EXAMINING THE ANTECEDENTS OF CONSUMER BEHAVIOUR IN E-COMMERCE
DOI:
https://doi.org/10.55955/510002Keywords:
E-commerce, Consumer behavior, Threats, Consumer Trust, Customer SatisfactionAbstract
E-commerce is the practice of buying and selling goods or services through the internet, and it can take place among various parties. This paper examines the role of e-commerce in the current world and how it affects consumer behaviour and changes in purchasing patterns. Paper depicts the change in buying habits of the consumer and how the e-commerce has been dominantly replacing the traditional market. As e-commerce has developed, it has brought about a number of benefits for consumers, but it has also brought about a number of risks, this paper outlines these risks and discusses potential strategies for reducing them. A structured questionnaire was designed to understand how the consumer behavior is to understand how customer behavior is affected by elements like trust, security, consumer satisfaction, and risks of e-commerce. Primary data was collected from 295 people varying from different age groups, annual income, profession, gender and geographical area and convenience sampling technique was used to collect the data under the span of 45 days. The data indicate that there is a positive impact of e-commerce on consumer behaviour. E-commerce websites which offer more customer satisfaction, trust, and protection against e-commerce threats were able to draw in more customers. It was discovered that this industry has not yet been able to win over elderly customers, while those under 25 are the age group that purchases online the most. People choose to purchase more goods from the websites which has less history of fraud and are less vulnerable to the risks and threats associated with e-commerce. To attract customers, e-commerce employs marketing techniques including coupons, gifts, cashbacks, discounts, a broad selection of items, and home delivery. But any error from e-commerce end will replace satisfied customer switch back to traditional market. Also, the competitors are ready for overtaking one another. Consequently, trust and customer satisfaction are major asset for E-commerce to retain customer.
References
Khan, Shazia W., Cyber Security Issues and Challenges in E-Commerce (January 6, 2019). Proceedings of 10th International Conference on Digital Strategies for Organizational Success DOI: https://doi.org/10.2139/ssrn.3323741
Yvo A. Saanen, A. Verbraeck & Henk G. Sol (1999) Snapshot of e-commerce's opportunities and threats, Electronic Markets, 9:3, 181-189 DOI: https://doi.org/10.1080/101967899359085
Vaishnavi Bhavsar, A. K. (December 2018). Study on Phishing Attacks. International Journal of Computer Applications, 27-29. DOI: https://doi.org/10.5120/ijca2018918286
Singh, J. (February 2014). Review of e-Commerce Security Challenges. International Journal of Innovative Research in Computer and Communication Engineering, 28502858.
Pennanen, Kyösti; Kaapu, Taina; and Paakki, Minna-Kristiina, "Trust, Risk, Privacy and Security in e-Commerce" (2006).
Sangeetha, M. K, P. D. (2016). The Study of E-Commerce Security Issues and solutions. International Journal of Engineering Research & Technology, 1-5
Rosemary Stockdale, C. S. (2004). Benefits and barriers of electronic marketplace participation: an SME perspective. The Journal of Enterprise Information Management Volume 17 · Number 4 · 2004·, pp. 301–311. DOI: https://doi.org/10.1108/17410390410548715
Tiwari.S, Member IACSIT, Pratibha Singh, "E-Commerce: Prospect or Threat for Environment," International Journal of Environmental Science and Development vol.
2, no. 3, pp. 211-217, 2011 DOI: https://doi.org/10.1038/sj.bdj.2011.742
Thiebaut, R. (2019),"AI Revolution: How Data can identify and shape consumer behavior in E commerce ", Sergio, B.S. and Scanlon, C.C.(Ed.), pp. 191-229 DOI: https://doi.org/10.1108/978-1-78973-233-720191012
Tripathi Satya, K. S. (2019). Security Threats and Vulnerabilities in E-business. Scrivener Publishing LLC, 51-59. DOI: https://doi.org/10.1002/9781119488330.ch3
Patel, H. B. (2020). E-commerce security, threats, defences against attacks and improving security. SSRN Electronic journal, 172-182. DOI: https://doi.org/10.2139/ssrn.3817297
Qarkaxhija, J. (2012). E-Commerce security attacks and preventive strategies, International Journal of Economics, Finance and Management Sciences. Vol. 10, No. 4, 2022, pp. 229-236
. Odukuma, E., & Musa, M. (2022). Internet Threats and Mitigation Methods in
Electronic Businesses Post Covid-19”. International Journals of Computer Applications, 1-4.
Attar, Razaz Waheeb; Shanmugam, Mohana; Hajli, Nick,” Investigating the antecedents of e-commerce satisfaction in social commerce context”, British food journal, 05 Feb 2021, Vol. ahead-of print, Issue ahead-of-print, pages 849 – 868 DOI: https://doi.org/10.1108/BFJ-08-2020-0755
Ratnasingam, Pauline,” E-commerce relationships: The impact of trust on relationship continuity”, International journal of commerce and management: IJCM, 28 Feb 2005, Vol. 15, Issue 1, pages 1 – 16 DOI: https://doi.org/10.1108/10569210580000187
McCusker, R. (2001). E-Commerce Security: The Birth of Technology, the Death of Common Sense? Journal of Financial Crime — Vol. 9 No. 1, 79-89. DOI: https://doi.org/10.1108/eb026009
Hatoon Matbouli, Q. G. (2012). to, An Overview on Web Security Threats and Impact. 2012 International Conference on Information Technology and e-Services. DOI: https://doi.org/10.1109/ICITeS.2012.6216645
Someswar Kesh Sam Ramanujan Sridhar Nerur, (2002),"A framework for analysing ecommerce security", Information Management & Computer Security, Vol. 10 Iss 4 pp. DOI: https://doi.org/10.1108/09685220210436930
149 – 158
Ratnasingham, P. (1998), "The importance of trust in electronic commerce", Internet Research, Vol. 8 No. 4, pp. 313-321. DOI: https://doi.org/10.1108/10662249810231050
Kevin F. McCrohan, (2003),"Facing the threats to electronic commerce", Journal of Business & Industrial Marketing, Vol. 18 Iss 2 pp. 133 – 145 DOI: https://doi.org/10.1108/08858620310463060
David J. Olkowski, J. (2001). Information Security Issues in E-Commerce. SANS Institute 2000 - 2002.
Alan D. Smith, (2004),"Cybercriminal impacts on online business and consumer confidence", Online Information Review, Vol. 28 Iss 3 pp. 224 - 234 (McCusker, 2001) DOI: https://doi.org/10.1108/14684520410543670
Chen, J.Q., Schmidt, M.B., Phan, D.D. and Arnett, K.P. (2008) 'E-commerce security threats: awareness, trust, and practice', Int. J. Information Systems and Change Management, Vol. 3, No. 1, pp. 16-32. DOI: https://doi.org/10.1504/IJISCM.2008.019287
Isaac, R.G., Zerbe, W.J. and Pitt, D.G. (2001), “Leadership and motivation: the effective application of expectancy theory”, Journal of Managerial Issues, Vol. 13 No. 2, pp. 212-26.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Mr. Yogesh Rawat, Ms. Sapna Kumari, Ms. Priya Gera
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
