KOREASCHOLAR

THE EFFECT OF E-COMMERCE ON CUSTOMER BEHAVIOUR

Chen Ya-Ling, Eirini Bazaki
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/325959
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Global Fashion Management Conference
2017 Global Fashion Management Conference at Vienna (2017.07)
pp.511-516
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The rapid development of the Internet changed customers‟ consumption and companies marketing strategies toward online shopping. The research focuses on e-commerce influence on consumer behaviour. The aim of this research is to find the influence of consumer behaviour on purchasing intention in online shopping environment. Semistructured interviews and online questionnaire survey were used to collect data, which were analysed using content analysis and SPSS software. Results showed that personalised e-commerce, customer satisfaction and customer loyalty influence customer-purchasing intention.

Keyword
Author
  • Chen Ya-Ling(University of Southampton, UK)
  • Eirini Bazaki(University of Southampton, UK)