“A profound shift in the economy is underway - the industrial age economy is rapidly giving way to the Internet age economy.“1
Four years after the New Economy crash the Internet Economy is booming and hopes that mobile offers will further increase the speed.2 With the number of online sales for goods and services increasing every day3, online shopping - with sales growth rates outpacing traditional retailing purchases - has become one of the
fastest growing forms of shopping4. The statement above explains the reason why the term Electronic Commerce has kept both business research and business practice as occupied as barely any other term, in the last years.5 Warren D. Raisch writes about this shift in the economy that “the global development and acceptance of the Internet as the new standard for communication and commerce provides us with a powerful new global Internet-based E-Business network (...).“6
Realizing that we live in a global marketplace with international trade7 additionally pushed by the Internet, companies face a stronger competition and the need to create more value for customers than their competitors. In this context, it is important for companies to realize that, through the Internet, there is a power
shift to the customer. Furthermore, as customers will demand and tolerate only delightening buying experiences, it is a necessity to capture and analyze information about buying behavior in the 21st century business.8
When talking about E-Commerce, which is a part of Electronic Business (E-Business), describing the sale of goods and services via the Internet targeting a mass market9, the following two areas have to be differentiated: Business-to-Cus- tomer (B2C) E-Commerce, meaning the settlement of buying contracts between a
commercial seller and an end-consumer via electronic media, and Business-to-Business (B2B) E-Commerce, describing the same action but between two commercial
business partners. 10 11
In this paper, the focus lies on B2C E-Commerce as this is the most interesting area regarding marketing.12 13 Therefore, to better understand the online purchase behavior of private consumers, in the frame of the following analysis the influencing factors of shopping over the Internet are examined. Since determining the factors influencing online shopping behavior also discovers those factors hindering the usage of the Internet as a shopping platform, suggestions to improve and adjust online offers appropriately can be made.14
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 1.1 Overview of Online Shopping Trend
- 1.1.1 Online Shopping in Germany
- 1.1.2 Online Shopping in the USA
- 1.1.3 Online Shopping World-Wide
- 1.2 Objectives of the Paper
- 2 Online Buyer Behavior
- 2.1 E-Commerce Barriers
- 2.1.1 Consumer Concerns
- 2.1.2 Delivery Problems
- 2.1.3 Operating with Technology
- 2.2 E-Commerce Advantages
- 2.2.1 Convenience
- 2.2.2 Price Competitiveness
- 2.2.3 Wider Choice Range
- 2.3 Online Buyer Profile
- 3 A Framework for Factors Influencing Online Purchasing Behavior
- 3.1 Personality
- 3.1.1 Internet Usage
- 3.1.2 Attitude towards Online Shopping
- 3.1.3 Perceived Convenience
- 3.1.4 Perceived Risk
- 3.1.5 Perceived Trust
- 3.2 Purchase Situation
- 3.2.1 Online Shopping Experience
- 3.2.2 Shopping Purpose
- 3.2.3 Easiness of Order Procedure
- 3.2.4 Payment Options
- 3.2.5 Web Site Usability
- 3.3 Product Qualities
- 3.3.1 Price Competitiveness
- 3.3.2 Brand Reputation
- 3.3.3 Speed of Delivery
- 3.3.4 Choice Range
- 3.4 Product Categories
- 3.4.1 Books
- 3.4.2 Clothes
- 3.4.3 Flights
- 3.5 Nationality
- 4 Research Methodology and Data Interpretation
- 4.1 Data Collection
- 4.2 Sample
- 4.3 Methodology of Analysis
- 4.4 Research Results for German Consumers
- 4.4.1 Influencing Factors of Online Purchasing Behavior
- 4.4.1.1 Personality
- 4.4.1.2 Purchase Situation
- 4.4.1.3 Product Qualities
- 4.4.2 Comparison of Online and Not-Online Buyers
- 4.4.2.1 Differences
- 4.4.2.2 Similarities
- 4.5 Research Results for American Consumers
- 4.5.1 Influencing Factors of Online Purchasing Behavior
- 4.5.1.1 Personality
- 4.5.1.2 Purchase Situation
- 4.5.1.3 Product Qualities
- 4.5.2 Comparison of Online and Not-Online Buyers
- 4.5.2.1 Differences
- 4.5.2.2 Similarities
- 4.6 Comparison of German and American Consumers
- 5 Implications, Limitations and Outlook
- 5.1 Management Implications
- 5.1.1 Differences between Product Categories
- 5.1.2 Reduction of Uncertainty to improve Online Shopping Acceptance
- 5.1.2.1 Online Payment Security
- 5.1.2.2 Brand Reputation
- 5.1.2.3 Warranty Seals
- 5.2 Limitations
- 5.3 Outlook
- 6 References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis investigates the online shopping behavior of American and German consumers, comparing and contrasting their attitudes and motivations towards online purchasing. It aims to understand the factors influencing their choices, both in terms of personality traits and situational factors, and to identify key differences and similarities between the two nationalities.
- Comparative analysis of online shopping behavior between American and German consumers
- Identification of key factors influencing online purchasing decisions, including personality, purchase situation, and product qualities
- Exploration of barriers and advantages associated with online shopping
- Examination of the impact of nationality on consumer perceptions and preferences
- Development of insights for businesses seeking to optimize their online shopping strategies
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Introduction
- Chapter 2: Online Buyer Behavior
- Chapter 3: A Framework for Factors Influencing Online Purchasing Behavior
- Chapter 4: Research Methodology and Data Interpretation
This chapter provides an overview of the online shopping trend, highlighting its growth in Germany, the USA, and worldwide. It also outlines the objectives of the thesis.
This chapter delves into the factors influencing online buyer behavior, focusing on both the barriers and advantages of e-commerce. It discusses consumer concerns, delivery problems, operating with technology, convenience, price competitiveness, and wider choice range. The chapter concludes with an overview of the online buyer profile.
This chapter presents a framework for understanding the factors influencing online purchasing behavior, categorizing them into personality, purchase situation, product qualities, and nationality. It examines each category in detail, exploring the specific elements that impact consumer decisions.
This chapter outlines the research methodology employed in the thesis, including data collection, sample selection, and methods of analysis. It presents the research results for German consumers, focusing on influencing factors, a comparison of online and not-online buyers, and an identification of key differences and similarities. The chapter also provides similar findings for American consumers.
Schlüsselwörter (Keywords)
This thesis focuses on online shopping behavior, consumer attitudes, influencing factors, nationality, e-commerce barriers and advantages, comparative analysis, research methodology, and data interpretation. It examines the impact of personality, purchase situation, and product qualities on consumer choices.
- Quote paper
- MBA, LL.M, Diplom-Kauffrau Silke Kühn (Author), 2004, A Comparison of Online Shopping Behavior of American and German Consumers, Munich, GRIN Verlag, https://www.grin.com/document/141245
