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

This study examines the influence of e-commerce security on consumer buying behaviour, with a focus on a case study of Amazon UK. It explores the benefits of e-commerce to consumers, the security issues affecting online purchasing, and ways for Amazon to overcome these issues.

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

between the e-commerce security and buying behaviour of consumer towards specific brand
(Pantano and Priporas, 2016).
1.10
Structure of the report will be classify into different parts such as introduction, literature
review, research methodology, data analysis and interpretation, conclusion and recommendation,
reflection and alternative research methodology (Sharma and Lijuan, 2015). All these are
important part of dissertation which will helps an investigator to complete the research within
given time duration. All these chapters will be determine as under:
Chapter 1: Introduction: In this chapter different number of sub headings will be cover
such as overview of research, rational of study, background of company, research aim,
objectives, questions, importance of research problem, existing research gap etc. All these are
main parts of these chapter that helps an investigator to conduct research in an effective and
systematic manner. With the help of this section, researcher will be able to find out main purpose
of conducting investigation (Al-Debei, Akroush and Ashouri, 2015).
Chapter 2: Literature review: It is a critical and in-depth evaluation of previous
investigation. It is a synopsis and detailed summary of a specific area of research. In addition, it
is a type of scholarly paper and review article which includes current knowledge about the
substantive findings of a particular topic. Literature review is an in-depth, systematic and critical
review of scholarly publications, audiovisual materials, personal communications and
unpublished scholarly print. Along with this, it is another main and important chapter of
research. Opinion of different authors are considered about formulating the research objectives.
This section of dissertation helps in identification of in-depth and detail information regarding
effect of e-commerce on consumer's purchasing decisions. It also helps to find out gap in
previous study (Sobihah and et. al., 2015).
Chapter 3: Research methodology: Research is the in-depth and detailed information
regarding specific topic with study via various sources. There are certain techniques and tools
which are needed to considered in order to acquire positive results within given time period.
These techniques and tools are followed under research methodology section. Research
methodology introduces as a specific techniques or procedures used to find out, select, analyze
and process information or data about a topic. This section of dissertation allows the reader to
critically and systematically evaluate overall reliability and validity of the project. In simple
5

word, research methodology is a useful process to accumulate data or information to conduct the
research systematically. It is also support an investigator to gather appropriate information about
the current study. This chapter includes different methods which will be use for current study
such as qualitative research method, deductive approach, time horizon, positivism philosophy,
interview questionnaire, primary method of data collection, probability sampling, descriptive
research design, ethical consideration, research limitation etc. All these processes helps an
investigator to gather reliable and valid information regarding the effect that e-commerce have
on purchasing decision of consumers (Bai, Yao and Dou, 2015).
Chapter 4: Data analysis and interpretation: This chapter will support in collection of
accurate information about the topic. In this part of dissertation, interview and questionnaire will
be conducted by researcher. Interview is a par of quantitative research which will be use for
current study. Also, primary method of data collection such as questionnaire will also apply for
analysing accurate information from the respondents. Therefore, interview and questionnaire
both are useful methods of data collection and these methods will be use for current study. As
these sources of data collection will support an investigator to complete research in effective and
systematic manner.
Chapter 5: Conclusion and recommendation: This chapter will assist an researcher to
fulfil each objectives of research in an accurate manner. Conclusion and recommendation will be
based on findings from the interview and questionnaire. This part of dissertation will assist a
researcher by providing accurate information about the positive and negative impact of e-
commerce on consumer's buying behaviour. Along with this, recommendation are given on how
success and growth in marketplace using e-commerce can be achieved.
Chapter 6: Reflection and alternative research methodology: It introduces as a last
activity of dissertation which explain benefits and drawbacks of conducting such investigation
for an individual or researcher. This section will also assist an investigator by providing
suggestion of an alternative research methodology. Case study is effective form of alternative
research methodology which will be use for current investigation.
6

CHAPTER 2: LITERATURE REVIEW
A literature review is a scholarly paper which contains current knowledge including
substantive findings that are related to a specific topic (Sharma and Lijuan, 2015). Important
objective of literature review is to Identify inconstancies in previous studies. Along with this
each objectives of research will be determine in this section which are:
Keller's brand equity model
This is the effective model that help in order to build strong brand through shaping the
behaviour and thinking of the customers towards the product. This help in creation of right
experiences towards the brand that resultants into creation of positive thoughts, feelings, beliefs
and opinions. Application of this model in respect to Amazon is presented below:
Brand identity: This is the first regarding development of the brand which includes
spreading awareness in the market about their products and services. This help in build
organisation recognisable (Bai, Yao and Dou, 2015). The main work is not build the awareness
but to ensure creation of positive perception of consumers towards the brand different key stages
of buying process.
Amazon has consumers in all the different segments. The main aim of the consumer has
to attain quality offer in more secured manner to buy any product one specific organisation or
from its other competitors. Amazon has secured network and separate personnels team that help
in providence of secured medium of payment to their consumers. This is the reason that
consumers are influenced and wants to buy with this organisation (Baubonienė and Gulevičiūtė,
2015).
Brand Meaning: Amazon has the presence in market as one of the best e-commerce
organisation. In terms of their security towards the payment facility and originality of product
they are very good in nature. It stands up on both the aspects of performance and Imagery. The
aspect of serviceability not justified sometimes due to having high load over site. To remove
focus over providence of different links to access payment facility (Baubonienė and Gulevičiūtė,
2015).
Brand response: Customers have the opinion that Amazon secured payment facility
fulfil all the specific criterion like quality, consideration and superiority. While in credibility
somewhere lacks in innovation that includes cancellation of transaction and consumption of time
period. To improve focus over new methods of payment.
7

(Source: Keller's Brand Equity Model, 2020 )
Brand Resonance: Secured payment facility of the Amazon has effective contribution in
the development of loyalty of customers towards their offerings. This would be the reason they
stick with the organisation and like to use their services instated of their competitors. Changes in
accordance to the above determinants further help to profound loyalty of customers (Cao, Lu,
Gupta and Yang, 2015).
The benefits of e- commerce to consumers of Amazon.
According to the Cao, Lu, Gupta and Yang, 2015, e-commerce refers as online trading of
products and services. E-commerce security is introduced to protect e-commerce resources and
assets from unauthorized access, alteration, use or destruction. In addition, security in e-
commerce has been defined as the effective type of technical tools backed by regulations, laws
and administrative process which is design to preserve the availability and integrity of digital
information, assets process and transaction in electronic commerce. There are two ways of
8
Illustration 1: Keller's Brand Equity Model

securing assets i.e. through physical security and logical security. Physical security includes
securing tangible devices through the use of fireproof doors, guards, alarms, bomb proof
buildings, security fences etc. Logical security protects assets using non-physical means. This
type of security consists of software safeguards for an enterprise's systems.
According to the Brianna Wills, 2014, E-commerce also known as electronic commerce
consists of trading services or products online using various electronic mediums like computer,
mobile phones etc. In this modern era of technology, electronic commerce is becoming a more
effective and essential options for many organisation as well as an individual. As there are
various enterprises that are interested in starting their online stores. E-commerce is beneficial for
customers because it decrease the amount of clerical work and paperwork that accompanies it.
For instances: the printing postage processing maintaining or handling costs which is mainly
related with bills payment is decreased. Along with this, transaction time is more important
factor and transaction over the internet can save valuable time of customers. In this, cheques
clearance and bills payment can be sped up. In addition, e-commerce have different advantages
for customers such as lower prices, no unfriendly sellers, availability of information, faster and
easier buying etc. which helps the customers in increasing use of e-commerce for buying and
selling things. Apart from this, there are also different advantages of e-commerce to customers
which are determine as under:
Availability 24/7: It is considered one of the best and effective things for clients is that
they can approach to any electronic commerce site at any time period of the day and order any
item they want in easy manner. That's likely most valuable benefit of e-commerce for consumers
of Amazon in differentiation with classic shops with exact outlined working hours (Hasan,
2016).
A wide range of goods and services: Online commerce is also beneficial for customers of
Amazon by providing a wide range of variety of products and services. In comparison with
classic shops, e-commerce sites mainly contains a variety of goods with a broad range of colours,
sizes and many other features of services or products. It is consider biggest reason for customers
to buy products online or over the internet (Hong, Tam and Yim, 2016).
Convenience: Online trading is more convenient in purchasing products or services
which can be done without any physical constraints to the customers of Amazon. With the use of
e-commerce, customers are able to purchase any kind of product or service from anywhere in all
9

over the globe without moving away from their working place via internet or computer sites. Due
to bad weather, large number of person may restrict their purchasing even if requisite arises. E-
commerce supports an organisation to increase customer's trust and loyalty. In addition, e-
commerce can provide maximum convenience to customers in comparing prices available of
different products from various brands as well as make purchases without having to leave their
offices or homes (Pappas, 2016).
Saves time: E-commerce is an effective process for customers to use and buy products
and services without wasting any time. With e-commerce, customers of Amazon can save their
important time because they can have approach to their capital from home over the internet.
Along with this, time saving is main be benefits or advantages of online purchasing. Time period
taken for selection, purchasing and paying for product over internet may not take maximum time
of customers. Thus, e-commerce saves delivery time for consumer and provide better view
towards online transaction (San-Martín, Prodanova and Jiménez, 2015).
Adequate information: It is another main benefits of electronic commerce for customers
of Amazon. Internet allows clients to gain service or product information, compare the product
prices and evaluate its importance before committing purchase. Via internet, clients can acquire
their question clarified and move their transportation status when the products are being
conveyed to them (Karimi, Papamichail and Holland, 2015).
Influence of e- commerce security on consumer buying behaviour.
According to the Smriti Chand, 2018, consumer behaviour is the analysis of how an
individual purchasers or groups select, purchase and dispose ideas, services and goods to fulfil
their needs and wants. It introduces to the accurate actions of the users in the marketplace and the
determining purpose of those actions. For this, different authors have different idea about the
consumer behaviour. According to the Engel, Blackwell, and Mansard, consumer behaviour
refers as the decision processes and actions of people who buy products and services for their
own consumption. On the other hand Louden and Bitta, consumer behaviour is the thought
process in which an individual engages in when acquiring, evaluating, disposing and utilising of
goods and services. Therefore, consumer behaviour is the process through which a persons
search for choose, buy, utilise and dispose of products and services, in fulfilling of their wants
and requirements. Consumer behaviour is an inter-disciplinary social science or process that
blends different elements from economics, ethnography, social anthropology, sociology and
10

marketing, especially behavioural economics. According to the Shawn Grimsley, 2019,
behaviours that consumers exhibit are the sum total of a user's intentions, attitudes, decisions and
preferences in the market when buying a goods or services.
On the other side Baubonienė and Gulevičiūtė, 2015, e-commerce means using electronic
commerce to complete trade and transactions. It is the systematic meeting of sellers and buyers
on the internet. E-commerce involves online trading of services and goods, exchange of data and
transfer of funds. Therefore, e-commerce means selling and purchasing of products or services
over the internet. Transaction of data and funds and money transfer are also considered important
part of electronic commerce. These transactions can be completed in four ways, including
business to customer (B2C), customer to business (C2B), business to business (B2B) and
customer to customer (C2C). In addition, e-commerce refers as a commercial dealing which is go
on over the internet. Most famous online transaction portals are Amazon, Flipkart, eBay, Fiverr,
Upwork, Olx, Quikr etc. All these are biggest examples of e-commerce. Along with this, it is an
useful system for the selling as well as buying of products and service over the internet as the
effective means of exchange. Both payments and collections can be done by the way of e-
commerce.
On the other hand Chaparro-Peláez, Agudo-Peregrina and Pascual-Miguel, 2016, the
influences on consumer buying behaviour are often made between internal as well as external
factors also. External factors mainly come from conditions of environment whereas internal
factors are normally from the mind of consumers. There are different number of factors that
could be influence on consumer's behaviour. As per the view point of Warner, influences of
external factors could classified into five sections which are marketing, reference group, culture,
sub-culture, socio-economics, demographics, and technology and public policy. There are some
internal factors that directly influences on consumer's buying behaviour including attitudes,
motivation, perception, learning, semiotics, self image etc. In addition, consumers mainly have
two kind of purpose while purchasing goods and service from specific brand, which are
functional and non-functional. Functional purpose are mostly regarding the shopping place, time
and needs of customers, which mainly like one-stop purchasing to save time and lower cost of
product or service. The non-functional purpose of more related with social or culture values,
such as the goodwill and brand name.
11

According to the Chen, Yan, Fan and Gordon, 2015, There are different factors of e-
commerce that directly impact on consumer buying behaviour including, website design, video
displays, website usability, website loading speed, payment options, payment security, shopping
card abandonment, return policy, customer service, live chat, consumer reviews, customer
testimonials, customer engagement, mobile commerce, coupons & discounts, free shipping,
customer loyalty programs, social media, corporate social responsibility small retailers etc. All
these are main factors of e-commerce that directly impact on consumer buying behaviour and
supports an organisation to achieve better outcomes within given time duration. There are some
positive and negative impact of e-commerce security on purchasing behaviour of customers
which will be determine as under:
Positive impact:
One of the positive impact of e-commerce is energy consumptions. It means e-commerce
may save energy (Oliveira, Alhinho, Rita and Dhillon, 2017). Customers who purchase products
or services over online rather than drive to any shops use less fuel and their vehicles emit less
pollution. Along with this, e-commerce had positive impact because it decrease the requirement
for warehouse space to home products near any retail stores. As these warehouse not use more
energy. As e-commerce security is important for customers to save their time and cost and
achieve better outcomes within given time duration. This will not only help customers in saving
their own time but, it will also impact positively on both economic and environmental conditions
as well of a particular country in which Amazon is performing it's business. Basically, Amazon
will hire more manpower in order to reach to the customers at their home. They will offer them
with salary, which could be considered as one of a crucial step that could help in enhancing the
employment within a country. Therefore, it can clearly be said that employment will put positive
impact on economic conditions and aid it in making much more stronger. On the other hand, if it
is talked about environmental factor, then as the customers will just tap on a button on their
screen of mobile, computer or on tablet and customer service of Amazon will provide the
product at their address. This will aid in saving limited resources like petrol and diesel because,
with the help of this service, customers gets the product or service on their door step.
According to the Mason Kingsbury, 2018, e-commerce security refers as a set of
protocols or code of conduct that protects e-commerce transactions from any frauds. Security is
required to protect interests of companies and customers alike from different issues including,
12

credit card fraud, malware and scamming. Therefore, security is more important aspects of any
type of dealing that mainly takes place on the internet. Six main dimensions of e-commerce
security are Integrity, Nonrepudiation, Authenticity, Confidentiality, Privacy and Availability.
All these are important for any organisation to follow and increase customer base. There are
common e-commerce security issues and threats such as financial frauds, Spam, phishing, bots,
DDoS attacks, Brute force attacks, SQL injections, XSS, Trojan Horses etc. All these are major
security issues which is faced by companies as well as customers also. In order to overcome
these issues, an organisation must switch to HTTPS security system, protect their servers and
Admin panels, tighten payment gateway security, install antivirus and anti-malware software, use
firewalls in computer systems. The company can also secure their website with SSL certificates
and use of multi-layer security, backing up their data for future references, opting for a solid e-
commerce platform, training their staff better on using the systems securely etc. Thus, all these
are more effective and useful ways for overcoming impact of e-commerce security in effective
and systematic manner.
Negative impact:
On the other hand, Corr S. Pondent, 2019, E-commerce refers as a business activity
which is mainly carried out electronically over the internet or computer system rather than at a
physical place. Via websites, some organisation perform their business activities with another
enterprise, an e-commerce model called as Business-to-business (B2B). Other enterprises sell to
customers on online which is known as business-to-customer model in e-commerce. Security is
consider negative impact of electronic commerce which directly impact on consumers and its
buying behaviour when purchasing products or services from specific brand over the the internet.
It is potential threat or issue to the security of clients' personal information or data. For example:
when customers purchase products or services over the internet, they generally input number of
credit card and other personal information. Along with this, unauthorized people could approach
this data via flaws in the computer system of merchants. In this, merchants have become vigilant
regarding information or data security than they were in previous days of electronic commerce.
Different security issues that affects customers behaviour regarding online purchasing.
According to the Chaparro-Peláez, Agudo-Peregrina and Pascual-Miguel, 2016, e-
commerce security is the principles which guide safe or secure e-transactions, allowing the
purchasing and selling of products over the internet. There are different common security threats
13

or issues which is faced by customers during purchasing of goods and services through the
internet. These issues includes, money thefts, data misuse, phishing attacks, hacking,
unprotected services and credit card frauds. All these are major issues which will directly impact
on buying behaviour of customers and also effect on brand image of an organisation. In addition,
electronic security system introduces to any type of electronic equipments that perform security
operations such as access control, surveillance, intrusion or an alarming control.
There are numerous security factors which affect the purchasing behaviour of the
customers in intense competitive world. Here, are some of the security issues which affect the
buying behaviour of clients are, physical risk, sauce risk, financial risk, delivery risk, security
risk, psychological risk, privacy risk, time risk etc. while trading online. As there are chances
that hackers tack their account and information and misuse them in illegal way. To a large extent
this factors or security issues directly impact potential customer's buying decision making
process. Due to which online business administration's productivity and profitability ratio
decreases at a tremendous scale. However, the fear of security issues in clients decreases the
sales volume which is a negative sign for the company. If this continuous the survival of online
business will be on stake as targeted consumers will be switching to other alternate where they
will be provided with full security while trading online. In order to overcome the problems
associated with security business administration assure targeted customers that the transaction
done between the parties is safe and secure and is not used in wrong manner in open market
place. It directly or indirectly raises the customer base of the goods and services across the
boundaries (Chen, Yan, Fan and Gordon, 2015). There are some other security issues that
directly affects on customer's purchasing behaviour which will be determine as under:
According to the Tarun Mittal, 2017, find that digits payment is one of the main failure or
issue of e-commerce security which has direct impact on customer's buying behavior. Whether a
client is paying by networking, credit card, debit card and many other digital wallets, the failure
of e-payment always impend overhead while making transactions over the online. A faltering
technical glitch or a internet connection often outcomes in the payable measure being debited
from a client's personal account without being credited to the selling party. Therefore failure in
digital payment is negatively impact on customers behaviour regarding online purchasing.
14

The various ways through which Amazon can overcome from the e-commerce security issues.
According to Farhat, (2015), security issues within the e-commerce industry have became
one of the important subject to study. There are ample number of e-commerce security issues
that are being faced by Amazon, which are required to be resolved so that customer loyalty could
effectively get enhanced for a longer period of time. In present time, there are various strategies
and tools that could be utilised for overcoming the e-commerce security issues like choosing a
secure e-commerce platform, use a secure connection for checkout (SSL), don't store sensitive
user data, request strong passwords from users, setup system alerts for suspicious activities, use
tracking numbers for all orders, use of backup system and database. On the other hand, these can
also impact upon expenses as well of the Amazon but, if focused for a long term these security
issues might majorly affect negatively upon both customer engagement and on profitability as
well. Overcoming from all the security concerns would help Amazon in building much more
stronger customer base, enhancement among productivity and increase in market share as well.
Some of these ways of overcoming the security related issues are elaborated underneath: Choose a secure e-commerce platform : Taking in use of or adopting and customizing e-
commerce solutions to the needs of Amazon's website will save company's time, money
and human resources as well. It will provide a good base of security practices already
built-in by the e-commerce solution vendors. It has been analysed that, there are ample
number of ethical hackers or hackers present in today's business environment who stays
active 24*7 to perform any sort of activities, which could be considered as an act of
malfunctioning. This could lead Amazon to face number of issues like customers will
stop taking in use of service, if they get to know about their personal details like account
number, password and others private information got leaked. This will impact negatively
upon customer base. Therefore, taking in use of a particular and existing secured e-
commerce platform would help Amazon in maintaining their market share for a longer
period of time (Hong, Tam and Yim, 2016). Use a secure connection for checkout (SSL) : It has been analysed that, HTTP protocol
is being utilised for conveyance of data from client’s browser to servers that are being
hosted by Amazon. In present time, it can be said that HTTP is not that much secure
when it comes to transferring the overall secured data. The main reason that came in front
is that, by default it does not implement any type of encryption on the data that
15

customer's of Amazon are transferring to the respective hosting servers. This puts
Amazon's website users at the mercy of hackers on the same network, sniffing for
information that is being sent. These could include passwords, credit card numbers, and
addresses. Basically, a solution to this problem is to implement Amazon's official website
on a more secure protocol which is HTTPS. In present context, it can be said that HTTPS
implements an SSL (Secure Socket Layer) certificate that enables all communication
between the user’s web browser and the e-commerce website server to be completely
encrypted. The encryption in communication ensures that the user’s information is not
exposed to anyone monitoring the network traffic (Jiang, Jun and Yang, 2016). Don't store sensitive user data : Database of Amazon, requires good security practice
because it's users purchase good and services 24*7. This requires organisation to keep the
data secured for a longer period time like any sensitive financial information and so on.
This gets collected within the database just when a customer purchases a product from
online website of Amazon. It has been analysed that, number of users that are wishing to
use the website again in regards to purchasing. Here, Amazon gives it's users with facility
to re-enter their financial information when they need to purchase as the information is
already in their database. Basically, this practice should be properly designed where a
customer would have to re-enter all the details so that no malfunction takes place.
 Requesting strong password from users : Requesting strong passwords could help
Amazon in maintaining the overall loyalty of customers as they will be kept safe from
ethical hackers. Along with this, it is also necessary for Amazon to keep on reminding it's
users to change their passwords from time to time. Through this, it can be said that
Amazon would help their customers from going through any sort of issue related to their
personal information that they have shared with Amazon. Along with this, setting up a
proper system alert for suspicious activities for online application users of Amazon may
also help firm in maintaining the performance level in much effective and efficient
manner. Away with this, it can also be said that taking in use of tracking numbers for all
orders would help Amazon in maintaining the overall process related to users that if the
product has reached to the right person or not (Juaneda-Ayensa, Mosquera and Sierra
Murillo, 2016).
16

Along with this, e-commerce security is more significant for an organisation and
customers also. This attracts maximum number of customers and help in gaining competitive
advantages over other rivalries. E-commerce security also support customers by building their
trust and loyalty towards particular brand or company.
17

CHAPTER 3: RESEARCH METHODOLOGY
In this part of the dissertation, research onion framework will be going to used by an
investigator. In this framework different number of inner and outer layer have been mentioned.
As it support researcher in identification of useful research methods.
Research philosophy:
This section of methodology introduces as a theoretical aspect which gives brief about
the way in which data regarding the e-commerce can be collected and analysed. There are
different forms of research philosophy such as positivist, interpretivist and pragmatism.
Interpretivisim philosophy is applied because this is the way by which data regarding e-
commerce security is accumulated in authentic and systematic manner.
18

Interpretivisim mainly relies on qualitative information that believe in more accurate or
reliable than qualitative research. Interpretivisim research philosophy also known as
interpretivist that involves an investigators to interpret different elements of study. This
philosophy integrates human interest into a study. Along with this, qualitative study is more
effective in its methods as compare to quantitative research and hence more trustworthy or
authentic. In investigation, qualitative data gives objective information or data that investigators
can apply to make accurate assumptions (Flick, 2015). Therefore, interpretivisim research
philosophy is more essential as compare to positivism and pragmatism. Main reason behind
selecting interpretivisim philosophy as it helps an investigator by providing accurate and
qualitative information. Therefore, interpretivisim philosophy is used for collecting information
about the influence of e-commerce on consumer's buying behaviour.
Positivism and pragmatism philosophy is not appropriate because sometimes is not
generalisable, not representative and have low reliability. One of the main disadvantage of
positivism philosophy is inflexibility. As some scholars think that since positivists consider
everything can be measured as well as calculated, they tend to be inflexible.
19

Research approach:
Research approach is a plan and procedure in which step-by-step methods of data
collection, analysis and interpretation is given. This section of research methodology is
classified into two types: deductive and inductive approach. According to the current study,
deductive approach is applied because it involves critical and related articles of specific research
topic. So it is more essential and significant to consider all the useful article related to current
investigation (Gioia, Corley and Hamilton, 2013). There are different advantages which have
been offered by deductive approach such as possibility to describe causal relationships between
concepts and variables, possibility to measure concepts quantitatively and possibility to conclude
research findings in an efficient manner. On the other side, inductive approach is not useful
according to the current investigation as is limited in scope and inaccurate inferences. Along
with this, inductive approach maximum time and so less subject matter will be included.
Researcher needs more time to investigate accurate information regarding the topic.
20

Research strategy:
It is the strategy used by an investigator to execute the work. It is a step-by-step plan
which support an investigator to collect appropriate information regarding the current study.
Research strategy includes various approaches such as experimental research, case study
research, interviews, action research, surveys, or a systematic literature review. All these are
consider most essential and useful strategies used by researcher for collecting information in
actual and systematic manner (Green, Camilli and Elmore, 2012).
Case study research: This type of research strategy involves empirical research to study
contemporary concepts using various sources of evidence.
Interviews: There are various kinds of qualitative interviews such as structured, semi-
structured, unstructured etc. This is the most widely used research method for collecting data or
information. Interviews allow access to rich information about the topic. For this investigation,
the employees who have worked or working with Amazon are being chosen. The justification for
the same is that they are aware of importance of security when it comes to working for an
organisation that carries out its operations over the internet. The interviews are chosen in this
context to understand the manner in which operations are carried out and how such employees
assure security of the such platforms intact. It has been evident through literature review that
security offered carries a direct impact on the buying behaviour and through interview it can be
identified the manner in which it can be further promoted to an acceptable level.
Action research: This research is mainly based on 4 themes wherein the first theme is to
emphasis on motive of investigation e.g. to research the implication of modification within an
organisation.
Surveys: This is a widely used research method in business investigation and allows
access to importantly high numbers of participants. The survey for this research have been
carried out by offering questionnaire to local participants and probable customers of the
undertaken organisation. The justification for the same is that customer only can state how
important is online security for them and extent to which it influences their buying behaviour.
The people are chosen on Random basis so to have a complete overview of the population and
are distributed through offline mediums.
21

According to the current study, interview is used by researcher. As this strategy will
support an investigator by offering accurate understanding regarding the impact of e-commerce
security on buying behaviour of consumer. Interview is an effective method of data collection
which will be more useful for researcher to gather accurate information regarding the current
study. On the other hand, action research, case study etc. strategy of research is not appropriate
according to the current investigation. These strategies take more cost and time of an
organisation or researcher.
22

Research design:
Research design is identified as an useful framework of techniques and methods chosen
by an investigator to combine different number of components of investigation in a reasonably
logical way so that the research issue is efficiently handled or managed. It gives insights
regarding how to conduct study applying a particular research methodology. Every investigator
has a different number of research questions which require to be assessed. As it can be
completed with research design (Kumar, 2019). There are various types of research design such
as exploratory, experimental and descriptive. All these are important because each activities of
research is depend on research design which is followed by the investigator for finding the
impact.
According to the current study, descriptive design is more suitable and useful. As this
design helps an investigator to derive valid conclusion about the topic. Main reason behind
selecting descriptive research design as it is less time consuming and expensive than quantitative
experiments. On the other hand, there is exploratory and experimental research design which is
not appropriate according to the topic because these design requires additional time and cost of
researcher or company.
23

Qualitative and quantitative research:
Research is most widely used technique to brush-up and increase the stock of
understanding regarding something and someone. There are two standard ways of conducting
investigation or research, i.e. quantitative research or qualitative research. In a qualitative
investigation, there are only a some non-representative cases are followed as a sample to create
an initial knowledge. In quantitative research, sufficient number of representative cases are
applied to recommend a final course of action (Mackenzie, Tan, Hoverman and Baldwin, 2012).
 Qualitative research: It is an effective method of research that creates an accurate
knowledge about human as well as social science. This research support an investigators
to analysis the way when people think and feel about the study. Main objective of
qualitative research is to discover and explore ideas followed in the ongoing processes.
There are different methods of collecting qualitative information such as non-structured
techniques like group discussion, in-depth interviews, close-ended questions etc.
Therefore, both qualitative and quantitative research are important but according to the
current study, qualitative research will be used because it helps in identification of quality data or
information. There are different reasons about selecting qualitative research, including, subject
materials can be evaluated with greater detail, gathered data has a predictive quality to it, data
complexities can be incorporated into generated conclusions, creativity becomes a desirable
quality within qualitative research etc. All these are main advantages of qualitative research
which will support an investigator by providing quality and appropriate data about the study
(Mackey and Gass, 2015). On the other side, quantitative research is not useful according to the
study because it has different disadvantages such as improper representation of the target
population, lack of resources for data collection, inability to control the environment, expensive
and time consuming, difficulty in data analysis etc. Therefore, qualitative research is much useful
as compare to quantitative research. This method is used to collect accurate and reliable
information regarding the effect of e-commerce security on consumer buying behaviour.
24

Research sampling:
Sampling refers as an useful process in which certain number of participants are chosen
for the motive of gathering opinion about the e-commerce security and its impact on consumer's
buying behaviour. There are two types of research sampling which is probability and non-
probability. According to the current investigation, random sampling is an effective type of
probability sampling is used. As it gives bias free data and also helps investigator to select
sample size on random basis out of total population. On the other side, non-probability sampling
is not useful because it is very time and cost effective method as compare to probability
sampling. 40 employees and customers of Amazon will be chosen by using convenience
sampling as a type of non-probability technique. The participant for the questionnaire are
generally people who are close to hand and carry sufficient information relating to online buying
and selling and can relate to this project easily. The participants chosen are based on Main reason
behind selecting convenience sampling as it relatively easy and fast as compare to probability
sampling. The undertaking of this approach adds to convenience and cost effectiveness while
undertaking a research project. Therefore, non-probability sampling is used for this project
because it will helps in selection of sample size easily and completing of this research project in
the given time frame (McCusker and Gunaydin, 2015).
25

Resources:
There is more requirement of different resources while organise of research in effective
manner. These resources incudes newspapers, computer system, internet connection, financial
assistance and many other. With current investigation data or information can be gathered and
stored in a reliable and authentic way. There are various resources applied by an investigator to
complete each activities or tasks of study in more systematic as well as effective manner. For this
dissertation, communication, time, cost etc. are consider useful resources which will directly
helps researcher to complete research in more effective manner (Miller and et. al., 2012).
Resources are important because without this section, researcher not able to conduct research in
systematic and appropriate manner. Books, magazines etc. resources helps in investigator to
conduct secondary research. Time and cost is also consider main sources because without these
sources researcher not conduct primary and secondary research.
26

Data analysis methods:
It is also consider as an important and essential part of research methodology. It
introduces to the method via which information or data is gathered, analysed and interpreted.
There are basically two types of data analysis methods such as qualitative and quantitative. For
measuring quantitative data, thematic analysis, regression analysis, hypothesis testing, Monte
carlo simulation etc. are consider main methods. Along with this, for measuring qualitative data,
content analysis, narrative analysis, Discourse analysis and Grounded theory are consider useful
methods. Therefore both methods of data analysis is important but according to the current study,
qualitative data analysis will be applied (Riedl, Davis and Hevner, 2014). Narrative analysis is
used for analysing data about the influence of e-commerce security over the buying behaviour of
consumer. Narrative analysis is an effective method which is applied to examine content from
different sources, including, observation from the field, interviews of respondents or survey.
Therefore, interview method is used for analysing opinion of respondents regarding e-commerce
security is its impact on buying behaviour of consumer.
27

Data analysis framework
The framework of data analysis may be classified into different stages which are defining
the use cases, identifying datasets, collecting data, performing for analysis, learning from data
and intelligent actions. All these are consider major parts of data analysis frameworks and
support an investigator to analysis accurate and reliable information about the study. Research is
carried out with the help of qualitative research because it provide accurate and reliable
information about the topic.
Research ethics
Ethical considerations can be described as one of the essential parts of the investigation.
In this, participants of research should not be subjected to hurt in any kind of way. Along with
this, respect for the dignity of participants or respondents should be separated. Full consent must
be obtained or get from the respondents prior to the investigation. There are five main ethical
issues of research which is faced by researcher while conducting of research activities. Informed
consent, respect of privacy, beneficence-do not harm, respect for confidentiality and anonymity
are considered main ethics in research (Silverman, 2016). Apart from that this dissertation also
covers primary data or information where research ethics followed extensively to check that
information collected and presented throughout the investigation must be authentic and
accumulated in ethical way. There are some ethical principles which is used within the
investigation mainly includes anonymity, confidentiality and informed consent. Ethical principle
of informed consent determined that an investigator must present the accurate data. For this
researcher must provide accurate information about the research aim and objectives to the
participant of study. Apart from this, under anonymity, an investigator must not bring out the
personal information of respondent in its investigation and must not relate it to any kind of its
research. Along with this, these are main principles of ethics and helps an investigator to perform
each activities of investigation in more ethical and systematic manner.
28

Research limitation:
The limitation of the research are those characteristics of methodology or design that
influenced or impacted the interpretation of data analysis from current investigation. It is an
another part of dissertation which explains different limitations faced by researcher while doing
each activities of research. This section of methodology is divided into two sections such as
common methodological limitations and common limitations of the researcher (Tuohy and et. al.,
2013). Under methodological limitations, there are different limitations such as issues with
sample and selection, insufficient sample size for statistical measurement, lack of previous
research studies on the topic etc. Apart from this, there are some common limitations of the
researcher such as limited access to data, time constraints, conflicts arising from cultural bias and
many other personal issues etc. Therefore, all these are major limitations which will directly
impact on researcher while performing of each activities of dissertation. There are another
limitations such as improper behaviour of respondents, lack of capital, insufficient amount of
resources etc. These limitation will also impacted on investigator while doing of research in
systematic and effective manner.
29

Research instruments, procedures and techniques:
There are different instruments for collecting information regarding e-commerce security.
Interview and questionnaire will be applied for identifying response of respondents about the
topic. For this, questionnaire will be conducted for identifying opinion of consumers about the e-
commerce security of Amazon. Along with this, interview is also conducted for identifying view
of Amazon manager about the e-commerce security (Walliman, 2017).
Questionnaire:
A questionnaire introduces as an important instrument of research that consist of series of
questions for the intent of collecting accurate information or data from respondents. This method
of data collection will highly support an investigator to gather reliable and valid data regarding
the influences of e-commerce security on consumer buying behaviour.
30

Interview questions:
Interview is also consider effective method of data collection that involves presentation
of oral-verbal stimuli and answer in terms oral-verbal responses. In addition, it is most essential
part of data collection which will assist an investigator to gather appropriate amount of data from
the respondents. According to the current study, some interview questions will be prepared for
analysing opinion of respondents about the e-commerce security and consumers buying
behaviour.
Main reason behind using interview questions as it is time-efficient, cost-effective and
easy method for researcher to evaluate objectively (Wiek and Lang, 2016). There are also
different advantages of applying interview questions in current study, including, easy correction
of speech, selection of suitable candidate, sufficient information, collection of primary
information, less costly, time saving, increasing knowledge, explore cause behind the issue, in-
depth analysis etc. All these are main advantages of interview questions and helps an investigator
to collect information in accurate and systematic manner. With the help of this method some
interview questions will be prepare as under:
Q1) What are the benefits of e- commerce to consumers of Amazon?
Q2) What is the influence of e- commerce security on consumer buying behaviour?
Q3) What are the different security issues that affects customers behaviour regarding online
purchasing?
Q4) What are the various ways through which Amazon can overcome from the e-commerce
security issues?
Q5) Why is e-commerce security is important?
Q6) What are main disruptions to website stability?
Q7) What are the common factors of online purchasing and how customers buying behaviour is
satisfied under the e-commerce?
Q8) What are the preferences of customers for the online purchasing that how Amazon business
model keep the customer loyalty or trust?
Q9) What are the main steps to achieve security in e commerce?
31

Q10) What are the ways to attract customers towards e-commerce service of Amazon?
Questionnaire
Q1) According to your opinion, how is e-commerce useful to the customer in the e-business
domain?
a) Providing opportunities
b) Implementing relationships with customers
Q2) According to you, what are the data security issues with Amazon.com?
a) Controlling,
b) Hackers,
c) lack of personal information
Q3) According to you, what are the possible drawbacks or issues of e-commerce?
a) Cybercriminals hacks their websites
b) wipes existing cash
c) Late delivery
Q4) What are the payment models for e-commerce service in Amazon?
a) Amazon Pay
b) Smart card
c) Other
Q5) Does e-commerce security impact on their buying behaviour while purchasing of products
or services from Amazon ?
a) Yes
b) No
32

Research reliability and validity:
Reliability and validity of the research is mainly depend of data collection methods.
According to the current research, interview is used by researcher. It is useful methods of data
collection and helps researcher by giving them valid and reliable information about the impact of
e-commerce security on buying behaviour of customers. Along with this, above mentioned both
instruments are useful which will assist an investigator to complete each activities of
investigation in more systematic manner. Along with this, reliability and validity of study is
important for achieving better outcomes for investigation in systematic manner (Wiek and Lang,
2016).
33

CHAPTER 4: Research and Analysis
Data analysis introduces as an effective and most essential section of an investigation
work as in this proper concentration has been provided to analysis of information which are
accumulated by the researcher for the motive of reaching at the key outcome (Kabango and Asa,
2015). Data analysis and interpretation is described as the procedure of assigning meaning to the
gathered data and analysing the final output, significance and the implication of the results. It is
the most essential and exiting stage in the process of an investigation work. In the present
investigation area related to the study on identifying the impact of electronic commerce security
on buying behaviour of users. In this analysis is executed with the support of interview as in this
interview is conducted to determining the study area in effective manner and accumulation of
wide range of information via the help of determining human perception and idea. Interview is
suitable in accumulation of valid and reliable information from analysing the views and
perception of individual who are having suitable idea and knowledge regarding the similar
subject area.
Interview questions:
Q1) What are the main advantages of e- commerce to consumers of Amazon?
Ans: The interview is executed to analysing the advantages of e-commerce to user of Amazon.
From analysis of the interview session it has been evaluated that majority of respondents have
knowledge about the e-commerce business of Amazon, thus e-commerce is effective in
capturing a wider market base which could be resulted in the growth and success of businesses
which are based on e-commerce operations. Amazon is a largest and most leading e-commerce
business which has its wider brand image within the globe. In today's era environment, human's
living are very much based on internet and its sources, this is the reason behind individual's are
promoting online e-commerce business, thus e-commerce businesses are having numerous
benefits like expansion of lowering cost, satisfied services, Easy service access, time saving,
cost saving, wider options etc. These are the key benefits which are attained by the consumer of
Amazon buy the electronic commerce facility that are given by the business. In today's modern
scenario human life is very busy, as individual's are living in tight schedule and lying in the
busy schedule, people are not able to fulfilling their desires, so e-commerce businesses are
effective for the people in satisfying their needs and wants through making online purchasing
34

and fulfilling their desires.
Q2) What is the effects of e- commerce security on consumer buying behaviour?
Ans: As per the brief analysis of the views of the interviewee, it has been determined that
majority of people are said that e-commerce security has positive impact over the customer
purchasing behaviour, thus security in forms of e-commerce business is the key consideration
of businesses as to maintaining the systematic execution of the operations without breaching
any sort of privacy aspects. Security is the primary consideration of a business or a consumer as
well, thus today's digitalised globe, online shopping is the way through which individual can
purchase goods and services directly by sitting at a same place. In the e-commerce business
ground people wants security as high security promises encourages consumers trust which
could be positively influence the purchasing behaviour of clients towards the e-commerce
business. In the case of Amazon, as a well reputed firm, Amazon is ensuring their customers
about the safety and security of their personal data which develops positive response of
customers towards the firm or its operations. Probable security aspects motivates the online
business and encourages people to satisfying their wants through sitting at a same place and
taking benefits of wide variety of offerings.
Q3) What are the different security issues that affects customers behaviour regarding online
purchasing?
Ans: From the views analysis of respondents, it has been stated that there are multiple security
products that are arises related to electronic-commerce business like privateness, integrity,
authentication, non-repudiation, loss of money, credit card fraud, hacking etc. and these also
affects the consumer behaviour related to online purchasing. Respondents states that it is more
essential for the e-commerce businesses to reduce the chance of conflicts in respect to ensuring
the customers regarding the faithful services of the firm. In the modern trend online businesses
are having positive as well as negative influences, thus in the terms of online purchasing the
issue of breaching safety is so high and this may have negative impact over the purchase
decision of people through e-commerce facilities. Hacking is the major issue which mainly
have negative impact over the online purchasing of people, thus in the digital world, few people
are using internet sources in wrong manner for the sack of their personal benefits. However
they hack others account and taking benefits of their financial sources in wrong manner and this
35

considered to be the major security error which affects the customers behaviour regarding the
online purchasing.
Q4) What are the different ways through which Amazon can easily reduce from the e-
commerce security issues?
Ans: The question related to the aspect of the different ways through which Amazon can reduce
from the e-commerce security issues is being asked through the respondents and people states
that Amazon is a large e-commerce business which has widely concern over providing effective
e-commerce facilities to the people world wide and attaining higher growth and success.
Amazon is applying various measures like a secure electronic-commerce platform, better use a
secure relation for checkout, do not collect sensitive user information, Request powerful
passwords from your customers, setup system alerts for suspicious activities, applies tracking
numbers for entire orders etc. These are the major sources which are effective for the firm in
providing a suitable level to the consumers to be faithful towards the offerings of Amazon.
Therefore these security measures are applied by Amazon for resolving the security issues and
sustaining their business operations at global level. These ways are effective for the Amazon in
maintaining the brand reputation of the firm within the commercial centre and this also create
value in attracting more people towards the online purchasing and builds the trust of people in
respects to the safety of electronic-commerce facilities.
Q5) Why e-commerce security is essential?
Ans: In the interview section question related to Why electronic-commerce security is
important is being asked to analysing the effectiveness of e-commerce security from the
respondents and people prescribe their view in regards to the subject area is that, in today's
modern digitalised global security is the key consideration of each individual or business. In
regards of e-commerce business security is essential to ensuring their customers regarding not
revealing any personal information and also saves the personal details regarding the financial
aspects of customers. Security measures are effective in providing best security facilities which
develops the motivation of people to buy things from online sites. Cybersecurity is refers to be
the most essential features of e-commerce. Without this correct communications protocol,
online shop proprietor put themselves and their buyers at danger for payment fraud, so in the
terms of e-commerce business security is important for the business and customers to build
36

good and healthy relationships, which could be resulted in providing benefits to the customers
to attaining long term benefits from the facilities offered by the online business.
Q6) What are main disruptions to website stability?
Ans: According to the views analysis of the participants it has been evaluated majority of
people are said that e-commerce business is the most leading area in the business environment,
thus in today's modern business environment e-commerce businesses are increasingly growing
and develop benefits for people and businesses as well. As per the opinion of the respondents it
has been identified that website is the best source for conducting an online business, therefore
this is effective in providing an effective way to the businesses to develop their operations at
international ground. In the context of online business disruptions is effectual as it plays more
essential role in promoting innovation which may resulted in the growth of e-commerce
business. There are various disruptions to website which are aid by the e-commerce businesses
like Online shopping will incorporate more elements of in-store shopping, development of
hybrid shopping and fulfilment models, rise of the omni-channel shopper, the strengthening
link among social and shopping etc. these are the major disruptions that are effective in
developing the website stability within the commercial centre.
Q7) What are the common factors of online purchasing and how customers buying
behaviour is satisfied under the e-commerce?
Ans: From the opinion investigating of the respondents it has been interpreted that online
purchasing is increasing growing in today's modern scenario, as it provides a comfortable zone
to the individual to satisfying their needs and wants from making their requirement fulfil from
the online purchasing sites. As per the opinion analysis of the respondents, it has been stated
that there are various common factors of online purchasing like time saving, lowering cost,
relaxation from the crowd, wide variety of options, variation in product prices, easy to compare
facility etc. these are the major factors that promotes online shopping and e-commerce
businesses plays vital role in providing opportunities to the individual to select products as per
their wants and satisfying the personal needs and wants. E-commerce businesses are providing
online option to people to search best deals and products that are effective in fulfilling their
needs and wants. In today's modern scenario people are spending a huge time on internet
sources and taking the use of websites to saving time from satisfying their needs through
37

making online purchasing.
Q8) What are the preferences of customers for the online purchasing that how Amazon
business model keep the customer loyalty or trust?
Ans: According to the views analysis of the respondents it has been determined that different
people has different perception. Thus, people are having their own interest and preference
which are fulfilled through the source on online purchasing. However people are using online
purchasing tool for satisfying their own needs. There are multiple preference of customers for
using online purchasing like variety of options, saving of time, cost effective, easy way to make
purchase, comfortable option etc. Online purchasing method is mainly preferred by the people
who are very much busy in their daily schedule and wants to save time which are incurred in
the shopping activities. Amazon is operated at global level and providing online purchasing
facilities to their potential customers and firm is concerned over ensuring their customers
regarding the safety and security of their individual data and also provide products and facilities
on the promise date. Therefore these aspects are effective in making trust as well as loyalty
among the users in regards to the offerings of the firm.
Q9) What are the main steps to achieve security in e-commerce?
Ans: From the above mentioned graph it has been interpreted by the respondents that there are
several steps through the securities in e-commerce can be achieved. As security of the e-
commerce play a vital role in protecting the transaction which have been done over the internet
or through the online procedure. To keep the security of electronic-commerce one must focus
on the partner having the knowledge to process the online transaction, secure socket layers, a
name of the payment card industry compliance. One must also monitor the transaction on the
regular basis so that the identification of the suspicious purchasing activity can be monitored
from time to time. To achieve security of e-commerce assurance of the digital signature, safe
login screen, secure electronic transaction that is termed as a SET system must be there within
computer which will ensure that the transaction have been processed securely within both the
parties who are operating these over internet. Secure payment will leads to the higher
transaction through the online process as online payment system is the vital function of e-
commerce on the websites.
Q10) What are the ways to attract customers towards e-commerce service of Amazon?
38

Ans: According to the opinion analysis of the respondents it has been evaluated that, Amazon is
a large American multinational technology company which is operated at international level
and the main purpose of Amazon is to attracting more and more buyers towards the offerings of
the firm for the motive of accomplishing higher growth within the e-commerce business.
Customers attraction is the key consideration for an e-commerce business to sustain their
operations within commercial centre. There are multiple ways like having an eye catching store,
build reputation before promoting brand, analysing customers preferences, wide variety of
options in a single product range, best deals and offers, gift vouchers, discounts, ensuring high
quality services etc. are applied by Amazon to attract customers towards the firm or its
facilities. Amazon is also providing advertisement on online social media applications, thus
These are the best possible ways to attracting more customers towards the firm or its offerings
which could be resulted in higher growth and success within commercial centre.
Questionnaire
Q1) According to your opinion, how is e-commerce useful to the customer
in the e-business domain?
Frequency
a) Providing opportunities 20
b) Implementing relationships with customers 20
Q2) According to you, what are the data security issues with Amazon.com? Frequency
a) Controlling, 10
b) Hackers, 15
c) lack of personal information 15
Q3) According to you, what are the possible drawbacks or issues of e-
commerce?
Frequency
a) Cybercriminals hacks their websites 15
b) wipes existing cash 15
c) Late delivery 10
39

Q4) What are the payment models for e-commerce service in Amazon? Frequency
a) Amazon Pay 15
b) Smart card 10
c) Other 5
Q5) Does e-commerce security impact on their buying behaviour while
purchasing of products or services from Amazon ?
Frequency
a) Yes 30
b) No 10
Data analysis and Interpretation
Q1) According to your opinion, how is e-commerce useful to the customer
in the e-business domain?
Frequency
a) Providing opportunities 20
b) Implementing relationships with customers 20
a) Providing opportunities
b) Implementing relationships with customers
0
5
10
15
20
20 20
Frequency
Interpretation: Data security is a term known for all measures and tools that are used for
guarding both the data and analytics process from attacks, theft and other malicious activities.
From the given pie chart it is concluded that out of the 40 respondents, there are 20 respondents
40

who think e-commerce is useful for customers in the e-business domain. On the other hand, other
20 respondents think that implementing relationships is useful for e-commerce domain.
Q2) According to you, what are the data security issues with Amazon.com? Frequency
a) Controlling, 10
b) Hackers, 15
c) lack of personal information 15
a) Controlling,
b) Hackers,
c) lack of personal information
0
2
4
6
8
10
12
14
16
10
15 15
Frequency
Interpretation: It can be interpreted from the above graph that 15 respondents believe that
buying on Amazon misuses personal data of the consumers. 15 answers were focused on the
threat which has been brought in by the hackers. A few number of people state that there is a
lack of control on the information that floats on the website.
Q3) According to you, what are the possible drawbacks or issues of e-
commerce?
Frequency
a) Cybercriminals hacks their websites 15
41

b) wipes existing cash 15
c) Late delivery 10
a) Cybercriminals hacks their websites
b) wipes existing cash
c) Late delivery
0
2
4
6
8
10
12
14
16 15 15
10
Frequency
Interpretation: It can be interpreted from the above graph that cybercriminals are the biggest
threat which has been mentioned by 15 respondents. 15 respondents out of 40 believed that
wiping cash from the banks is the biggest threat. Late delivery is said to be choice of the
remaining 10 respondents.
Q4) What are the payment models for e-commerce service in Amazon? Frequency
a) Amazon Pay 15
b) Smart card 10
c) Other 5
42

a) Amazon Pay b) Smart card c) Other
0
2
4
6
8
10
12
14
16 15
10
5
Frequency
Interpretation: From the above mentioned table or graph it has been interpreted different
payment models for e-commerce service within an organisation. Majority of participants have
idea as Amazon pay is best medium of payment as it is safe as compare to other models. Smart
card is another model of payment which is also used by customers for paying amount of capital
for specific product.
Q5) Does e-commerce security impact on their buying behaviour while
purchasing of products or services from Amazon ?
Frequency
a) Yes 30
b) No 10
43

a) Yes b) No
0
5
10
15
20
25
30
30
10
Frequency
Interpretation: It has been identified from the above illustration that 30 respondents out of 40
state that security aspects while buying products online tend to influence buying decision of
consumers. Whereas remaining 10 respondents believe that security is not a crucial aspect
which influences buying behaviour.
Discussion:
This is another part of the research which have been done on the basis of primary and
secondary source of data collection. Under primary source, discussion will be made on the basis
of Interview. As this will support researcher in analysing of primary information (Karimi,
Papamichail and Holland, 2015). In case of secondary source, discussion will be completed on
the basis of literature review.
Discussion on the basis of primary source of data collection
Theme 1: E-commerce useful to the customer in the e-business domain
Interpretation: From the above graph, the question related to the area how is e-commerce
useful to the customer in the e-business domain, people stated their opinion that, e-commerce is
very much useful to the people in the e-business domain, thus e-commerce is effective in
providing opportunities to the businesses to promote their facilities through online sources like
44

social media, online applications, web pages etc. In the context of E-business domain, electronic-
commerce is effective in implementing relationships with customers at global level via providing
them online purchasing facilities that are effective in satisfying their needs and wants. As per the
opinion of the individual it has also been stated that electronic-commerce is the important aspect
in the context of e-business domain as the businesses are concern over promoting their facilities
with the assist of e-commerce as it is effective in providing opportunities to the businesses to
implement connection with the clients at international level. This is good and more effective for
the the development and success of e-business to attain competitive edge.
Theme 2: Data security issues with Amazon.com
Interpretation: According to the opinion analysis of the respondents it has been evaluated
that Amazon operates its operations at higher scale and almost captured a wide market which is
more effective for the organisation in accomplishing higher growth and success. As a large
online business there are multiple security issue like controlling, hackers, consideration etc. lack
of personal information etc. which some time impacts on brand image of Amazon. The company
is having wide customers range and for this they are having wide information range of them and
it is not easy for the firm or its management to search an individual product detail, thus this is
also a major security error that affects the working of Amazon at wide range.
Theme 3: Possible drawbacks or issues of e-commerce
Interpretation: From the above mentioned table it can be said various issues with e-
commerce are customer fear to provide accurate financial addition to personal information to
conduct trustworthy transactions. E- commerce portals faces issue of security as due to the
negligence of companies hackers or cybercriminals hacks their websites and wipes existing cash
which is one of the drawback. Late delivery is another drawback of e- commerce as while
ordering commodities the customers are provided assurance that selected products will reach to
them within particular time period but many a times it does not happen as well as customers have
to keep waiting for long. Other than this, e-commerce portals requires huge investments to
perform better but faces technical disturbances in networks or software due to which it costs
additional to companies and reduces their profit margins that results in huge problems. In
addition, e-commerce also faces issues of healthy competition which turns inwards together with
becomes difficult with businesses to attract large segment of consumer base.
Theme 4: Payment models for e-commerce service in Amazon
45

Interpretation: From the above table it has been analysed that Amazon uses various
payment models to complete E-commerce services. One of them is mobile payment that allows
transactions through text messages despite the use of cards or cash. In this, customer of Amazon
while making payment has to just download the software as well as link towards billing
information. Another payment model used by the company is Amazon Pay which is secure,
quick addition to convenient for making payments for various online purchases. In this, the
information which is already accumulated in Amazon account credentials is used for getting
payments. Amazon also uses Smart card which is plastic card having microprocessor possessing
personal information of customer addition to funds for making instant money for bills and
completing online transactions successfully. Money loaded on smart cards decreases with per
usage and it has to be reloaded again from bank account.
Theme 5: E-commerce security impact on their buying behaviour
Interpretation: As per the viewpoints of respondent, it can be declared that yes electronic
commerce security has huge impacts on buying behaviour of customers at the time purchasing
commodities from Amazon. Electronic commerce security is characterised to values directing
safe electronic transactions which allows making purchases or sale of things online within
protocols. If the company provides security to customers in context to their personal or financial
data together with keeping then safe can satisfy customers and impacts in making more
purchases and becoming loyal customers. Understanding customers perception and providing
them products with security can result in more purchase of organisational commodities. Amazon
by performing transactions within protocol and satisfying customers with protection to data and
serving on time by delivering their products also impacts in buying behaviour of customers in
positive manner as they start trusting the entity and makes frequent purchase decisions.
Maintaining E- commerce security and performing influential activities also results in impacting
on buying behaviours of potential audiences from Amazon.
Discussion on the basis of secondary source of data collection i.e. Literature Review
E-commerce security refers to the principles which ensures riskless electronic
transactions, allowing the selling as well as buying of products or services through the internet.
Successful online business mainly depends on trust of customers on the security system of an
organisation which are mainly privacy, integrity, authentication, non-repudiation etc. Privacy
means not sharing information or data with unauthorized business or parties. Integrity ensures
46

that none of the data shared online by the client will be altered in any way. In e-commerce,
authentication and fraudulent identification are possible, and various organisations recruit an
expert to make sure such type of e-commerce security or safety is ensured. Apart from this,
repudiation is denial and great organisation depends on both sellers and buyers following via on
the part of transaction. Therefore, above mentioned all these are important part of e-commerce
security and helps an organisation to deal with other businesses or customers with more secure
manner.
As per the view point of Yoo, Kim and Sanders, 2015, e-commerce is directly impacting
on consumer's purchasing behaviour in different ways. E-commerce has an effective and
important effect on buying behaviour of consumer. In marketplace, different opportunities of
shopping have increased and purchasers have more convenient and different options. Along with
this, trend of online sales has maximised and large number of customers prefer to purchase
products and service over the internet due to the insufficient of time. For example: professional
as well as working people not have maximum time period to visit marketplace so they get their
needed services or products at their own offices or doorstep. Therefore, security is more
important for any type of transaction and deal that mainly takes place over the computer network
or internet. There are some requirements for safe transactions or e-payments such as
confidentiality, integrity, authenticity, auditability, encryption, non-repudiability and availability.
Under confidentiality, information or data should not be convenient to unauthorized person. For
integrity, data should not be revised during its communicating over the network., in case of
availability, information should be gettable whenever and wherever needed within a time
duration specified. Thus, security is much more significant part for changing customer's buying
behaviour towards specific services or products.
On the other hand Laduram Vishnoi, 2019 data security is another main issue which is
faced by customers while purchasing products or services over the online. Issues related with
security can track to nightmare scenarios. Attack the web host server, fraudsters post span and
infecting the internet site with viruses can possibly gain approach to confidential information
regarding card details, phone number etc. of customers. Thus, data security is more important
and essential part which will directly impact on consumer's buying behavior while buying
products or service through internet.
47

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
From the above mentioned information it has been concluded as e- commerce is essential
for an organisation as well as customers. From the above findings it has been interpreted that
majority of respondents are agreed as e- commerce are beneficial because it save time of an
organisation as well as customers also. E-commerce provides additional benefits to its audiences
in many aspects. Electronic commerce websites or apps offers 24*7 services to its customers.
These websites possess diverse product ranges among which audiences can also make
comparisons with other electronic commerce and can make purchase decision any time and
anywhere without visiting the stores. e- commerce also provide benefit on convenience to
customers for purchasing commodities without any constants. With the help of above
information, it is being concluded that in the dynamic scenario, e-commerce plays crucial role
for enhancing aspects of buying addition to selling commodities through online. From the
literature review, it has been analysed that that e-commerce security is integrated with protocols,
regulations addition to administrative procedures that are designed with the aim to preserve
integrity along with availability of digital information together with proceedings in electronic
transactions. Physical security addition to logical security are part of e commerce security that
comprises software safeguards for entity's system. In addition, security plays crucial function to
safeguard transactions and conduct them systematically. Various threats with e-commerce
security includes financial frauds, Brute force attacks, bots, trojan Horses and spams that impacts
not only on organisations but also on customers as well. At same time, aspects like Anti-malware
software, backup data, training programmes for personnels, educating clients, secured websites,
using firewalls and eliminating malicious activities are adopted by management of organisations
to deal with the all issues. If business concerns of online trading provide e-commerce security
then they are able to retain customers through building trust with loyalty towards specific brand
or commodity.
The e-commerce organisation also helps customers to gain adequate information about
particular commodity as well as gets their problems clarified through asking questions and
receiving answers electronically. The influences that e-commerce security have on buying
behaviour are also examined and it is concluded that consumer behaviour is decision processes
48

along with actions of individuals who purchases commodities for the purpose of consumption. In
the competing world, people makes various searches for the purpose to choose best product
which can fulfil their requirements or wants. It is characterised as sum total of intention,
attitudes, preferences together with decisions of consumers while buying goods. E-commerce
impacts in various ways on purchasing behaviour of an individual as there are diverse
opportunities available to purchases to carefully analyse things and convenient buy them. In
addition, the trend of online sales are maximising due to which large consumer base prefers to
buy commodities over internet because of having insufficient or limited time. Certain e-
commerce factors that impacts buying behaviour of audiences includes shopping card
abandonment, consumer reviews, coupons and discounts, social media, easy return policies,
money return systems, customer testimonials and live chats which supports both customers and
commerce entities to attain profitable outcomes within short time span. Positive impacts includes
energy consumptions, timely delivery and saving time, cost and fuel to acquire beneficiary
results. But at same time, few negative impacts are lack of security and failure of systems to
continue transactions in electronic commerce.
From the discussed aspects it has been concluded that there are various issue related to
security while purchasing the goods on digital mode like online payment loss, undelivered
goods, proper goods not received, money thefts, data misuse, hacking, etc. The different kind of
security threats which is faced by the buyer during purchasing of products and facilities via
online platform. E commerce provides the security that secure the E- transaction and allow the
business solution in effective manner. Some security system like access control, surveillance,
alarming control that introduces by business firm perform security operations at the online
platform. There are certain parts that affect the purchasing behaviour of the customers in
competitive era. Some security issues that affect the buying behaviour of clients are as financial
risk, delivery risk, physical risk, security risk, privacy risk, time risk etc. Due to unsecured online
business management productivity and profitability can be decreases at certain scale. In order to
get over the problems of the business security that is associated with governance of targeted
customers and business parties is safe and secure and undiscovered the information in the open
market. In order to get out from the security issues with in the industry of Electronic commerce
or online platform, provides the basic and structured facility to the loyal customer so that they
can stick with the company. Various ways through which the commerce company solves issues
49

comprises of choosing a secure e-commerce platform in corder to adopt the good tech based
services at the online platform to enhance the sell of the goods. Amazon's website will save
company's time period, cost, human resources as well as customer time. At same time, company
uses secure connection for checkout (SSL) as HTTP protocol is being utilised for conveyance of
data from client’s browser to servers.
Recommendation
It has been recommended importance of e-commerce security and its direct effects on
purchaser's purchasing behavior. Majority of the respondents have a opinion as e-commerce
introduces to the useful values which lead safe and secure e-transactions, allowing the selling
and purchasing of products and service using the internet. In e-commerce, security is essential
and needful for customers because it increase trust among customers towards Amazon and its e-
commerce service. There are different recommendation about how to deal with e-commerce
security and how to attract large number of customers within Amazon. Some recommendations
will be determine as under:
Ways to overcome e-commerce security issue: There are certain ways recommended to
the Amazon regarding how to reduce high impact of e-commerce security. Amazon must select a
secure e-commerce platform, don't store sensitive user data, use a secure connection for
checkout, request strong passwords from your users, Setup system alerts for mistrustful tasks,
Use tracking numbers for each and every orders, forever backup their system as well as database
and so on. These are useful and valuable ways for overcoming e-commerce security issue
systematically.
Adoption of training program: It is consider another main way for reducing high impact
of e-commerce security. Amazon must provide training to their employees which will helps them
to maximise customer's base easily. Trained employees are able to deal all problems faced by
clients while they purchase products or service over the online.
Provide quick service: Amazon must provide effective and quick service to the
customers. As it will support them in improving its development and growth in customer's mind
as well as in marketplace also. It will further assist company by maximising number of customer
and also improving its brand image of business.
Ways to make business more successful: There are different and useful ways will be
recommend to the Amazon about its success. For this, Amazon must focus on client service,
50

make word of mouth, grow their marketing efforts, build their online presence with a business
websites and social media, cut their business costs, go mobile etc. All these are consider more
essential and important ways for Amazon to achieve competitive benefits and improve their
success within given time duration.
Utilisation of payment model: There are certain types of payment model which must be
used by Amazon. It includes credit card, debit card, e-money, smart card, electronic fund transfer
etc. All these are more useful and essential model of payment and assists company to increase
customer base and accomplish long term goals and objectives.
51

CHAPTER 6: REFLECTION AND ALTERNATIVE RESEARCH
METHODOLOGY
Reflection:
I am thankful that I got this possibilities to perform each tasks of investigation or research
over such as an interesting topic i.e. “How e-commerce security influences consumer buying
behaviour- Case study Amazon UK”.this research widely assist me in increasing my knowledge
criteria about the e-commerce and important of its security for consumers. By conducting this
investigation I came to develop basic understand regarding the e-commerce security and its
impact on consumers while purchasing products or services over the internet. Apart from this, I
also more capable to analysis significance of e-commerce security towards organisation as well
as customers. Despite of all this I played important role to find out that in what manner does
customers get impacted by the action taken by retailer. By performing study I become able to
boost my investigation quality by getting a through understanding about tools that are followed
for organising investigation in systematic way. Thoughtful current study I have faced large
number of issues such as improper behaviour from respondents, insufficient time, lack of fund
etc. All these are biggest issues which is faced by me during research. Despite of all these issues
I tried to give my full efforts to do research in more ethical and systematic way. For conducting
this research I have followed interview as money and cost was not high otherwise I will follow
questionnaire as an alternative part of research methodology which assist me in acquiring in-
depth knowledge about specific view and thing of respondents.
Alternative research methodology:
There are different methods which have been followed by researcher such as qualitative
research method, interview, philosophy, approach, design, instruments etc. These are more
effective methods which helped investigator to do investigation in an efficient way. There is an
alternative research methodology which are participants observation, focus group etc. These are
consider most essential part of qualitative research method which will assist researcher to collect
accurate and in-depth information from the respondents. Along with this, questionnaire also
consider as an effective method of data collection. There are various benefits of questionnaire
which are inexpensive, practical, offer a quick way to get results, scalability, comparability, easy
analysis and visualization, offer actionable data, respondent anonymity, don't have time
52

constraints and cover every aspect of a topic. Therefore all these are biggest advantages of
questionnaire and helps an investigator to gather appropriate amount of data or information from
the respondents. Information mainly related with the influence of e-commerce security on
consumers buying behaviour. Participants observation is another alternative research
methodology which is also important for conducting research in effective manner. Validity,
Insight, Flexibility, Practical advantages etc. are consider main benefits for using participant
observation technique. Focus group is another alternative research methodology which is also
beneficial for an investigator while collection f accurate data regarding the e-commerce security
influence on consumer's purchasing behavior. With the help of focus group, researcher can
easily measure respondent's reaction, opportunity for time saving etc. Therefore, questionnaire,
observation and focus group is an important part of alternative research methodology. Along
with this, questionnaire is more effective and beneficial alternative research methodology
according to the current study.
53

REFERENCES
Books and Journals
Akman, I. and Mishra, A., 2017. Factors influencing consumer intention in social commerce
adoption. Information Technology & People. 30(2). pp.356-370.
Al-Debei, M. M., Akroush, M. N. and Ashouri, M. I., 2015. Consumer attitudes towards online
shopping: the effects of trust, perceived benefits, and perceived web quality. Internet
Research. 25(5). pp.707-733.
Bai, Y., Yao, Z. and Dou, Y. F., 2015. Effect of social commerce factors on user purchase
behavior: An empirical investigation from renren. com. International Journal of
Information Management. 35(5). pp.538-550.
Baubonienė, Ž. and Gulevičiūtė, G., 2015. E-Commerce factors influencing consumers ‘online
shopping decision.
Baubonienė, Ž. and Gulevičiūtė, G., 2015. E-Commerce factors influencing consumers ‘online
shopping decision.
Cao, Y., Lu, Y., Gupta, S. and Yang, S., 2015. The effects of differences between e-commerce
and m-commerce on the consumers' usage transfer from online to mobile
channel. IJMC. 13(1). pp.51-70.
Chaparro-Peláez, J., Agudo-Peregrina, Á. F. and Pascual-Miguel, F. J., 2016. Conjoint analysis
of drivers and inhibitors of e-commerce adoption. Journal of Business Research. 69(4).
pp.1277-1282.
Chen, Y., Yan, X., Fan, W. and Gordon, M., 2015. The joint moderating role of trust propensity
and gender on consumers’ online shopping behavior. Computers in Human Behavior.
43. pp.272-283.
Hasan, B., 2016. Perceived irritation in online shopping: The impact of website design
characteristics. Computers in Human Behavior. 54. pp.224-230.
Hong, W., Tam, K. Y. and Yim, C. K. B., 2016. E-service environment: Impacts of web interface
characteristics on consumers’ online shopping behavior. In E-Service: New directions
in theory and practice (pp. 120-140). Routledge.
Jiang, L., Jun, M. and Yang, Z., 2016. Customer-perceived value and loyalty: how do key service
quality dimensions matter in the context of B2C e-commerce?. Service Business. 10(2).
pp.301-317.
Juaneda-Ayensa, E., Mosquera, A. and Sierra Murillo, Y., 2016. Omnichannel customer
behavior: key drivers of technology acceptance and use and their effects on purchase
intention. Frontiers in psychology. 7. p.1117.
Kabango, C. M. and Asa, A. R., 2015. Factors influencing e-commerce development:
Implications for the developing countries. International Journal of Innovation and
Economics Development. 1(1). pp.64-72.
Karimi, S., Papamichail, K. N. and Holland, C. P., 2015. The effect of prior knowledge and
decision-making style on the online purchase decision-making process: A typology of
consumer shopping behaviour. Decision Support Systems. 77. pp.137-147.
Nisar, T. M. and Prabhakar, G., 2017. What factors determine e-satisfaction and consumer
spending in e-commerce retailing?. Journal of Retailing and Consumer Services. 39.
pp.135-144.
Oliveira, T., Alhinho, M., Rita, P. and Dhillon, G., 2017. Modelling and testing consumer trust
dimensions in e-commerce. Computers in Human Behavior. 71. pp.153-164.
54

Pantano, E. and Priporas, C. V., 2016. The effect of mobile retailing on consumers' purchasing
experiences: A dynamic perspective. Computers in human behavior. 61. pp.548-555.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.
San-Martín, S., Prodanova, J. and Jiménez, N., 2015. The impact of age in the generation of
satisfaction and WOM in mobile shopping. Journal of Retailing and Consumer
Services. 23. pp.1-8.
Sharma, G. and Lijuan, W., 2015. The effects of online service quality of e-commerce Websites
on user satisfaction. The Electronic Library. 33(3). pp.468-485.
Sharma, G. and Lijuan, W., 2015. The effects of online service quality of e-commerce Websites
on user satisfaction. The Electronic Library. 33(3). pp.468-485.
Sobihah, M., Mohamad, M., Ali, N. A. M. and Ismail, W. Z. W., 2015. E-commerce service
quality on customer satisfaction, belief and loyalty: a proposal. Mediterranean Journal
of Social Sciences. 6(2). p.260.
Yoo, C. W., Kim, Y. J. and Sanders, G. L., 2015. The impact of interactivity of electronic word
of mouth systems and E-Quality on decision support in the context of the e-
marketplace. Information & Management. 52(4). pp.496-505.
Research methodology
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Gioia, D. A., Corley, K. G. and Hamilton, A. L., 2013. Seeking qualitative rigor in inductive
research: Notes on the Gioia methodology. Organizational research methods. 16(1).
pp.15-31.
Green, J. L., Camilli, G. and Elmore, P. B. eds., 2012. Handbook of complementary methods in
education research. Routledge.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Mackenzie, J., Tan, P. L., Hoverman, S. and Baldwin, C., 2012. The value and limitations of
participatory action research methodology. Journal of hydrology. 474. pp.11-21.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion. 30(7). pp.537-542.
Miller, T.,and et. al ., 2012. Ethics in qualitative research. Sage.
Quinlan, C. and et.al ., 2019. Business research methods. South Western Cengage.
Riedl, R., Davis, F .D. and Hevner, A. R., 2014. Towards a NeuroIS research methodology:
intensifying the discussion on methods, tools, and measurement. Journal of the
Association for Information Systems. 15(10). p.4.
Scotland, J., 2012. Exploring the philosophical underpinnings of research: Relating ontology and
epistemology to the methodology and methods of the scientific, interpretive, and critical
research paradigms. English language teaching. 5(9). pp.9-16.
Silverman, D. ed., 2016. Qualitative research. Sage.
Tuohy, D. and et.al., 2013. An overview of interpretive phenomenology as a research
methodology. Nurse researcher. 20(6).
Walliman, N., 2017. Research methods: The basics. Routledge.
55

Wiek, A. and Lang, D. J., 2016. Transformational sustainability research methodology.
In Sustainability science (pp. 31-41). Springer, Dordrecht.
Online
Amazon.com. 2019. [online]. Available through;
<https://www.britannica.com/topic/Amazoncom>.
Mason Kingsbury. 2018. E-commerce Security. [online]. Available through;
<https://www.quentosity.co.nz/5-essential-e-commerce-security-features-your-website-
needs-in-2018/>.
What is eCommerce Security?. 2018. [online]. Available through;
<https://www.cardinalcommerce.com/security/ecommerce-security-basics>.
Brianna Wills. 2014. Major Benefits of e-Commerce to customers. [online]. Available through;
<https://medium.com/@briannawillsss/18-major-benefits-of-e-commerce-business-for-
retailers-customers-in-2015-63c5fc87f679>.
Smriti Chand. 2018. Consumer Behaviour. [online]. Available through;
<http://www.yourarticlelibrary.com/marketing/market-segmentation/consumer-
behaviour-meaningdefinition-and-nature-of-consumer-behaviour/32301>.
Shawn Grimsley. 2019. What Is Consumer Buying Behavior?. [online]. Available through;
<https://study.com/academy/lesson/what-is-consumer-buying-behavior-definition-
types-quiz.html>.
Corr S. Pondent. 2019. Positive & Negative Effects of e-Commerce. [online]. Available through;
<https://www.techwalla.com/articles/positive-negative-effects-of-e-commerce>.
Tarun Mittal. 2017. Common problems faced by customers while shopping online. [online].
Available through; <https://yourstory.com/2017/04/common-problems-online-
shopping>.
Laduram Vishnoi. 2019. Problems That Every E-commerce Faces. [online]. Available through;
<https://acquire.io/blog/problems-solutions-ecommerce-faces/>.
7 ways to protect your ecommerce site from security threats. 2015. [Online]. Available through:
<https://www.wamda.com/2015/12/7-ways-to-protect-your-ecommerce-site-from-
security-threats>.
Image source
Keller vs. Aaker customer based brand equity models. 2020. [online]. Available through:
<https://www.qualtrics.com/experience-management/brand/keller-vs-aaker/>.
56