How E-Commerce Security Influences Consumer Buying Behaviour- Case Study Amazon UK

How E-Commerce Security
Influences Consumer Buying
Behaviour- Case Study Amazon
UK

EXECUTIVE SUMMARY
The topic investigates regarding the consumer buying behaviour and the e-commerce
security. The investigation is mainly based on case study of Amazon that emphasis on e-
commerce services to the consumers. In relation to this investigation, different number of
activities have been applied by researcher. Research aim and objectives have been achieved with
the help of topic. Literature review is another part of dissertation which have been completed by
identifying point of view of authors about the e-commerce and its influence on consumer's
buying behaviour. Research methodology is an activity of dissertation which is completed with
the application of positivism philosophy, deductive approach, quantitative research, primary
method of data collection, interview, investigation strategy, etc. All these are considered useful
research methods which have been followed by researcher for collecting reliable as well as in-
depth information regarding the e-commerce security. Data collection have been done with the
use of interview questionnaire. As it will assist a researcher by giving them information in
accurate and detailed manner. Data analysis is another activity which have been completed by
researcher with the use of analytical technique such as thematic analysis. Conclusion and
recommendation is another and effective activity which will support an investigator to achieve
each objectives of research within given time period. At last reflection and alternative research
methodology also done by analysing personal experience of researcher and suggesting
alternative research methodology. Therefore, all these are introduced most essential activities of
research and helps an researcher to finish these activities within given time frame.

Table of Content

TOPIC
“How e-commerce security influences consumer buying behaviour- Case study Amazon
UK”.
CHAPTER 1: INTRODUCTION
1.1
E-commerce refers to both online retail and electronic transactions. It introduces to the
selling and buying of products or service online. In simple word, e-commerce is the effective
activity of selling or purchasing of products over the internet or on online service. E-commerce
can be done via many platforms such as computers, mobile phones, tablets etc. Nearly every
imaginable product or service is available through e-commerce transactions which can be done
by electronic fund transfers (Akman and Mishra, 2017). Along with this, secure network is an
important part of any type of deal that takes place over the internet. For this, clients will lose
their trust in e-business is its security is compromised. Therefore, e-commerce security
introduces to the principles which lead safe or risk-free electronic deals, allowing the selling and
buying of services and products using the internet. There are different obvious and requirements
of e-commerce security such as privacy, integrity, confidentiality, availability, Encryption,
auditability, authentication, non-repudiation etc. All these are important needs of e-commerce
security which will helps an organisation while transferring of money and data, and buying and
selling of goods through internet.
Consumer buying behaviour comprises of a consumer's intentions, preferences and
attitudes in market when buying a product or service. Also it refers to an effective process and
acts of decision that involved in purchasing and using products. There are different factors that
directly influence of consumer's buying behaviour of E-commerce such as website design,
loading speed of website, product reviews, shipping policy, payment safety, mobile experience,
customer support, easy return policy, being active on social media platforms, occasional
discounts and coupons etc. All these are main factors that highly impact on buying decision of
consumers about the specific products and services (Baubonienė and Gulevičiūtė, 2015). E-
commerce is giving the different advantages to the consumers, as they can acquire the services
and products of their own choices over the internet. The organisations are emphasised on to
maximise the satisfaction by giving with the high level of satisfaction.
1

For this dissertation, Amazon is taken which is an American multinational technology
company that focuses on e-commerce, cloud computing, digital streaming and artificial
intelligence. Amazon are following the web technology for the social interactions or link so that
consumers via the use of internet can increase the sales on continuous basis. Along with this,
company mainly emphasised on giving the quality product and service to the consumers and it is
known that consumers are getting better e-commerce or online experience via the online
distribution channel (Jiang, Jun and Yang, 2016).
1.2
Amazon is an American multinational technology company which was founded in 1194
by Jeff Bezons. It is headquartered in Seattle, Washington, United States. Company focuses on
online trading, digital streaming, artificial intelligence and cloud computing. As it is biggest
organisation as compare to other such as Google, Facebook and Apple. It is majorly internet
based organisation that mainly specialise in selling of music, books, housewares, toys,
electronics and many other products either straight away or as the broker between other
organisations and millions of customers who use Amazon. Web service of Amazon includes
computing resources and renting data storage which is called cloud computing (Amazon.com,
2019).
Amazon is one of the most popular or famous online marketplaces which is use by both
businesses as well as individuals, and the site is present in different nations and languages. Along
with this, Amazon kindle introduces as the famous products and Amazon app store. Company
offers infrastructure and software solutions for individuals as well as businesses also. Company
has storefront website for over a dozen various nations, and ships to closely every country in all
over the globe (Akman and Mishra, 2017). Therefore, Amazon is a multinational organisation
that has to use E-commerce which is directly impact on consumer's purchasing decision.
1.3
“To identify the influence of e-commerce security on consumer buying behaviour”. A
case study on Amazon UK.
2

1.4
A research objective introduces as a concise, clear and declarative statement, which gives
accurate direction to the investigator to investigate variables in systematic manner. Research
objective is mainly based on two variable which is dependent and independent (Juaneda-Ayensa,
Mosquera and Sierra Murillo, 2016). According to the current aim, consumer buying behaviour
is dependent variable because it is mainly depend of e-commerce security. As e-commerce is
independent variable according to the current study. Thus, with the help of dependent and
independent variable, some important research objectives will be determine as under:
 To identify the benefits of e- commerce to consumers of Amazon.
 To examine influence of e- commerce security on consumer buying behaviour.
 To determine different security issues that affects customers behaviour regarding online
purchasing.
 To examine the various ways through which Amazon can overcome from the e-
commerce security issues.
1.5
Q1) What are the influence of e-commerce security on consumer buying behaviour?
1. What are the benefits of e- commerce to consumers of Amazon?
2. What is the influence of e- commerce security on consumer buying behaviour?
3. What are the different security issues that affects customers behaviour regarding online
purchasing?
4. What are the various ways through which Amazon can overcome from the e-commerce
security issues?
1.6
Research Hypothesis
Hypothesis 1: There are benefits of e- commerce to consumers of Amazon.
Hypothesis 2: There is influence of e- commerce security on consumer buying behaviour.
Hypothesis 3: There are different security issues that affects customers behaviour regarding
online purchasing.
3

1.7
Impact of e-commerce security is main issue in an organisation. It will directly impact on
consumer's buying behaviour towards specific products or services. Along with this, e-commerce
is more essential and important way of purchasing a products from the Amazon. As it will helps
an organisation by saving its time and enhancing their brand image in customer's mind as well as
in marketplace. E-commerce security problems can be human error, intentional and accidental.
Along with this, e-commerce security is important for an organisation as well as customers.
Customers in large numbers start using e-commerce services if they are safe and secure. E-
commerce security will also assist Amazon by making trust and loyalty among customers. E-
commerce can easily change buying behaviour of customers. It further support Amazon to
increase customer base and achieve increased sales within given time period (Kabango and Asa,
2015).
1.8
The objective of conducting this dissertation is to analyse impact of e-commerce on
purchasing behaviour of consumers. For this, Amazon is given multinational organisation that
helps citizen by providing large number of job opportunities. Along with this, another purpose of
researcher for conducting this investigation is to improve their research skills such as data
collection, data interpretation , time management etc. All these are important skills for researcher
while completion of research within given time period. Current study can help the researcher in
personal as well as academic manner. In personal way, this research will support an investigator
by improving its knowledge about e-commerce. In academic way, this investigation helps
students by giving them accurate information about the impact of e-commerce that determines
consumer behaviour. Along with this, it helps researcher to analyse benefits of e- commerce on
consumers of Amazon, influence of e- commerce security and ways through which Amazon can
overcome these security issues (Nisar and Prabhakar, 2017). Thus, this research is more effective
and useful for researcher to enhance their knowledge about the e-commerce.
1.9
To identify the influence of e-commerce security on consumer's buying behaviour, it is
analysis that there is large gap in the present literature because online buying intentions of
customers are not emphasised through the Amazon. Still, there is requirement to analysis the gap
4