E-commerce Market in Australia: Attributes Influencing Customers

This research focuses on the factors affecting customer satisfaction and loyalty towards e-commerce businesses in Australia. It explores the concept of e-commerce, its benefits and limitations, and the driving forces behind its growth. The study aims to identify the factors influencing customers' online shopping experience and recommend strategies for resolving issues related to e-commerce business. The research methodology includes data collection and analysis techniques. The findings will provide insights into the Australian e-commerce market and its impact on customer satisfaction.

Running head: E-COMMERCE MARKET IN AUSTRALIA- ATTRIBUTES INFLUENCING
CUSTOMERS
E-commerce market in Australia- Attributes Influencing Customers
Name of the Student
Name of the University

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E-COMMERCE MARKET IN AUSTRALIA- ATTRIBUTES INFLUENCING CUSTOMERS
Table of Contents
Chapter 1: Introduction....................................................................................................................4
1.1 Background.......................................................................................................................4
1.2 Rationale...........................................................................................................................6
1.3 Problem statement.............................................................................................................8
1.4 Aim, Objectives and Research questions..........................................................................8
Chapter 2: Literature Review...........................................................................................................9
2.1 Concept of E-commerce........................................................................................................9
2.2 Benefits and limitation of e-commerce..................................................................................9
2.3 Driving forces of E-Commerce...........................................................................................11
Chapter 3: Research Methodology............................................................................................13
3.1 Introduction..........................................................................................................................13
3.2 Research philosophy............................................................................................................13
3.3 Research approach...............................................................................................................14
3.4 Research design...................................................................................................................14
3.5 Data collection.....................................................................................................................15
3.6 Data analysis techniques......................................................................................................16
3.7 Population and test...............................................................................................................17
3.8 Ethical contemplations.........................................................................................................17
3.8 Research limitations.............................................................................................................18

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References......................................................................................................................................21

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E-COMMERCE MARKET IN AUSTRALIA- ATTRIBUTES INFLUENCING CUSTOMERS
Chapter 1: Introduction
1.1 Background
The advances in the internet technology has been glorifying the market in many aspects. The
population over the internet has been increasing continuously. The World Web Wide (WWW)
users have been multiplying rapidly over the internet (Rahayu and Day 2015). Various
organizations have been transferring their business over the internet. The e-commerce businesses
have been growing rapidly in many countries including Australia. The Australian e-commerce
market been capitalizing the economy of the country. The Australian economy has broken
various records in past history. This achievement of long term economic expansion has created a
strong retail environment (Ashraf et al. 2017). The expectation sand needs of the Australian
customers have been maintained by organizations over the year. The online shopping has been
prevailing in the market.

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Figure 1: Number of different types of e-commerce activities performed in the last six
months
(Source: Mathews et al. 2016)
The growth in online customers have given rise in the e-commerce industry in the country.
The development of e-commerce has been part of the world-wide phenomenon that has shown
impact on the market. Companies have been increasing pressure for adopting e-commerce for
retaining their existence over the internet. Various young generation people have been using
online services over the internet (Gregory, Ngo and Karavdic 2017). A new generation of
consumers have been reshaping the face of online shopping. In Australia, people between 18 to
36 ages demographic have been active over the internet and becoming new consumers of online
shopping system. The population of young generation have been increasing all over the
Australia. Therefore, demand of e-commerce have been increasing in the Australian market.

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However, satisfaction of customers have been major aspect for all the organization over the
internet. However, various factors have been stimulation dissatisfaction among customers in the
Australian market. These factors have been discussed in the research study (Hamad et al. 2015).
Various new companies and small and medium enterprises have not been able to satisfy their
customers over the e-commerce industry. This has been one of the factor of customer
dissatisfaction among customers.
1.2 Rationale
The Australian e-commerce market has been a growing one in recent years. The ecommerce
market has been able to generate economy for the government of the country. Australians have
spent $21.3 billion money by purchasing online goods (Gu et al. 2018). There has been growth in
the purchasing behavior of customers in the Australian market. The concept of e-commerce has
been new model in the country. Therefore, the craze of the e-commerce has been high in the
market. Customers have been purchasing clothes and other items from online. The online market
of Australia has been increasing in daily basis. However, the customer satisfaction has been a big
factor that needs to be generalized. Customer satisfaction level has been continuously changing
in the scenario (Altameem and Almakki 2017). The demands and expectations of customers
have been changing all the time. Therefore, organizations have not been able to meet
requirements of the customers.

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Figure 2: Adoption of e-commerce of different usage by internet users
(Source: Mathews et al. 2016)
Customer dissatisfaction has been a major factor in the online shopping market in
Australia. Satisfaction level of customer have been based upon several factors. The e-commerce
market has been able to engage and influence customers on the market. The online delivery
system has been helping customers to receive their order at their doorsteps (Suder, Wu and
SMEsOI 2017). However, there have been some issues faced with the quality and quantity of
items and ordered and recovered. Therefore, customer satisfaction level has been going down in
the market,

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This research has focused on the factors affecting the customer satisfaction in e-commerce
sites. Business organizations have been focusing on the development of customer engagement
model in the market. This paper investigate about the opinions of customers towards buying
items from online stores. The factors influencing the customers over the online stores have been
discussed in the research.
1.3 Problem statement
The main problem discussed in the research has been the factors affecting the customer
satisfaction and loyalty towards e-commerce businesses in Australia. This research has focuses
in measuring and analyzing the satisfaction level of customers on purchasing goods from online
store in Australia. The influencing factors for customers towards online stores have been
discussed. The factors affecting customer loyalty and satisfaction have been analysed.
1.4 Aim, Objectives and Research questions
The aim of the research has been analyzing factors affecting customer satisfaction and loyalty
towards e-commerce business in Australia.
Following are the objectives of the research:
 To identify factors imposing good or bad influences on e-commerce business
 To identify issues faced by customer on online shopping in Australia
 To recommend strategies for resolving these issues related to e-commerce business
Following are the research questions:
 What factors have been imposing good or bad influences on e-commerce business?
 What are the issues faced by customer on online shopping in Australia?
 How these issues related to e-commerce business can be resolved?

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1.5 Research Structure
Figure 3: Research structure
(Source: Created by Author)
Chapter 1: Introduction
Chapter 2: Literature Review
Chapter 3: Research Methodology
Chapter 4: Data Findings and Analysis
Chapter 5: Conclusion and Recommendation

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Chapter 2: Literature Review
2.1 Concept of E-commerce
As commented by Sin et al. (2016), E-commerce refers to new emerging technical
concept that has been changing the face of selling and purchasing of goods in the market. The
scope of the e-commerce has been capitalizing in the market. The technical perspective of the e-
commerce can be described as electronic trading for conducting business transaction rather than
any other forms of business including face to face exchange. As suggested by O’Neill (2016),
electronic commerce refers to various range of business that has been maintained by the
utilization of internet access. The use of e-commerce business has been maintaining keen
approach to the expansion of various business organization in the market. The concept of e-
commerce has been similar to e-business. As stated by Zeng and Richardson (2016), it is the
utilization of online facilities provided by various organization that enables buyers for
communicating with seller in order to perform their business. As argued by Marcus, Petropoulos
and Jitsuzumi (2017), there are still differences between e-commerce and e-business in a broader
concept.
2.2 Benefits and limitation of e-commerce
The development of e-commerce has been providing various benefits to the customers in the
market. As commented by Yu et al. (2016), electronic commerce has been a significant
innovation that encompasses with several benefits to the organization and customers. For
organization, Electronic commerce have been helping in expansion of business in the market.
Companies are able to locate their customers easily with the help of electronic commerce. On the
other hand, the physical stores have been limited to certain geographical area. The e-commerce

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has helped in expanding the business worldwide. The internet has helped in the expansion of
different companies in the market. Most of the young generation people has been active over the
internet and prefer to buy their goods from online media (Adebanjo et al. 2016). Therefore, e-
commerce has been helping in gathering information about different customers at a time. The
availability of goods have been increased with the integration of e-commerce. The electronic
commerce has helped in making business with customer easier than earlier. As commented by
Cao, Yan and Li (2016), the competition among companies have been I creased with the increase
in popularity of e-commerce. Therefore, customers have been getting benefit of this competition
as companies are competing for providing best quality product to customer. Australians have
spent $21.3 billion money by purchasing online goods (Qiang et al. 2017). There has been
growth in the purchasing behavior of customers in the Australian market. Customers have been
purchasing clothes and other items from online. From social point of view, e-commerce have
helped in door step delivery of good and customers have not go far too physical stores for
purchasing their product. The use of the e-commerce has been changing the lifestyle of the
customers. There have been various options available for the customers to buy from. There have
been various similar kind of products available over the e-commerce websites and companies
that have been helping in getting proper product according to their choices (Fabinyi 2018). The
concept of e-commerce has been new model in the country. Therefore, the craze of the e-
commerce has been high in the market. The delivery of products have been rapid and fact with
the implementation of e-commerce on the market. On the other side, there have been several
limitations of electronic commerce in the market. These limitations can be categorized into two
types including technical and non-technical categories. There have been various technical
limitations involved in the development of e-commerce including security, reliability and other

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lacks in system. The software development tools have not been updated properly. Therefore,
there have been various issues faced during the payment of items over the payment gateway
(Zhang, Zuo and Zheng 2016). Customers have been facing issues during payment of their goods
purchased form online sites. Some of the software do not fit with hardware. There have been
various non-technical issues faced. The cost of constructing e-commerce house has been very
high and some mistakes can cause huge loss to economy. In many cases, customers want to
physically touch the product before purchasing. This is not possible in the case of e-commerce.
Therefore, it becomes difficult to change their perspective from physical to virtual purchasing
and paperless transaction.
2.3 Driving forces of E-Commerce
There have been huge increase in the number of online customers over the internet. The business
environment in the market has been becoming competitive in nature. Therefore, the business
pressure can be categorized into three parts including market, societal and technological.
However, these factors have been have been changing quickly and frequent problems have been
generating. Business drivers have been creating pressure from market, societal and technological
aspects on organization (Giuffrida et al. 2017). Market and economic pressures have been
coming from the strong competition faced in the market due to the implementation of e-
commerce. The political changes in the market have been affecting the influence of customer in
the market. The change in the trend have been affecting the purchasing behavior of customers in
the market. The customers have been ready for paying on online goods. The diplomatic criteria
of the online businesses have been successfully implemented with the change in concept of e-
commerce. The technological aspect of the e-commerce have been positive as there have been

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continues change in the technology in the market (Chee, Suhaimi and Quan 2016). The security
and reliability of transaction has been improved over years.

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Chapter 3: Research Methodology
3.1 Introduction
Especially this section tends to the information collection just as procedures utilized for
unmistakably directing this research and giving the inquiries of the exploration including the
information gathered from the writing audit part. Every one of the speculations and ideas
identified with the research are received inside the technique which helps in better
comprehension of the subject chose. The specialist even attempted in applying the nitty gritty
procedure which further aides in better research of the impact of Big Data Analysis in banking
segment.
3.2 Research philosophy
In the research strategy part, the logic help is resolved a proper technique for breaking
down the chose subject of research (Mackey and Gass 2015). There are essentially two principle
sorts of research philosophy – positivism and interpretivism. Positivism is the oppressed in
giving help into the rationale application and in investigating the certainties which are concealed
identified with the exploration subject chose. Interpretivism is essentially an idea identified with
the intricate structure required into the social universe of the exercises identified with business.
Justification to choose positivism
Especially in this research which depends on depicting the impact of enormous
information investigation in the financial segments, the analyst has chosen positivism as the
exploration logic. Positivism has permitted the specialist in uncovering the information which
are shrouded identified with every one of the impacts of enormous information research on
predominantly the financial segments.

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3.3 Research approach
In this specific part, extraordinary methodologies of research which existed are being
utilized in choosing a methodology which will be reasonable for this specific research think
about. Deductive methodology and inductive methodology are the two fundamental sorts of
research approach. The fundamental point of the deductive methodology is to test the current
hypothesis and to give the referenced speculation to giving the suppositions of research (Lewis
2015). Its fundamental impediment is its unbendable nature in considering all encompassing
elective which further impacts the research issue which touched base for narrowing down the end
(Glesne 2015). Inductive methodology then again is substantially more adaptable and open
finished as it is seen that there is no current hypothesis in the collection of information (Taylor,
Bogdan and DeVault 2015). It permits the hypothesis in creating just as giving contemplations to
worries just as sentiments identified with individuals in this research especially.
Justification to choose look into methodology
In this research, deductive research approach is chosen as this methodology gives the
analyst the contention required for watching both the information and the reality in testing the
speculation and in characterizing the hypothesis from the issues of research.
3.4 Research design
Research design is in charge of giving help in the advancement of the structure required
for both gathering and breaking down the information (Flick 2015). Use of a suitable structure
for research helps a great deal in uncovering the example and the wellsprings of information
required for fruition the investigation. There are for the most part three sorts of research structure

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– Explanatory, Exploratory and Descriptive. The fundamental point of exploratory structure is to
characterize the required information for directing the research, though the principle point of
Explanatory plan is to characterize every one of the episodes which happened regarded to both
time and effect. Then again, Descriptive structure is equipped for giving the portrayal of
occasions which happened while representing the course of events of research and the effect of
the theme chose.
Justification to choose descriptive structure
As is seen that this specific investigation of research is cross sectional, Explanatory
research design is fit best with the research subject which is chosen. Elucidating design is picked
in light of the fact that it depends on the assessment of the impact of enormous information
research in the financial segments. This plan for research is fit as the scientist isn't at all ready to
portray the procedures followed in assessing every one of the impacts of enormous information
research.
3.5 Data collection
Amid the conduction of a research in chose inquire about, the information is accounted as
striking data required for this specific investigation. Valuable information and data are given of
understanding to the point attempted completely. Utilization of proper and nitty gritty data are
especially identified with this investigation which helped for conveying information exactness
and upkeep of the standard for this research (Ledford and Gast 2018).
Data collection strategies
Recognizable proof of proper techniques for information gathering is critical for leading
the research of information and understanding of those information (Brinkmann 2014).

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Contingent upon the collection techniques for information, there are fundamentally two sorts of
information strategies – essential and optional. The essential information is fundamentally the
crude information which is in charge of giving understanding data dependent on the exploration
theme which is chosen. Then again, optional information are those which are chiefly
accumulated by different gatherings of individuals.
In this research especially, essential technique for information collection is utilized for
giving help in distinguishing the effect of huge information investigation on the financial
segments (Smith 2015). The information is gathered from the utilization of reviews just as online
survey. An collection of inquiries is readied dependent on the exploration subject which is
chosen. For gathering data, the scientist assessed every one of the criticisms from a few
respondents and every one of the inquiries are considered for removing delicate data identified
with the impact of huge information research on the financial divisions.
3.6 Data analysis techniques
In this research especially, the specialist has made utilization of both quantitative and
subjective investigation of information for touching base at the discoveries of research. It is
perceived that there are impediments of one technique for research which supposedly is
remunerated by the quality of different strategies (Silverman 2016). There is a blend of both
subjective and quantitative strategy which apparently is useful for a blended structure for getting
discoveries which are solid (Panneerselvam 2014). The analyst has picked to acquire subjective
information from the workers of the financial parts however the utilization of review survey
strategy. This information research technique is used for triangulating the essential research for
including the confirmations to the writing study. There is the mix of both deductive and

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inductive strategy for the research. Quantitative is acquired from the poll as the two outlines and
diagrams.
This specific research contains blended information investigation which is utilized where
the analyst has taken the workers from different financial areas and takes the majority of their
reactions with the assistance of online overview, poll and telephonic meeting. This strategy for
information investigation can be come about into the assessment of the worker commitment for
giving their criticism on the impacts of huge information research in the financial areas. This
strategy has permitted the scientist in getting the numerical information which is translated for
showing it in the graphical design which further shows every one of the triangulations.
3.7 Population and test
In this specific research examine, the populace is viewed as the quantity of individuals
who are included both straightforwardly and by implication into the procedures of research
(Taylor, Bogdan and DeVault 2015). The example representatives of the financial divisions are
taken where the overview is being performed dependent on 1 = Strongly Disagree, 2= Disagree,
3=Neutral, 4=Agreed and 5=Strongly Agreed. For leading the quantitative research systems
around 100 representatives are collaborated and considered by taking the assistance of online
survey shapes. Henceforth, the sample size of the research is 100. For leading the subjective
information investigation, 5 managers are taken arbitrarily from the companies.
3.8 Ethical consideration
Conduction of the moral research is standard with the privileges of human acted which is
explicit to one side to regard for the correspondence. Every one of the respondents which have

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given their reactions dependent on the overview poll have likewise been given choices to
uncovering and giving the privilege to reply and not to reply altogether just as the inquiries to
some degree. The scientist has not put any impact remotely by giving weight on the respondents
to participate during the time spent study of the research point.
3.8 Research limitations
There are different which can be recognized as pursues:
Time imperative: There is an ideal time which is designated for the conduction of
research contemplate that is in charge of giving effect on the impacts of enormous information
investigation in banking segments. Because of the time constraint, the specialist has led the
essential collection of information on one financial area.
Unwavering quality: Raw information is to be gathered from the workers as study
required for checking legitimacy and dependability.
Absence of spending plan: This research is furnished with spending which is constrained
and is confined to the extension and the idea of this particular investigation.
Task Name Duratio
n Start Finish Predecessors
E-commerce market in Australia- Attributes
Influencing Customers 93 days Mon 6/4/18 Wed
10/10/18
Study Initiation 11 days Mon 6/4/18 Mon
6/18/18
Study Requirements Analysis 2 days Mon 6/4/18 Tue 6/5/18
Approval of Research Topic from Supervisor 1 day Wed 6/6/18 Wed 6/6/18 2
Development of Research Plan Charter /
Document 2 days Thu 6/7/18 Fri 6/8/18 3,2
Development of Research Framework 4 days Mon
6/11/18
Thu
6/14/18 4,2
Prepare Draft Research Proposal 2 days Fri 6/15/18 Mon
6/18/18 5,4

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Research Planning 21 days Tue
6/19/18
Tue
7/17/18
Formation of Research Team 2 days Tue
6/19/18
Wed
6/20/18 6
Analysis of Research Requirement 1 day Thu
6/21/18
Thu
6/21/18 6,8
Identification of Research Questions 4 days Fri 6/22/18 Wed
6/27/18 8,9
Identify Scope of Research 4 days Thu
6/28/18 Tue 7/3/18 10
Estimate Research Timeline 4 days Wed 7/4/18 Mon 7/9/18 10,11
Allocation of Resources and Time for the
Research 2 days Tue
7/10/18
Wed
7/11/18 10,11,12
Initiation of Research 4 days Thu
7/12/18 Tue 7/17/18 13
Research Development 26 days Wed
7/18/18
Wed
8/22/18
Determination of Research Problems 4 days Wed
7/18/18
Mon
7/23/18 13,14
Access to Necessary Media 1 day Tue
7/24/18 Tue 7/24/18 13,16
Access to Online Library 1 day Tue
7/24/18 Tue 7/24/18 13,16
Selection of Literary Sources 2 days Wed
7/25/18
Thu
7/26/18 13,17,18
Literature Review 4 days Fri 7/27/18 Wed 8/1/18 19
Collection of Necessary Data 10 days Thu 8/2/18 Wed
8/15/18 19,20
Collection of Secondary Data 5 days Thu
8/16/18
Wed
8/22/18 21
Data Analysis 8 days Thu
8/23/18 Mon 9/3/18
Analysis of Primary Data 4 days Thu
8/23/18 Tue 8/28/18 21,22
Analysis of Secondary Data 4 days Wed
8/29/18 Mon 9/3/18 24
Research Evaluation 13 days Tue 9/4/18 Thu
9/20/18
Evaluation of Data 6 days Tue 9/4/18 Tue 9/11/18 21,22,23,24
Reflection on Research Undertaken 2 days Wed
9/12/18
Thu
9/13/18 27
Documentation of Learning Outcomes 2 days Wed
9/12/18
Thu
9/13/18 27

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Issues Identification and Future Planning 5 days Fri 9/14/18 Thu
9/20/18 29,28
Research Closure 14 days Fri 9/21/18 Wed
10/10/18
Complete All Acitvities in Research 1 day Fri 9/21/18 Fri 9/21/18 30
Documentation of Entire Research 10 days Mon
9/24/18 Fri 10/5/18 32
Validation of the Research and Learning 2 days Mon
10/8/18 Tue 10/9/18 33
Team Sign Off 1 day Wed
10/10/18
Wed
10/10/18 34
Table 1: Timeline
(Source: Created by author)

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