Academic journal article Academy of Marketing Studies Journal

Online Shopping Behavior in West and East: A Comparative Analysis of USA and UAE Shoppers

Academic journal article Academy of Marketing Studies Journal

Online Shopping Behavior in West and East: A Comparative Analysis of USA and UAE Shoppers

Article excerpt

INTRODUCTION

With the invent of new technology of internet, consumer's buying behaviour has changed dramatically and new shopping habits have evolved gradually during the last one decade or more. Lubis (2018), states that due to stable and faster presence of internet, human behavior has changed dramatically at a much rapid rate. Distance becoming meaningless day-by-day. Communications and trading happens much faster thru internet that too without any significant pauses. This new medium of trading "business-to-consumer electronic commerce (e-commerce)" has captivated the attention of retail marketers.

These days online shopping mode is becoming more popular because of convenience and comfort shoppers get in sitting at home and experiencing good shopping. Shanthi & Kannaiah (2015) feels that although many shoppers are moving towards webstores, but still at large consumers prefer to shop directly from the physical stores. Further they stated that theoretically it may sound good that people have begun to shift to online shopping. Nevertheless, a large number of shoppers practically still survive by using traditional ways of shopping due to their varied reasons at certain times for certain type of products. Lubis (2018) says by introducing online shopping apps, these days many traditional retail stores are turning into online webstores. Due to presence of online shopping mode in addition to traditional physical shops, buyer shopping behavior is greatly influenced and changed. Today, the conventional retailers are questioning whether their traditional brick-and-mortor model (traditional physical shops) will continue to be successful or to meet the new challanges they should adapt to brick-and-click model (online webstores) i.e. adding the e-tailing mode to their conventional physical retail stores (Saxena et al., 2018).

Barutcu (2010) says that business and marketing activities have been influenced by internet technology and this revolutionary development and use of internet has modified the functioning of marketing, retailing, advertising, commerce and shopping of goods and services. Use of internet facilitates e-shoppers to have quick and easy access to information about products and services; vertical information i.e. facilitates buyers to compare competitor's products and information quickly at low cost to efficiently screen the competitive offerings and locate a low price for a specific product and service (Kolesar & Galbraith, 2000). Barutcu (2010) stated, even an increasing number of e-customers are turning to the internet to make their purchases, many e-stores are going out of business. An e-shopper can very easily switch to another e-retailer because of not getting satisfactory e-service quality, high price of products or e-store design etc. Moreover, there is no switching cost from one e-tailer to another one. Therefore, one of the main issues in e-marketing is related to e-customer satisfaction level provided during e-shopping.

Kim & Eam (2002) stated that on the one hand, improving e-shopper's satisfaction level has a greater chance of repurchasing from the same e-retailer and remaining a loyal e-customer of e-shopping mode. On the other hand, if an e-shopper is dis-satisfied is likely to move from e-stores to traditional shopping store and most likely will spread negative word-of-mouth for e-shopping mode. Thus, e-shoppers who are not fully satisfied thru e-shopping mode might not shop a product or service from e-stores if they have an option of buying somewhere else. Faqih (2013) says that due to comfort and a better experience people prefer online buying. Also this mode is becoming more and more popular because of steady stream of new online buyers and emergence of new product categories sales on online mode. E-commerce statistics confirm the explosive pace at which this industry has developed as worldwide B2C e-commerce sales amounted to more than 1.2 trillion US dollars in 2013 (Saxena et al. …

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