E-COMMERCE AND IT'S INFLUENCE IN CHANGING IN PURCHASING

BEHAVIOR OF MODERN CONSUMERS

In partial fulfillment of the requirements in the course

Marketing Research 1

Submitted by:

Gonzalvo, Grace,
Jamelarin, Carolyn,
Javelosa, Trisha Mae,
Laidan, Julian Moises,
Mendoza, Nikki Ann,
Ratilla, Joyce Ann,
Rayala, Christian,
Serenilla, Airene C.

Submitted to:

DR. FERDINAND J. PIANO

Research Professor

OCTOBER 2022
INTRODUCTION

JAMELARIN & SERENILLA

The term "e-commerce," also referred to as "electronic commerce"

or "internet commerce," describes the process of buying and selling goods or

services through the internet while transmitting funds and data. With an

optimized and well-developed website, you can't only achieve these

pretensions but also give your guests round the timepiece, accessible service,

which can help your business. Ecommerce offers businesses a wide range of

openings, from marketing openings to increasing your product's capacities to

generating further deals.

In the last few years since the announcement of the pandemic,

e-commerce has become the predominant. Online buying was already starting

to overtake traditional retail shopping as customers' preferred method of

shopping, and this trend further grew during the global pandemic. These

changes in shopping are being driven by developments in ecommerce.

Consumers no longer need to leave their homes to shop. Ecommerce has

totally changed the way that customers purchase by putting the shopping

experience at their fingertips on desktop and mobile devices. This article

explores the most significant ways that e-commerce has altered consumer

purchasing behavior. The ability for consumers to purchase whenever and

from anywhere has had the most impact on consumer purchasing behavior.

They are no longer restricted to purchasing within store hours. While it has

long been possible to do research and shop online, the availability of mobile

has elevated ecommerce to a new level because customers may utilize the

device at any stage of the sales cycle.

Consumer behavior today is characterized by independence.

Customers prefer to do their web research before choosing a product,

bypassing salespeople entirely. This implies that social media influencers with

large followings who work in the digital sphere can swiftly ascertain the brands

that their fans favor.

The evolution of sophisticated software and computerized hardware

over the past two decades has had an impact on how businesses operate in

today's fiercely competitive and complex global markets. Kotler and Armstrong

(2010) hold the opinion that companies initially started offering a brick and

mortar system in which customers were given the choice between going to the

store or making purchases online from the official websites of the company,

starting from traditional shops where consumers had to go physically for

making purchases. Kotler and Armstrong (2010) examined the rise of internet

enterprises without any sort of physical presence in the form of stores; Valvi

and West (2012) expanded on this. Not only has there been a change in how

businesses operate, but there has also been a change in how consumers look

for, evaluate, compare, and buy goods and services. Instead of physically
visiting businesses to examine things and make purchasing decisions as was

once the case, people can now explore, compare, and buy products online

from the comfort of their homes thanks to the present market.

(Jarvenpaa and Todd, 1996; Chang and Kannan, 2006) said, “These

studies examined the online behavior of consumers in numerous dimensions

and postulated perceptions behind online shopping behavior and attributes.”

Thus, (Park and Kim, 2003) discuss consumer information process styles and

online store layouts. Moreover, (Karahanna et al., 1999; Limayem et al., 2001;

Foucault and Scheufele, 2002) talked about behavioral and normative beliefs

about technology adoption. Furthermore, (Jarvenpaa et al., 1999; Akhlaq and

Ahmed, 2015; Haider and Nasir, 2016; Pappas, 2016) tackled risks related to

online shopping. Lastly, (Van der Heijden et al., 2003; Prashar et al., 2015)

said about technology-oriented factors affecting online purchase intention.

In general, past research' implications tended to fall into two

categories: (A) "product and shopping characteristics" that are

customer-specific, and (B) "technical attributes" that are the website- and

technology-specific. To get insights into how consumers behave when making

purchases online, no study to date has merged attributes of both the

"customer-specific" and "technology-specific" dimensions into a unified

framework. Thus, it's important to address the underpinning causes that may

impact consumers' opinions to make purchases online. Based on these

considerations, the current study suggests a thorough framework that takes

into account all the variables influencing consumers' online purchasing

decisions during the pandemic.

The Technology Acceptance Model (TAM) (Davis, 1989), which is an

extension of the Theory of Planned Behavior (TPB), serves as the theoretical

foundation for this study in this regard (Ajzen, 1985). As the current study

explores an online consumer's buying behavior, it tends to forecast how

consumers' perceived benefits, perceived ease of use, perceived enjoyment,

and social influence have an impact to shape consumers' intention and

behavior to make an online purchase.

REFERENCES:

ORIGINAL RESEARCH article:

Front. Psychol., (10 August 2022) Sec. Organizational Psychology

https://doi.org/10.3389/fpsyg.2022.919334

Edited by Abdul H. Pitafi, Sir Syed University of Engineering and Technology,

Pakistan https://www.frontiersin.org/articles/10.3389/fpsyg.2022.919334/full

CHANGED CONSUMER BEHAVIOUR

Written by ESW | Feb 15, 2022

https://esw.com/blog/how-ecommerce-has-changed-consumer-behaviour/
BACKGROUND OF THE STUDY

RAYALA & GONZALVO & RATILLA

This study shows the influencing power of E-commerce on the

buying behaviour and pattern of customers and how it has changed and

advanced. Over the last two decades E-commerce has advanced in such a

way that it has spread into almost the whole world. The rise of E-commerce

was seen as a great opportunity to enhance business and adapted by most of

the businesses. This adaptation brought revolution in the consumer buying

behavior and it has been observed that most of the people switched to online

shopping and the businesses have altered their strategies to advance their

marketing ways in order to increase their sales in this category. Mostly all the

electronic systems were made for one purpose i.e. to save time and be

efficient (Turban et al., 2002).

The main aim of businesses in adapting E-commerce is to provide ease to

people so that they won’t have to go to any physical stores and everything

comes in handy and they govern most of their purchases by their

fingertips. Most of the famous industries and firms are now made available on

the Internet as they have observed the demands of the consumers. Only

physical stores are not enough for the businesses now, their online presence

is equally valuable which also includes their official websites and the services

that they are capable of providing. Furthermore, E-commerce is a tool by

which the firms have the capability to save time and increase their profit

margin and by simplifying the purchase process a business can rise as more

advanced and revolutionized.

E-commerce has not only changed the purchasing pattern of the customers

but also their perception, perspective and attitudes in shopping. Even in the

area of health and digital technology. It is now an essential component which

demands a lot of focus by the businesses and to blend in and be prominent

and dominant in the social environment. Also, in the supply chain of company

and electronic data interchange it plays a significant role. This study shows

how e-commerce strengthens the communities and influences their

standpoints by introducing promotions, marketing methods, created value and

reliability. In this study, by attaining the outlooks of individuals, the extent of

effect of E-commerce would be identified upon consumers, stakeholders and

businesses. Delone and Mclean (2004) states that, the businesses invests so

much in E-commerce so it is necessary that the impact on consumers would

be at large. Grandon (2004) discusses the impact of E-commerce by stating

that it is a combination of business and electronic which aims at success and

requires additional management.

Consumers have grown accustomed to internet shopping and receiving

packages delivered to their home from anywhere in the world in recent years.

A social media campaign is defined as an integrated marketing approach that

uses more than two social media sites to reinforce or help a business's

purpose. According to Khan et al. (2020), campaigns frequently deviate from

standard social media metrics because of an increase in focusing, targeting,

and reviewing. A social media strategy, whether on Instagram or Facebook,

must, nevertheless, focus on a specific business goal. Consumer behavior

nowadays is characterized by autonomy. Consumers prefer to explore the

things they require online and choose the best option without contacting a

salesperson. This implies that social media influencers with a large following

may simply determine which items their followers use. Therefore, detailed

product information and improved service attracts more and more people who

have changed their consumer behavior from the traditional mode to rely on

internet shopping.

E-commerce refers to any sort of business or transaction that involves

the transmission of data through the Internet. It is a business technique that

allows companies to do transactions online. Businesses have established a

market presence as a result of e-commerce. Their present market position has

increased as a result of their ability to give great services at low prices.

E-commerce has improved the efficiency of the supply chain for products and

services. Every day, many individuals engage in e-commerce by purchasing

something online. Over the last few years, electronic commerce has risen in

popularity and profitability. Organizations are increasingly undertaking more

online operations and concentrating electronic sales. However, many

developing countries lag behind developed ones in terms of e-commerce

infrastructure. Because everyone in every country owns a Smartphone or a

tablet, e-commerce is becoming more popular and the growth of worldwide

e-commerce is bringing website happiness to customers. People are focusing

on numerous websites on social media in order to focus on new consumer

potential.

E-commerce influences customer purchasing behavior in a

variety of ways. E-commerce has a substantial influence on customer

behavior, according to the study. Customers now have more shopping

alternatives, and they are more convenient. Due to a lack of time, many

individuals choose to buy products and services online, which has boosted the

trend of online sales. Professionals and working individuals do not have time

to go to the market, therefore they obtain their needed services from their

home or workplace. They appreciate internet shopping because of its various

advantages.

APA REFERENCE:

Business Bliss Consultants FZE. (November 2018). Impact of E-Commerce on

Consumer Buying Behaviour. Retrieved from

https://ukdiss.com/examples/impact-e-commerce-consumer-buying-behaviour.

php?vref=1

Global Journal of Management and Business Studies. ISSN 2248-9878

Volume 3, Number 2 (2013), pp. 131-138

© Research India Publications

http://www.ripublication.com/gjmbs.htm

https://www.ripublication.com/gjmbs_spl/gjmbsv3n2spl_09.pdf

E-Commerce

Article Shared by Ruhaniika S

https://www.economicsdiscussion.net/business/e-commerce/31868
STATEMENT OF THE PROBLEM

MENDOZA & JAVELOSA & LAIDAN

STATEMENT OF THE PROBLEM

This study was conducted to determine the demographic profile of modern

consumers around the areas of Makati and Taguig City, and the influence of

E-Commerce in changing the purchasing behavior of those modern

consumers. Specifically, it sought answers to the following questions:

1.) What is the demographic profile of the modern consumers around the

areas of Makati and Taguig City in terms of the following:

1.1 Age

1.2 Gender

1.3 Occupation

1.4 Source of income

1.5 Purchase History

1.6 Favorite Online Store

2.) Did the modern customers in Makati and Taguig benefit from the usage of

E-commerce?
3.) Does E-commerce have some potential risks that could possibly cause an

inconvenience to the modern clients in Makati and Taguig?

4.) Did E-commerce affect the purchasing behaviors of the modern customers

in Makati and Taguig?

5.) Is there an extensive relationship between E-Commerce and the

purchasing behavior of the modern customers in Makati and Taguig?

6.) Do all the modern customers in Makati and Taguig have the same

purchasing behaviors?

7.) How does e-commerce rate its influence on changing buying behavior of

modern consumers?

8.) How E-Commerce changed the way consumers make their purchase

decisions?