How E-commerce Security Influences Consumer Buying Behavior: Amazon UK

This case study analyzes the influence of e-commerce security on consumer buying behavior, with a specific focus on Amazon UK. The study explores the benefits of e-commerce for Amazon's consumers, examines how security features impact purchasing decisions, identifies security issues affecting online customers, and proposes solutions for Amazon to overcome these challenges. The research employs a positivism philosophy, a deductive approach, and quantitative research methods, including interviews and questionnaires for data collection and thematic analysis for data analysis. The findings aim to bridge the gap in existing literature by examining the relationship between e-commerce security and consumer buying behavior, contributing to a deeper understanding of the factors that drive online purchasing decisions and the importance of security measures in building customer trust and loyalty. The structure of the report includes an introduction, literature review, research methodology, data analysis, conclusions, recommendations, and reflections.

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.
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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.
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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.
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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
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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
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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.
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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.
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(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
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Illustration 1: Keller's Brand Equity Model