A REVIEW ON RESEARCH

PAPER
E-CONSUMER BEHAVIOUR:
Past, present and future
Trajectories of an Evolving Retail
Revolution
Presented By:
AKANKSHA
ARCHIT
MALVIKA
MASRUR
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Research paper on e consumer

behaviour

INTRODUCTION

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Research paper on e consumer behaviour

 Shopping online has emerged as one of the most popular

Internet applications
Initially the selling focus was on durable, non-food items
such as books, but now a days almost any product can
traded on-line
It is not surprising then that the major retailers have
capitalized on that selling format
For example: in the UK Tesco was the first grocery
retailer launch this facility in 1996
The paper was examines the past, present and future of econsumer behavior

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Research paper on e consumer behaviour

Objectives of Paper
Is to shed further light on the past and present status of the

e-consumer phenomenon
By looking into online shopping behaviour and by
examining the major reasons for being motivated or demotivated from buying online, focusing on the trust
element

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Research paper on e consumer behaviour

Literature Review

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Research paper on e consumer behaviour

In 2000 these are the following findings by Morganosky

Cude are :
The majority cited convenience and time saving as their
primary motivation for buying groceries
Shopping online appears to be the most advanced leading
edge technology in grocery shopping
Online grocery seem to recognize and value differences
between the online shopping experience and the in-store
shopping experience

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Research paper on e consumer behaviour

In 2001 these are the following findings by Lee Turban:

The parameters that may effect consumer trust in internet
shopping include:
Credit card loss assurance policies
Product warranty policies
Policy on returned merchandise
Ability to schedule customer service session

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Research paper on e consumer behaviour

RESEARCH METHODOLOGY

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Research paper on e consumer behaviour

Past review on Internet consumer

shopping

Rowley (1998) states that the Internet shopping

experience has become a challenge for Internet retailers
that need to ensure success at each stage
Focusing on the demographic element of the e-consumer
Mintal (2000, 2003) reports that the UK Internet user is
predominately male, aged 20-30 and has an AB socioeconomic background
This study done by the Rodger and Harris in 2003

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Research paper on e consumer behaviour

Browsing & Product Experience

Selection & Ordering

Security & Payment

Delivery
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Present review
shopping

on

Internet

consumer

Sample size of that survey is

5000
Focusing on the online adults
Sample area is US
This study executed by Gartner
in 2006

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Present review on internet consumer

shopping
The research indicated that 70% of the surveyed online

consumers do not trust unknown companies and delete

suspicious emails from unrecognised sources
Online consumers were concerned about cyber crime and
are still concerned about online privacy and security
Unavoidably, these concerns lead to changes in online
behaviour with online consumers preferring to shop from
recognised retailers which have already worked on how to
increase online consumer confidence

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Future review on Internet consumer

shopping
Jones and Wijayasarathy (1998) suggest that electronic

shopping has the potential to radically alter the structure of

shopping behaviour
Forsythe and Shi (2003) believe that the Internet represents
a fundamentally different environment for retailing from
traditional retailing media
However, any radical transformations would have required
new approaches to Consumer Behaviour and Attitude and
one could argue that improvements and electronic
evolutions of existing shopping mechanisms are not enough
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FINDINGS AND ANALYSIS

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On the basis of past review, it was analyze that

women were less emotionally satisfied with

Internet shopping than men
Because that emotional bond with the retailer
is not evident in a virtual environment
On the basis of present review, almost half of
these 46% had concerns about theft of
information
Similarly, 70% of the surveyed online
consumers do not trust unknown companies
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CONCLUSION
The current paper has suggested a conceptual framework
illustrating an online retail revolution in connection with
consumer trust and e-consumer behaviour
Whether these changes justify a claim that there has been a
radical transformation in retailing or that these changes were
just the natural evolution of retailing, due to technological
advances, is something that can be debated
The authors consider this revolution to be very useful to
business managers and other stakeholders such as consumer
bodies and associations
For example, retail managers should pay further attention to
the trust element and should still differentiate their strategies
by developing trust-building programs with consumers

 Consumer bodies and associations should also take into

consideration the proposed arguments, especially the one

related to the future state of the revolution
We believe that they will find these points extremely beneficial
in order to protect and guarantee the welfare and well-being of
their members and to minimise their possible exploitation
Last but not least, further work is required to confirm /
disconfirm our findings, including further empirical research
work with retail managers and consumers
The recommended revolutionary process in connection with
the trust element requires further attention whilst the possible
application of this revolution to other online firms, not just
retailers, could form another investigation

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LEARNING
To improve shopping, respondents of this survey most often asked for

easier processes for locating products / services, along with improved

visuals / graphics
There is a need to profile the online shopper using more sophisticated
psychographic measures such as shopping orientations, rather than
relying solely on demographics
Consumers cite fear that credit card details will be stolen
Although certain things have improved, e.g. delivery, there is still
substantial room for improvement
Key information is often lacking, e.g. failure to disclose whether a
product is in stock
Returning goods and getting a refund was often problematic
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REFERENCES
Anon [A] (2002). Converting Web users to Web shoppers. Strategic Direction

18(4) 1012.
Anon [B] (2002). Internet users weigh in worldwide: a new report finds that even
though more Internet users plan to buy online this year, security is the highest
concern for Web shoppers worldwide. Direct Marketing 65(6), 2836.
Brown, D., Oleksik, G., & Bisdee, D. (2007). Consumer attitudes review, Internet
shopping Annexe E. Prepared for the Office of Fair Trading, Crown Copyright.
Finextra (2006). Security fears scare off US customers from online banking,
shopping. Retrieved July 17, 2007, from: http://
www.finextra.com/fullstory.asp?id=16204
Fletcher, W. (1999). Buying the groceries via home shopping is not a fresh
concept. Marketing (May), 1617.
Forsythe, S.M., & Shi, B. (2003). Consumer patronage and risk perceptions in
Internet shopping. Journal of Business Research 56, 867875.
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 Fram, E.H., & Grady, D.B. (1997).Internet shoppers: is there a surfer

gender gap?. Direct Marketing 59 (9), 46 51.

Girard, T. Korgaonkar, P. , & Silverblatt, R. (2003). Relationship of type of
product, shopping orientations and demographics with preference for
shopping on the Internet. Journal of Business and Psychology 18(1), 101
120.
Jones, J.M., & Vijayasaratgy L.R. (1998). Internet consumer catalog
shopping: findings from an exploratory study and directions for future
research. Internet Research: Electronic Networking Applications and Policy
8(4) 322 330.
Koyuncu, C., & Bhattacharya, (2004). The impacts of quickness, price,
payment risk, and delivery issues on on-line shopping. Journal of SocioEconomics 33(2), 241-251.
Lee, M.K.O., & Turban, E. (2001). A trust model for consumer Internet
shopping. International Journal of Electronic Commerce 6(1), 7591.
Leonard, K. (2005) .Its not shopping cart abandonment, its comparison
shopping. Retrieved July 17, 2007, from Internet Retailer Web site:
http://www.internetretailer.com

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T
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