaries influence the behaviors of users and how they impact the visibility and sales of different products, from best-selling to niche items. In order to address this issue, we carried out a randomized field experiment employing two most common recommender systems in the context of e-commerce. The analysis of our results shows that both treatments enhance sales; however, collaborative filtering creates concentration bias. In other words, it reinforces the sales of already best-sellers, whereas content-based recommender flattens the distribution of sales and expose users to niche items. Our study reveals that both algorithms decrease individual-level diversity compared to a world without personalization, and homogenization is an inevitable corollary of personalized recommendations. In light of our results, marketing strategists can benefit from a combination of these two matchmaking approaches and find an optimal point that best suits their needs.

Abstract

     Research offers some indication that the online customers’ shopping experience (OCSE) can be a strong predictor of online impulsive buying behavior, but there is not much empirical support available to form a holistic understanding; whether, and indeed how, the effects of the OCSE on online impulsive buying behavior are affected by customers’ attitudinal loyalty and self-control are not well understood areas of research. In this study, we examine how functional and psychological dimensions of the OCSE influence online impulsive buying within e-commerce platforms. We will investigate customers’ attitudinal loyalty as a mediator between the OCSE and online impulsive buying behavior, and the customers’ self-control as a moderator between customers’ attitudinal loyalty and online impulsive buying. To analyze these relationships we will conduct an online survey (n = 1489) with customers of two leading Chinese e-commerce platforms: Jindong and Taobao. The findings from structural equation modeling indicate a positive relationship between the tested dimensions of the OCSE and customers’ online impulsive buying. We also find a mediating role of customers’ attitudinal loyalty and negative moderation of customers’ self-control. Theoretically, the findings contribute to the literature regarding online impulsive buying and the online customer experience. For managers, the findings stress the importance of ethical management with regard to the online shopping experiences.

Introduction

     Online shopping is a common, globally found activity (Erjavec and Manfreda, 2021; Shao et al., 2022). In 2020, retail e-commerce sales worldwide amounted to 4.28 trillion United States (U.S.) dollars and this is projected to grow to 5.4 trillion U.S. dollars in 2022 (Coppola, 2021). Within this vast market, customers will often make spontaneous, unplanned, unreflective and unthoughtful purchases (Habib and Qayyum, 2018; Kimiagari and Malafe, 2021) and this is referred to as ‘online impulsive buying’ (Wu et al., 2020). For instance, customers in the United Kingdom (U.K.) spend approximately £1 billion per month on impulsive buying (Bushi, 2020) and eighty percent of adolescents in the U.S. are estimated to have made impulsive purchases online (Carter, 2018). Other studies reveal that up to 40% of all online purchases worldwide can be classified as impulsive (Chan et al., 2017; Verhagen and van Dolen, 2011).

Results

5.1. Direct effects

     Results related to all hypotheses for direct effects are presented in Table 4. All of the hypotheses are supported. Firstly, the results indicate that all four functional components of the OCSE (i.e., interactivity, informativeness, visual engagement, navigation, and search ease) significantly affect online impulsive buying from e-commerce platforms (H1). Secondly, the findings reveal that customers who trust e-commerce platforms and find them more convenient and enjoyable to undertake their purchasing process are likely to make more impulsive buying decisions (H2). Hence, H1 and H2, which respectively state that the functional and psychological dimensions of the OCSE significantly impact online impulsive buying, are fully supported. We also found that components of the functional and psychological dimensions of the OCSE have a significant positive impact on customers’ attitudinal loyalty towards an e-commerce platform, demonstrating support for H3 (a, b, c, and d) and H4 (a, b, and c). Finally, the findings show that customers with greater attitudinal loyalty towards the e-commerce platform are more likely to engage in online impulsive buying, and this finding supports H5.

1- Introduction

2- Literature review

3- Data & descriptive statistics

4- Shopping behaviors

5- The environmental impacts of shopping

6- Limitations

7- Conclusions

References

Abstract

Various fields and commercial sectors have witnessed a transformation with the advent of the internet. In the last decade, the retail sector in particular has witnessed the massive growth of e-commerce. This has also significantly altered our shopping experiences, influencing a range of decisions, from where, how, and how much to shop. With the consistent growth of e-commerce transactions, more trucks than ever before are entering cities today, bringing with them the negative externalities of increased congestion and pollution. This study first unravels underlying shopping behaviors–both in-store and online–using the 2016 American Time Use Survey (ATUS) data. The authors also develop an econometric behavioral model to understand the factors that affect shopping decisions. At a macro level, the disaggregate individual shopping behaviors are studied by implementing the model to synthetic populations to estimate potential vehicle miles traveled and environmental emissions in two metropolitan areas, Dallas and San Francisco (SF). Finally, the study estimates the impacts of rush deliveries, basket size, and consolidation levels by developing a breakeven analysis between in-store and online shopping. These results confirm the importance of managing the urban freight system, including delivery services and operations, to foster a more sustainable urban environment.

Introduction

On August 11, 1994 the first internet-based retail transaction took place, and the internet has been continuously reshaping the way we shop ever since (Lewis, 1994). E-commerce, a term completely unknown a couple of decades ago, is gradually becoming a fundamental part of our daily lives. Today, almost a third of internet users in the US shop online at least once a week, while another third buys something online at least once a month (Walker Sands, 2017). In 2017, the retail sales from e-commerce in the US were $448.3 billion, accounting for 8.8% of the total retail sales, compared to 5.3% in 2012 (U.S. Census Bureau, 2018). Moreover, these sales have consistently experienced an annual growth of roughly 15% in the past five years. E-commerce is significantly affecting our shopping behaviors and the places we live. A UPS (2017) study found that unlike the traditional way of shopping, wherein a person would search and buy products in a store, today, 36% of one’s shopping activities (search and purchase) are conducted via multiple channels, another 43% are conducted solely online, and only 21% are conducted in stores. The underlying question is whether online shopping activity today is substituting, complementing, or modifying physical shopping activity (Mokhatarian, 2004). While there have been many studies suggesting a complementary effect between the two, there have been only a handful suggesting a substitution effect, and a few that have suggested an asymmetric effect of one on the other. For example, Farag et al.

This research contributes to broadening understanding of online retailing across electronic channels (e-channels, e.g., mobile devices) and e-channel touchpoints (e.g., mobile shopping apps) from a consumer perspective. Based on the multichannel retailing approach and theoretical considerations, the authors suggest an enhanced perspective on the online retailing environment and validate this multichannel e-commerce perspective by conducting both an online survey (N = 502) and an experimental study (N = 126). The results indicate that online retailing can be classified into four e-commerce categories that entail individual e-channel touchpoints, emphasizing the need for a more differentiated consideration of “the online channel.” This work advances marketing research and practice by illustrating that both technology-related quality and context-related situational benefit affect consumers’ utilization of e-channels. Further findings show that retailers can enhance consumers’ shopping experiences by providing alternative e-channel touchpoints (i.e., specific digital shopping formats) that contribute differently to the online customer journey.

Introduction

Researchers recognize that the range of Internet-enabled devices that shoppers use to search for product information or to purchase products online has expanded (Grewal et al., 2017; Maity et al., 2018). With every device that allows individuals to access online retail offerings, such as computers, smartphones, tablets, and Internet-enabled TV, online shopping is becoming not only more versatile but also more complex. In the context of consumers’ channel choices, multichannel researchers have emphasized the need to understand the benefits that individuals derive from each retail channel to determine effective and efficient individual channel strategies and to employ customer-centric multichannel retailing strategies (e.g., Payne & Frow, 2005). Therefore, in this paper, we adopt the multichannel perspective for online retailing itself; that is, we investigate a multichannel e-commerce environment in which consumers conduct their online customer journeys across multiple e-channels (categories of Internet-enabled devices, e.g., mobile devices) and e-channel touchpoints (specific digital shopping formats, e.g., mobile shopping apps). The distinction between an e-channel and an e-channel touchpoint is necessary because an e-channel represents the hardware alternatives that consumers can use to shop online, while an e-channel touchpoint represents the software alternatives that retailers can provide for e-channels. Because of the various combinations of hardware and software, it can be expected that the same online retail offering will shape online customer experiences differently depending on the fit of the e-channel and the e-channel touchpoint.

Online consumers often voice discontent and concern over their privacy and yet fail to take adequate precautions. Nor do they abstain from disclosing information. This study aims to explore this phenomenon which is known as the privacy paradox. Based on semi-structured interviews with online shopping consumers and thematic analysis of data, this paper illuminates the privacy paradox using three themes: psychological distance of privacy, perceived social contracts of privacy, and learned helplessness and privacy empowerment. Our findings contribute to the privacy paradox discourse and provide several implications for consumers, online retailers, and policymakers.

Introduction

The ubiquitous, widespread use of the internet and advent of new technologies continue to be a game-changer for retailing. Especially, ecommerce has emerged as a strong alternate of physical commerce with global e-commerce retail reaching nearly 1.66 billion people in 2017 (Statista, 2018b). In the US alone, e-commerce retail sales reached $336 billion in 2017 (Statista, 2018a). Although the internet has enabled retailers to reach new markets and new consumers, retaining them and earning their long-term trust and loyalty have become a challenge (Fransi and Viadiu, 2007). Especially, safeguarding consumer privacy is a crucial impediment for the growth of e-commerce. Privacy is germane to the flow of information—what, by whom, why, and how information is collected and used (Martin, 2016b). Owing to the seismic shift in the collection, storage, mining, and commoditization of consumer data, concerns over online privacy have multiplied (Arli et al., 2018; Martin and Murphy, 2017; Petrescu and Krishen, 2018). Use of rich and robust consumer digital profiles has enabled companies to predict consumer behavior and provide highly personalized and customized services and thereby generate new business value (Holtrop et al., 2017; Petrescu and Krishen, 2018). However, there is a fine line between data-driven marketing efforts (e.g., targeted advertising, data mining) and protection of consumer privacy (Arli et al., 2018; Holtrop et al., 2017; Schneider et al., 2017). So in order to establish a consumer-friendly digital marketplace, it is essential that we understand privacy dynamics including consumer privacy perceptions and their behaviors.

Introduction

Conceptual framework

Methods

Results

Discussion

Practical implications

Conclusions

Limitations and recommendations for future studies

References

Abstract

Purpose – The purpose of this paper is to contribute to the marketing literature regarding Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of electronic word of mouth (e-WOM) on brand image and on the online purchase intentions of consumers.
Design/methodology/approach – Using a descriptive research approach, this study used quantitative data to assess how the online purchase intentions of consumers in the UAE are influenced by e-WOM and brand image. Findings – E-WOM has a significant impact on online purchase intentions and brand image among consumers. Brand image significantly influences the online purchase intentions of consumers.
Research limitations/implications – The conclusions may not be generalizable because not all areas of the UAE were represented in this study. In future studies, a larger and more inclusive sample would help to overcome this limitation.
Practical implications – This study will help marketers to understand the power of e-WOM, an important marketing tool, and to use resources more strategically to attract new customers. Originality/value – E-WOM is the most commonly used and most effective medium of sharing opinions and reviews pertaining to various products and services in the market. Understanding how it influences the purchase intentions of consumers is imperative and has strong implications for marketers.

Introduction

Traditional word of mouth (WOM) was one of the earliest modes of communication (Mayzlin and Chevalier, 2003; Chevalier and Mayzlin, 2006). Over the years, researchers have explained this term in a variety of ways (Dellarocas, 2003; Xia and Bechwati, 2008; HueteAlcocer, 2017). Katz and Lazarsfeld provided the earliest explanation in the late 1960s, describing it as an important means of exchanging product-related information among consumers (Katz and Lazarsfeld, 1966). They and Trusov et al. (2009) were of the view that WOM is a very influential tool for marketing, as it holds the potential to form and influence the behavior of consumers toward a product or service. With advances in information technology, the use of the internet and social media have become extremely widespread; they have greatly influenced the modes of communication used and preferred by people (Chan and Ngai, 2011).

With the spread of smartphones and the growth of Internet retailing, new possibilities for social commerce have opened up within existing social network services (SNSs). Within SNSs, any individual can sell and promote goods as a retailer. Therefore, unlike in other electronic commerce, consumers’ trust in the individual vendor has become important, and now the individual vendors can make their customers loyal to them rather than to the platform. For the purpose, in this study we determine whether the trust of both platform and individual vendor affects customers’ attitudes and accumulates customer loyalty. In addition, we categorize word-of-mouth into heuristic and systematic groups and investigate the effect of those factors on the intention to buy and on actual purchasing behavior. The results show that the individual vendor’s trust has no significant effect but customer loyalty is accumulated by individual vendors. In addition, heuristic factors have a significant effect on purchasing behavior, whereas systematic factors have a significant effect on attitude and intention to buy.

Introduction

The emergence and development of the Internet brought commerce into the online world. Electronic commerce (e-commerce) has made it easier for consumers to find information about goods and compare prices. In addition, vendors can now more easily market themselves and their products by using the Internet. Based on these advantages, according to Meeker (2018), e-commerce exceeded 14% of US retailing in 2018, and according to the 1421 Consulting Group (2018), China’s ecommerce transactions are expected to exceed $1 trillion by the end of 2019. However, e-commerce became commonplace only by overcoming there were many obstacles. The biggest hurdle was how to provide trust to consumers (Reichheld and Schefter, 2000). Within the e-commerce environment, the consumer must trust the vendor more than in off-line purchases because the consumer cannot directly identify the purchase, decision, payment, and delivery processes (Christine Roy et al., 2001). Therefore, Gefen (2000), Jarvenpaa et al. (1998), Jarvenpaa et al. (1999), McKnight et al. (2000) and other have studied the concept of trust in e-commerce. According to Doney and Cannon (1997) and Gefen and Straub (2004), consumers are more influenced by their trust in providers for shopping platforms such as Amazon.com and eBay, as opposed to smaller vendors, because small-scale vendors are more limited in their ability to provide trust to consumers. Large platform providers are also more successful in gaining consumer loyalty after the purchase. Because of customer loyalty, 66% of Amazon.com sales are from repurchasing customers (The Economist, 2000), and eBay is attracting new customers because of its referral system based on loyal existing customers (Reichheld and Schefter, 2000).

Consumer decision making is significantly influenced by both the speed and ease with which consumers can contact retail outlets. Many consumers turn to the Internet to reduce the effort associated with making a decision (Beauchamp and Ponder, 2010). While shopping consumers spend time and effort to complete multiple tasks and since today’s customer is more time-starved than ever, it is appropriate to consider the benefits of providing online shopping convenience. Online convenience has been one of the principal promoters of customer’s predisposition to adopt online purchasing (Jiang et al., 2013). Seiders et al. (2000) argue that the importance that customers put on convenience prompts retailers to redesign store operating systems and emphasize the efficiency of the service provided. At another level, retailers should focus on the increase of mobile apps and how they helped fuel and define how consumers value time and energy. The present study argues that consumers favor retailers that save them time and energy. Online retailers are certainly able to supply more convenience as store location becomes irrelevant and consumers may now shop from any location, 24 h a day, seven days a week (Beauchamp and Ponder, 2010). Therefore, companies must develop a more precise understanding of the impacts of online convenience. The main goal of the present study is to explore how consumers evaluate the dimension of convenience in the context of online retail, by focusing on the consumer experience with global retailers’ websites. The research gap emerges from the need to validate the research by (Jiang et al., 2013) and from questions which were not answered by later studies by Mpinganjira (2015), Mehmood and Najmi (2017), Haridasan and Fernando (2018) and Pham et al. (2018) namely the meaning of attentiveness convenience and the relationship with behavioral outcomes. Exploring the literature on convenience it is evident that convenience encompasses several dimensions. However, there has been no agreement on what these dimensions are (Seiders et al., 2007). Given the above reasoning, this paper seeks to deepen the understanding concerning the importance of online convenience and its dimensions. Based on (Jiang et al., 2013) proposed model the current investigation provides a theoretical contribution by expanding the capacity of the original model via the addition of attentiveness convenience construct to the original formulation. Furthermore, the current study provides an assessment of which dimensions of convenience are most important to consumers when shopping online. Lastly, since the majority of studies addressing online convenience have mainly focused on the relationship with purchase intentions (e.g. Pham et al., 2018), the current study supplements the study by Roy et al. (2016) and closes the gap by investigating the relationship between online convenience, behavioral intentions, satisfaction, e-WOM. In a practical sense, the identification of the dimensions that positively influence purchase behavior intentions and satisfaction can help managers to overcome obstacles to the delivery of an excellent and convenient service to customers, which represent a key driving force in enhancing companies’ online competitiveness.

Most online shopping platform firms generate revenue from three sources: pay-per-click search advertising, pay-per-impression display advertising, and membership fees. The strategies that influence these revenue sources typically are studied individually, rather than in a holistic fashion. In response, this study uses time-series data with 18 million buyers and sellers from 2010 to 2011 and undertakes a quasi-experiment to analyze how the distinct effects of buyer- and seller-side strategies on revenues (1) vary across all three revenue sources and (2) depend differentially on a platform’s upmarket repositioning strategy. The results show that buyers that purchase through direct traffic (e.g., typing in the site address) yield more display advertising and membership fee revenues than those gained through organic traffic (e.g., landing from a search engine). Engagement strategies that appeal to established sellers (i.e., value-added services) yield more search advertising and membership revenue than those that appeal to new sellers (i.e., social forums). An upmarket repositioning strategy (i.e., eliminating low quality sellers) enhances the revenue effects of buyer traffic generation and seller engagement strategies. Post hoc analyses suggest that a 1% increase in direct traffic generates an additional $151,506 in display advertising revenue after (vs. before) the repositioning.

The popularity of online shopping platforms, such as eBay, Rakuten, and Alibaba, is growing exponentially. According to an industry analysis, these two-sided platform companies “receive valuations two to four times higher . . . than companies with other business models” and are outperforming competitors in both their growth rates and profit margins (Libert, Wind, and Fenley 2014). Firms that participate on these shopping platforms often rely on a business model in which their services are available for free to buyers, but they extract profits from sellers. Accordingly, online platform firms collect revenues from sellers in three main ways: pay-per-click search advertising, pay-perimpression display advertising, and membership fees (Edelman 2014). To increase their revenue from these sources, the platform firms employ traffic generation strategies to bring buyers to the site, as well as seller engagement strategies to attract, enhance, and maintain sellers in the shopping journey. Yet extant research typically takes a piecemeal approach and addresses one revenue source at a time (Fang et al. 2015; Tucker and Zhang 2010). Instead, the primary objective of this article is to determine the relative revenue effects of buyer- and seller-side strategies across all three platform revenue sources simultaneously. Managers are interested in the revenue effects of specific, micro-level (i.e., buyer- and seller-side) strategies, but platform firms also can adjust their macro-level strategy, which has performance implications for both buyers and sellers on those platforms. In particular, as online platform firms mature, they often implement an upmarket repositioning strategy, similar to those that are prevalent in brick-and-mortar channels (Slywotzky et al. 2000). In this transition, the platform seeks to improve the quality of the products available on its site and thereby raise the overall level of reliability of the platform. For example, in an anti-counterfeiting campaign, eBay “banished tens of thousands of sellers from its auction marketplace who did not meet new, elevated standards,” after realizing that the loss of buyers’ trust would cause severe damage to its future revenue growth and potentially provoke costly lawsuits (The New York Times 2007). Because failing to foster trustworthiness creates “negative externalities” and “threaten[s] your core value proposition to your most valuable customers” (Halaburda 2010), it is critical to understand how macro-level upmarket repositioning strategies by a platform affect existing buyer- and seller-side strategies. Thus, a second objective of this research is to understand how a macro-level, upmarket repositioning strategy influences the effects of buyer- and seller-side strategies on all three revenue sources.

1. Introduction

2. Materials and Method

3. Findings

4. Conclusion

References

The Internet has been an essential part of everyday life with the information technologies developing rapidly. It has become a common place for people where they communicate with others, do banking transactions, shop and so on. Notably, supplying all kinds of needs through online shopping has turned into an outstanding phenomenon. Electronic web based shopping systems which are growing in number day by day have took the place of traditional, face-to-face and written trade systems based on record forms. Not only the benefits has it offered for customers preferring online shopping, but also the advantages it provides for the companies make it popular for both sides. This study aims to investigate the feelings and thoughts of college students about online shopping. The study was conducted on college students studying at Trakya University, Kesan Yusuf Capraz School of Applied Disciplines. The students’ feelings and thoughts about online shopping were evaluated by analyzing the obtained data.

Introduction

The Internet has become an important part of human life with the recent developments in information technologies and the many improvements have been brought to our lives. It has become a common place for people where they communicate with others, do banking transactions, shop and so on. Especially, online marketing applications utilized by companies and the online shopping trends have gained popularity worldwide also providing many advantages for both companies and consumers. The increasing number of advantages with increasing varieties also makes online shopping much more popular. Electronic web based shopping systems which are growing in number day by day have took the place of traditional, face-to-face and written trade systems based on record forms. Consumers explore a brand-new shopping experience on electronic and web-based media. So, the online shopping options meet the consumers’ all kinds of needs and wishes which affects the feelings and attitudes. The internet has become a vital concept which removes the boundaries and helps people communicate worldwide. People can get goods and marketing services without coming face to face with others and thus helping the formation of new online consumption trends (Cankorkmaz, 2010). As a result, electronic commerce has come forward including consumers and marketers both. The concept broad in scope has many definitions regarding different institutions and persons. Electronic commerce has a wide range of definitions, such as any electronic communication that has a commercial end (Anbar, 2001), any online shopping activity in which all the payments including the sales and purchase of all kinds of goods and services are done using computer technologies, electronic communication media and related technologies (Sarısakal & Aydın, 2003), a process that enables people to use webbased technologies to make commercial transactions easier (Bulut et al.., 2006) or an umbrella term that is inclusive of service, online communication, cooperation and society (Arpacı & Ulucay, 2012).