Huseynov, F., & Özkan Yıldırım, S. (2019). Online Consumer Typologies and Their Shopping Behaviors in B2C E-Commerce Platforms. SAGE Open, 9(2), 2158244019854639. Retrieved from https://journals.sagepub.com/doi/full/10.1177/2158244019854639
This literature review is based on market segmentation. The decision making process is explained in terms of the segments and the characteristics that are unique to each. It is relevant to the topic as it includes both retailers and to consumers. This brings out the importance of the marketing mix and its importance in marketing.
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Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors influencing online shopping behavior: the mediating role of purchase intention. Procedia economics and finance, 35, 401-410.
The article discusses the convenience of online shopping as one of the main reasons why it is popular. It describes a study done to determine the intention that drives purchase. The authors collected data from university students. This is relevant to the topic as it seeks to explore how motivation influences consumers shopping behaviors. The research methodology was based on Structural Equation Modeling. One of the key wealnesses is that that failed to include data from working adults.
Nguyen, D. H., de Leeuw, S., & Dullaert, W. E. (2018). Consumer behaviour and order fulfilment in online retailing: a systematic review. International Journal of Management Reviews, 20(2), 255-276. Retrieved from https://onlinelibrary.wiley.com/doi/full/10.1111/ijmr.12129
The paper reviews existing literature that examines consumer habits. The main interest is in online marketing and the effectiveness of consumer tools. It is relevant because it discusses key aspects that often affected consumer habits such as operations, marketing and order fulfillment. The authors also factor in the aspect of product return. However, the articles lacks empirical investigation.
Rahman, M. A., Islam, M. A., Esha, B. H., Sultana, N., & Chakravorty, S. (2018). Consumer buying behavior towards online shopping: An empirical study on Dhaka city, Bangladesh. Cogent Business & Management, 5(1), 1514940. Retrieved from https://www.tandfonline.com/doi/full/10.1080/23311975.2018.1514940
This article is based on a study that compares physical shopping experiences to online shopping. The study examines male and female preference in regards to social networks and marketing influence. The article is relevant as it examines the relevance of security, cost, convenience and even shopper satisfaction. Its main weakness is that it focuses on ecommerce in Bangladesh alone.
Tsai, S. P. (2017). E-loyalty driven by website quality: The case of destination marketing organization websites. Journal of Organizational Computing and Electronic Commerce, 27(3), 262-279.
This article examines customer loyalty as a result of website quality. The author uses the concept of ease of use, efficiency and overall improvement in the shopping experience. The main factors identified are functionality, aesthetic appeal, social presence, ease of navigation and entertainment. The author is a marketing and brand management professor and consultant.
