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June 2011 Maizza Falach Morales

CONTENTS
CONTENTS ................................................................................................................................................. 2 RESEARCH TOPIC ................................................................................................................................... 3 Research brief .......................................................................................................................................... 3 Research aim and objectives............................................................................................................. 3 Research questions................................................................................................................................ 3 LITERATURE REVIEW ......................................................................................................................... 5 Conceptual Framework ....................................................................................................................... 5 Research studies and works ............................................................................................................. 5 SUMMARY .................................................................................................................................................. 8 RESEARCH METHODOLOGY ............................................................................................................. 9 Research methods .................................................................................................................................. 9 Data collection ......................................................................................................................................... 9 Data analysis method and findings ............................................................................................. 10 Ethical considerations: ..................................................................................................................... 10 CONCLUSION ......................................................................................................................................... 11 TIMESCALE............................................................................................................................................. 12 REFERENCES ......................................................................................................................................... 13

RESEARCH TOPIC
What factors have influenced customers in their buying behavior to use and benefit from an online-shopping company like amazon.com? Research brief Since the beginning of proper Marketing analysis, around 1950s, the ConsumerBuying behaviour has been a major issue for researchers. This concern is highlighted with the increasing market share of electronic commerce, seeking to determine the customer motivations to buy, to predict the consumer needs and to succeed in the highly competitive online shopping environment. This research is done due to the I.T background of the author and the massive present and future of online-shopping. There are several models that predict such behaviour. This research intention is to apply such models to the users of amazon.com; and identify the consumer buying behaviour drivers and the costumer perceived benefits in order to establish the appropriate marketing strategies for those customers, with the possibility to extent such results to the vast range of competitor of this web portal. Therefore, marketing managers of online shopping companies would appreciate these findings to reinforce and adequate the companys SWOT on the subject. Research aim and objectives The research aim of this research is to identify the different factors that drive Consumer Buying Behaviour on online shopping activities, specifically for the persons that use the web portal amazon.com. Objectives: To review the identified Consumer Buying Behaviour drivers. To review the identified Consumer Buying Behaviour drivers in online shopping. To review the identified Consumer perceived benefits from online shopping. To identify the Consumer Buying Behaviour drivers to online shopping in the case of amazon.com. To identify the Consumer perceived benefits from online shopping in the case of amazon.com. To recommend marketing strategies to address the consumer behaviour drivers and satisfy customers needs based on the findings of this research. Research questions What are the consumer behaviour drivers, identified by researchers? What are the consumer behaviour drivers to online shopping, identified by researchers?

What are the perceived benefits for customers of online shopping, identified by researchers? What are the consumer behaviour drivers to online shopping in the case of amazon.com, according to surveys? What are the benefits of online shopping for customers of amazon.com, according to surveys? What factors have influenced customers in their buying behavior to use and benefit from an online-shopping company like amazon.com? What are the marketing strategies useful to address the online shopping consumer behaviour drivers?

LITERATURE REVIEW
Conceptual Framework Consumer Psychology Cathrine Jansson-Boyd studied the aspects of Consumer Psychology that are essential to understanding consumer behaviour, and additionally draws upon marketing-related research that can aid the understanding of how consumers think and behave. She researched about the Consumer Psychology scientific methods, the key issues in memory, learning, perception, attention and identity, to establish behavioural, cognitive and social learning approaches. She also looked at how consumption is affected by emotions, often subconscious, by attitudes, mass media, which then effect consumer behaviour and decisionmaking. Then, she presented what motivates consumers to purchase products and services, and how consumers become loyal to brands. More importantly, she analyzed how consumers use internet and conduct searches on the web to make decisions online. Finally she outlined how consumption can be disadvantageous by looking at people who are highly materialistic and those who become addicted to gathering possessions. Net Benefit: Guaranteed Electronic Markets - The Ultimate Potential of on-line Trade Even though, this work was printed in 1999, it is very useful, since Rowan established all the origins and state-of-art (in that time) of electronic markets. The author introduces all aspects of the emerging potential for electronic trading technology and demonstrates how a Guaranteed Electronic Markets (GEMs) system might enact a variety of transactions. Rowan also sets up a process for businesses to adapt to a world of genuinely open electronic markets. And this work frequently refers to amazon.com. E-Business in the 21st Century : Realities, Challenges and Outlook Xu and Quaddus aimed to offer comprehensive analysis of concepts, models and infrastructures of e-business, throughout unique observations of current ebusiness practices for different organizations in different economies; and insights on the future of current leading businesses on the net and the trends of e-business. Research studies and works Consumer in Swiss Online Grocery Shops - Business Information Technology Management Alternative and Adaptive futures Pascal Sieber studied the consumers characteristics and behaviour in online grocery shopping in Switzerland. The study is developed throughout interviews with the three leading online grocery shops in Switzerland to 1037 online customers.

He found that online grocery shopping is a most welcome alternative to traditional shopping.since more consumers feel they do not have enough spare time do to the shopping. Sieber also identified four types of costumers: Regular Shoppers, Run Shoppers, Extra Customers, Fun Shoppers. Finally, the writer suggested some marketing strategies for each of them. Online Shopping Adoption within Hong KongAn Empirical Study (Hynes, 2009) Hynes and Ping researched about the internet users which have doubled in Hong Kong versus the adoption of online shopping, which has been relatively slow. They focus their study in the demographic and behavioral characteristics of such users. Among others, the majority of users are males under 45. This study is a foundation for this proposed research since it looked for the characteristics and drivers of the consumer behavior. Besides, it used an online survey as the research method. The bibliography used would enrich the proposed research, for instance: Why People Shop Online: A Lifestyle Study of the Internet Consumer (Swinyard and Smith, 2003), Factors Influencing the Types of Products and Services Purchased Over the Internet (Phau and Poon, 2000), Identifying Key Factors Affecting Consumer Purchase Behavior in An Online Shopping Context (Park and Kim, 2003), What Drives Consumers to Shop Online? (Monsuwe et al., 2004). The principal limitation of this work: not to acquire knowledge from noninternet users, would be overcome in the proposed research. Internal psychological versus external market-driven determinants of the amount of consumer information search amongst online shoppers (Rose, 2009) Rose and Samouel extend the existing understanding of the online environment and focuses upon the factors that drive the amount of Online Consumer Information Search (OCIS). They use a theoretical model to validate it amongst experienced online shoppers. This study indicates that internal reasoning motivational factors may have a greater impact upon the amount of online search than external market-driven factors such as cost. This study and its bibliography are extremely important for the proposed research to continue developing the same framework, extending to different types of products, since the Roses study is only based on electrical goods. Understanding consumer intention in online shopping: a re-specification and validation of the DeLone and McLean model Chien-Wen and Chiang-Yu have an even better and more realistic study about what motivate consumer, which is a key issue to succeed in the highly competitive e-commerce environment, because knowing such intention is key to survival in this fast-paced and hypercompetitive environment. They proposed a model that separates the use construct into intention to use and actual use. This makes it possible to test the importance of user intentions in determining their online shopping behavior. As one of the conclusion, they suggest that the consumers intention to use is quite important, and accurately predicts the usage behavior of consumers. In contrast, consumer satisfaction has a significant impact on intention to use but no direct causal relation with actual use.

The impact of product type and perceived Characteristics of the web on multifaceted online shopping behaviour Hyeun-Suk Rhee et al. study the relationship between Consumer behavior and the use of the Web for online shopping. And they establish three mayor factors that make up a users perceived characteristics of the Web (PCW) as they relate to the consumers perceptions of the value of online shopping: perceived employability, relative advantage, and riskiness. These perceptions may differ depending on the type of product or service for which the consumer is interested, as well as the specific tasks in which the consumer is engaged. They got the results throughout a large-scale Web survey, to analyze the three PCW factors, in the case of three product/service categories (cost and frequency of purchase, value proposition, and degree of differentiation) , and three types of shopping behaviors (casual product browsing, pre-purchase product information searching, and purchasing items online). As a conclusion, the study indicates that Internet users PCW significantly influences all three levels of channel adoption behavior: ; which differ across product and service types. Trust and TAM in online shopping: an integrated model Gefen, et al. study the relationship between the interaction with both the actuai e-vendor and with its IT Web site interface. They study that online purchase intentions are the product of both consumer assessments of the IT itself, specifically its perceived usefulness and ease-of-use (TAM), and trust in the evendor. The study also establishes that online trust is built through: a belief that the vendor has nothing to gain by cheating, a belief that there are safety mechanisms built into the Web site, and the easy to use it. The study was limited to survey under and post-graduates in business degree. They also comment that one method of data collection and analysis could enclose several other results, and that analysis throughout other methods may enrich the study. The determinants of consumers online shopping cart abandonment (KukarKinney, 2010) In 2009, Monika Kukar-Kinney and Angeline Close published a study concerned about the online shoppers abandonment of virtual shopping carts, an issue for online retailers as well. They could identify some of the key drivers to online cart abandonment, such as online search, consideration, evaluation, security and expectations of price reductions. Likewise, they found that many customers use online carts for entertainment or as a shopping research and organizational tool, which may induce them to buy at a later session or via another channel. They also suggest cognitive and behavioral reasons for this non-buyer behavior, for retailers, to improve purchase conversion rates and multi-channel management. For example, they suggested retailers to use the information of the products in abandon carts for future ads or sales promotions.

Summary As a major issue for researchers and companies, this work aims to identify the factors that affect Consumer-Buying behaviour, especially in the attractive ecommerce environment. Primarily, this will be achieved with the literature reviewed before and some of the established models that predict such behaviour; which will be applied to the users of amazon.com, to identify the drivers and the consumer perceived benefits. With the aim to establish some of appropriate marketing strategies for those customers, with the possibility to extent such results to the vast range of competitor of this web portal.

RESEARCH METHODOLOGY
Seeking to determine the customer intentions to buy, to predict the consumer needs and to succeed in the hypercompetitive online shopping environment, an intensive research is done to identify the drivers and benefits of online shopping, throughout the case study: amazon.com. Research methods The first state of this work is to establish the state-of-art of the analysis of online shopping customers, with which the first three objectives are covered, based on historical research. Then, main stream of this research deal with the next two principal objectives: To identify the Consumer Buying Behaviour Drivers and benefits from online shopping, in the case of amazon.com. Therefore, the research is principally focused on customers views and feeling towards the company in question. This is obviously carried through survey-based research and the analysis of this primary data, in the amazon.com case. This case study method helps to embrace all the factors involved in the online shopping trade, giving a specific, deep and focused view of this company and the basis to compare it with the large number of competitors (Cohen, 1996). Some of the limitations of this method is exactly the strength since it is so specific to a situation that it is difficult to make generalizations (Adelman et al. 1977; Borg 1981). In the other hand, there are so many competitors to the company in questions that the results can be easily adapted to them, by the concept of relatability. Data collection Convenience sampling was used to select the company. It is convenient because of the long and successful history of amazon.com, as well as the large number of users. Thus the subjects under study have not been chosen at random and representative views would be achieved in-depth and qualitative. It is convenient as well for the great number of competitors, who would be interested in such findings. Convenience sampling is also used because of easy access to research representative subjects. The case study method is supported with data collection methods: questionnaires and structured interviews, appropriate means of collecting qualitative data. Yin (2003) says that interviews are essential sources of case study information, principally because most case studies are human affairs and that interviews can provide insights into complex situations. In the case of the surveys, a web-based questionnaire will collect the individual consumer experience and interests in online-shopping. Thus, triangulation takes place in this research to map out, or explain more fully, the richness and complexity of human behaviour by studying it from more than one standpoint (Cohen 1995).

Basically, this work is quantitative in essence, where the research is based on survey techniques within social settings. Although, qualitative method are used as well to study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them (Denzin 1994) This would be from a positivism perspective to make the research as objective as possible, through testing theories, past researches and inferring from the testes sample. At the same time, a critical view must take place upon the subjective insights and environment influences that affect a customer opinion. Secondary data will also be collected to form part of the analysis, which will come from a variety of documented sources, as: Libraries, EBSCOHOST, ProQuest, e-brary, newspapers, etc. Data analysis method and findings The surveys will yield different types of consumers, product interest, consumer preferences, buying frequencies, payment issues, level of trust, customer service evaluation, etc. This information will be analyzed through a structural equation model to scale and compare and evaluate the intention scores. Finally, comparing the research literature and the primary data analysis, will give a fuller understanding of the issues surrounding what motivate costumer to online shopping. Thus, to be better place to determine the proper marketing strategies to venture on and gain market share in this strongly competitive sector. Ethical considerations: In the case of the surveys, it is very important to provide freedom to respondents to voluntary participate in the questionnaires, as well as, a high level of confidentiality and anonymity. Likewise, the author is firmly restricted to make any subjective assumptions or conclusions.

CONCLUSION
This work will establish, from the literature, a state-of-the-art of the ConsumerBuying behaviour, in the sector of online shopping, which is an increasing and highly competitive market. This research will apply some of the established models to the users of amazon.com; and identify the consumer buying behaviour drivers and the costumer perceived benefits. The last mean is to define some of the appropriate marketing strategies for those customers and their finding preferences, with the possibility to extent such results to the massive range of competitors of this company. Therefore, it will be identified the factors that have influenced customers in their buying behaviour to use and benefit from an online-shopping company like amazon.com

TIMESCALE

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