e-Shopping Experience in e-Tail Market

e-Shopping Experience in e-Tail Market

Kamaladevi B. (Bharathiar University, Coimbatore, Tamil Nadu, India) and Vanitha Mani M.R. (Excel Business School, Tamil Nadu, India)
Copyright: © 2014 |Pages: 12
DOI: 10.4018/ijissc.2014040102


Survival of fittest and fastest is the mantra of today's business game. In the modern e-Business era, the retailer must focus on the customer's e-Tailing experience to survive in the e-World. To focus an e-Customer's experience towards e-Tailing, the retailers should understand what “e-Tailing” actually means. e-Retailing is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. e-Tailing can be referred as e-web store, e-Shop, e-Store, Internet shop, web-shop, web-store, online store, and virtual store. On the other hand, e-Customer Experience Management is a strategy that focuses the operations and processes of an e-Business around the needs of the individual e-Customer. It represents a strategy that results in a win–win value exchange between the e-Tailer and their e-Customers. The goal of e-Customer experience management is to move customers from satisfied to loyal and then from loyal to advocate. This paper focuses on the role of macro factors influencing e-Customers to make e-Shopping and how they can shape e-Customer experiences and behaviors. As a result, e-Store information quality, e-Shopping cost, e-Store design quality, e-Privacy/security, e-Customer service and e-Delivery service quality are found as the macro factors influencing e-Customers towards e-Tailing.
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Business – to – Customer e-Tailing first evolved more than a decade ago. The researchers of electronic commerce constantly strive to gain an improved insight into consumer behaviour in cyberspace. The rapid development of e-Retailing continue to explain e-Consumers’ behaviour from different perspectives. Many of the research studies stress new emergent factors which turns the e-Customers behaviour towards e-Shopping from traditional shopping. Let us have a look at the few statistics which adds-on feather to the e-Tailing.

The US retail economy was worth roughly $4.4 trillion in 2012 (US Commerce Department) and e-Commerce came in at $186 billion according to comScore, that would mean that US e-Commerce was worth less than 5% of total retail (See Table 1).

Table 1.
Estimated quarterly U.S. retail sales: Total and e-Commerce (estimates are based on data from the monthly retail trade survey and administrative records)

The US Commerce Department estimated e-Commerce to be about 5.8% of Q2 retail sales. Spending on local services is worth at least another $2.9 trillion according to the Bureau of Labor Statistics. That means in-store/offline spending in the US is roughly $7.3 trillion.

Figure 1 shows the country-wise online sales for the period 2012-2017, which is increased and expected to increase in the forthcoming years. The reasons for customers shopping online includes: time savings (73%); more product variety (67%); easy price comparison (59%); and lower prices (53%). Customers use the e-Tailing websites, not only to shop the products online, but also to compare prices, product features and after sale service facilities they will receive if they purchase the product from a particular store. Many experts are optimistic about the prospect of online business.

Figure 1.

Forecast: European online sales by country 2012-2017 (Source: Forrester Research, Inc.)

Research Objectives

The research objectives are two-fold:

  • 1.

    To analyse the major factors influencing e-Shopping experience towards e-Tailing;

  • 2.

    Steps to improve e-Tailing experience.

Conceptual Background

The overview of review of literature presented in Table 2 shows the factors influencing e-Shopping experience towards e-Shopping.

Table 2.
Overview of review of literature shows the factors influencing e-Customer experience towards e-Shopping
Factors Influencing e-Shopping Experience towards e-TailingStudy
     (i) e-Store information qualitySüleyman Barutçu (2010), C. Liu, K.P. Arnett(2000), Seethamraju & Ravi(2006), Mehrbakhsh Nilashi & et al. (2012), Hadrian Djajadikerta and Terri Trireksani (2006)
     (ii) e-Shopping costCivic Consulting (2011), Dan Su & Xu Huang (2011), Andrea Pozzi (2012), Susan Kleinman (2012), US Online Retail Forecast, 2010 To 2015 - Forrester Research, Inc., February 2011.
     (iii) e-Store design quality Roy, S.K., and Butaney, G. (2010), Aykut Hamit Turan(2012), Barutçu, S. (2006b), Ki-Han Chung & Jae-Ik Shin (2009), Mohd Fazli Mohd Sam & Md Nor Hayati Tahir (2009)
     (iv) e-Privacy /security Schaupp & Bélanger (2005), Mojtaba Nourbakhsh & et al., (2012), Wen Gong & et al (2012), Kirsten A. Passyn, Memo Diriker & Robert B. Settle (2011), Gurvinder S. Shergill & Zhaobin Chen (2005).
     (v) e-Customer serviceMohammed Ateeq Alanezi, Ahmed Kamil & Shuib Basri(2010), Gwo-Guang Lee & Hsiu-Fen Lin (2005), Bahram Ranjbarian, Saeed Fathi & Zeynab Rezaei (2012), Dahiya Richa(2012), Haemoon Oh (1999).
     (vi) e-Delivery service qualitySusan Kleinman (2012), Imam Tahyudin (2012), Srini S. Srinivasana, Rolph Andersona & Kishore Ponnavolub (2012), Valarie A. Zeithaml, A. Parasuraman & Arvind Malhotra(2002), Jason Rutter and Dale Southerton (2000).

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