Predicting Consumer’s Perceptions in On-line Shopping

This study aims at researching on the various perceptions of consumers in regard to online shopping.

Running head: PREDICTING CONSUMER’S PERCEPTIONS IN ON-LINE SHOPPING
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Predicting Consumer’s Perceptions in On-line Shopping
Name
Institution
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PREDICTING CONSUMER’S PERCEPTIONS IN ON-LINE SHOPPING
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Predicting Consumer’s Perceptions in On-line Shopping
Research question/ hypotheses
The main research question guiding the study conducted in the article is ‘what are the
various perceptions of consumers in regard to online marketing?’ The hypotheses being tested in
the study are:
H1: Perceived risk will have a negative impact on the customer’s intention to shop
online.
H2: Perceived usefulness will have a positive impact on the customer’s intention to shop
online.
H3: Perceived ease of use will have a positive impact on the customer’s intention to shop
online.
H4: Perceived enjoyment will have a positive impact on the customer’s intention to shop
online.
Summary of the study
In the recent days, technological advancement in the world has led to significant changes
in the business world (Picot-Coupey, Huré, Cliquet & Petr, 2009). There is introduction of
complex algorithms that contribute greatly to the advancement. The technology introduced has
brought about a positive influence on the businesses and enabled easier management. Data
management and storage sectors have been greatly improved. Communication is now efficient
with video-conferencing often utilized to achieve the business goals put in place. Business cost
has also decreased due to subsequent reduction in the production cost and marketing.
One thing that stands out in the technology advancement sector of business is the
economic globalization. It can be defined as the increased international trade, capitalism, and

PREDICTING CONSUMER’S PERCEPTIONS IN ON-LINE SHOPPING
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movement of goods without limitations of boundaries with subsequent interdependence and
liberalization of markets. In particular, E-business is one of the sectors that have shown much
capability in expanding businesses. It involves the use of internet resources to carry out
businesses (Mandilas et al., 2013). E-commerce is a sub-branch that involves the buying and
selling of the goods using the internet with the transfer of money and data execution utilizing the
same method. As a result, this study aims at researching on the various perceptions of consumers
in regard to online shopping.
Significance of study
E-commerce despite being an area identified to have much success has not been
explored by many. Statistical evidence of the success rate of the specialized market is limited this
far. The numbers of online shopping platforms keep increasing every day. However, clear
distinct information of the well fair of the market is yet to be documented. As discussed by
Watson (2013), studies conducted in in regard to online marketing indicate that the online retail
market will overtake the brick and mortar retail system. The brick and mortar refers to the
traditional retailing that entails having a business having a physical presence in a structure in
order to provide a face-to-face customer experience in selling products and providing services
(Schramm-Klein et. al, 2007). Due to the rapid growth of the retail sector, the consumer behavior
patterns have not been understood. It is quite important to know what exactly spikes the
customers with formulation of clear do’s and don’ts in the online business.
This study is based on getting a side-to-side view of the consumer behavioral patterns
when it comes to the acquisition of online shopping habits. The comparison will be between UK
online consumers and those in France. Their perceptions and expectations will be fully analyzed.
The analysis will give an idea of what the online shoppers look for when they use the retail

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method and this will enable the company to formulate achievable objectives that will lead to the
top-notch establishment of online retail presence.
Objectives of study
I. To have a demographic comparison of the effectiveness of online retail market for the
consumers
II. To determine the undertakings of online retail marketers those are not liked by customers
III. To analyze the factors those promote online shopping tendencies
A qualitative research design is adopted for the purposes of studying the perceptions of
consumers in this study. The researchers use this design since it is effective given the nature of
the study. Sampling of the data in this research study is carried with so much significance. On
the same note, the population under this research is sampled in Greece whereby the total target
population is 600 but only 124 individuals are used as the sample population.
Mails are used as the primary data collection instrument. I believe that the research
design used in the study was appropriate. This is because it ensures that the researchers were able
to sample the entire target population making it easy to generalize results without bias. In any
given study, ethical considerations are very crucial. This is because they help in maintaining the
credibility of a study. Additionally, ethics are incorporated in this study to ensure that data
collected is not edited or tampered with. As a result, the study is ethically sound.
References
Mandilas, A., Karasavvoglou, A., Nikolaidis, M., & Tsourgiannis, L. (2013). Predicting
consumer's perceptions in on-line shopping. Procedia Technology, 8, 435-444.

PREDICTING CONSUMER’S PERCEPTIONS IN ON-LINE SHOPPING
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Picot-Coupey, K., Huré, E., Cliquet, G., & Petr, C. (2009). Grocery shopping and the Internet:
exploring French consumers' perceptions of the ‘hypermarket’and
‘cybermarket’formats. The International Review of Retail, Distribution and Consumer
Research, 19(4), 437-455.
Schramm-Klein, H., Swoboda, B., & Morschett, D. (2007). Internet vs. brick-and-mortar stores-
analysing the influence of shopping motives on retail channel choice among internet
users. Journal of Customer Behaviour, 6(1), 19-36.
Watson, L. (2013) Slimfone bly koop-koning. Sake Rapport. 18 August 2013