Factors Influencing the Decision-Making of Users of Lithuanian E-Commerce Platforms

Šneiderienė, Agnė; Beniušis, Antanas

doi:10.15544/mts.2022.08

Abstract

The introduction of new technologies, digitalisation and restrictions on physical activity during the COVID-19 pandemic have encouraged the development of e-commerce. Due to constantly changing consumer needs and growing competition, organisations working in the field of e-commerce face enormous challenges. The aim of the article, analysing factors that influence the users of e-commerce platforms, is to determine what factors influence the decisions made by the users of Lithuanian e-commerce platforms. The analysis of the scientific literature helped to identify the main factors influencing the decisions made by the users of e-commerce platforms, and the results of the quantitative survey allowed to determine that the decisions made by the users of Lithuanian e-commerce platforms depend on demographic factors, i.e. age, gender, place of residence, and monthly income.

References

Agag, G. (2019). E-commerce Ethics and Its Impact on Buyer Repurchase Intentions and Loyalty: An Empirical Study of Small and Medium Egyptian Businesses // Journal of Business Ethics. No. 154: 389–410. https://doi.org/10.1007/s10551-017-3452-3.10.1007/s10551-017-3452-3
Search in Google Scholar Back to article
Al-Qeisi, K., Dennis, C., Alamanos, E., & Jayawardhena, C. (2014). Website design quality and usage behaviour: Unified Theory of Acceptance and Use of Technology // Journal of Business Research. Vol. 67, No. 11: 2282–2290. https://doi.org/10.1016/j.jbusres.2014.06.016.10.1016/j.jbusres.2014.06.016
Search in Google Scholar Back to article
Anderson, R.E., & Swaminathan, S. (2011). Customer satisfaction and loyalty in e-markets: A PLS path modeling approach // Journal of Marketing Theory and Practice. Vol. 19, No. 2: 221–234. https://doi.org/10.2753/MTP1069-667919020710.2753/MTP1069-6679190207
Search in Google Scholar Back to article
Barrera, R. B., Garcia, A. N., & Moreno, M. R. (2014). Evaluation of the e-service quality in service encounters with incidents: Differences according to the socio-demographic profile of the online consumer // Revista Europea de Dirección y Economía de la Empresa. Vol. 23, No. 4: 184–193. doi: 10.1016/j.redee.2014.09.00410.1016/j.redee.2014.09.004
Search in Google Scholar Back to article
Belvedere, V., Martinelli, E.M., & Tunisini, A. (2021). Getting the most from E-commerce in the context of omnichannel strategies // Italian Journal of Marketing. 331–349. https://doi.org/10.1007/s43039-021-00037-6.10.1007/s43039-021-00037-6
Search in Google Scholar Back to article
Carnero M. C. (2005). Selection of diagnostic techniques and instrumentation in a predictive maintenance program: A case study // Decision Support Systems. 539–555. https://doi.org/10.1016/j.dss.2003.09.003.10.1016/j.dss.2003.09.003
Search in Google Scholar Back to article
Cheba, K., Kiba-Janiak, M., Baraniecka, A., & Kołakowski, T. (2021). Impact of external factors on e-commerce market in cities and its implications on environment // Sustainable Cities and Society. No. 72. https://doi.org/10.1016/j.scs.2021.103032.10.1016/j.scs.2021.103032
Search in Google Scholar Back to article
Christodoulides, G., & Michaelidou, N. (2010). Shopping motives as antecedents of e-satisfaction and e-loyalty // Journal of Marketing Management. Vol. 27, No. 1-2: 181–197. https://doi.org/10.1080/0267257X.2010.489815.10.1080/0267257X.2010.489815
Search in Google Scholar Back to article
Cyr, D. (2008). Modeling Web Site Design Across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty // Journal of Management Information Systems. Vol. 24, No. 4: 47–72. https://doi.org/10.2753/MIS0742-1222240402.10.2753/MIS0742-1222240402
Search in Google Scholar Back to article
Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia// Journal of Electronic Commerce Research. Vol. 12, No. 1: 78–93.
Search in Google Scholar Back to article
Elboudali, A., Aoussat, A., Mantelet, F., Bethomier, J., & Leray, F. (2020). A customised virtual reality shopping experience framework based on consumer behaviour: 3DR3CO // International Journal on Interactive Design and Manufacturing. No. 14: 551–563. https://doi.org/10.1007/s12008-020-00645-0.10.1007/s12008-020-00645-0
Search in Google Scholar Back to article
Eurostat (2021). Internet purchases by individuals. Online: https://ec.europa.eu/eurostat/databrowser/view/ISOC_EC_IB20__custom_1505013/default/table?lang=en. [03 11 2021].
Search in Google Scholar Back to article
Fassnacht, M., & Koese, I., (2006). Quality of electronic services: Conceptualizing and testing a hierarchical model // Journal of Service Research. Vol. 9, No. 1: 19–37. https://doi.org/10.1177%2F1094670506289531.
Search in Google Scholar Back to article
Friedrich, T., Schlauderer, S., & Overhage, S. (2021). Some things are just better rich: how social commerce feature richness affects consumers’ buying intention via social factors // Electronic Markets. No. 31: 159–180. https://doi.org/10.1007/s12525-019-00374-7.10.1007/s12525-019-00374-7
Search in Google Scholar Back to article
Gutt, D., Neumann, J., Zimmermann, S., Kundisch, D., & Chen, J. (2019). Design of review systems – A strategic instrument to shape online reviewing behaviour and economic outcomes // Journal of Strategic Information Systems. Vol. 28, No. 2: 104–117. https://doi.org/10.1016/j.jsis.2019.01.004.10.1016/j.jsis.2019.01.004
Search in Google Scholar Back to article
Hasiloglu, M., & Kaya, O. (2021). An analysis of price, service and commission rate decisions in online sales made through E-commerce platforms // Computers & Industrial Engineering. No. 62. https://doi.org/10.1016/j.cie.2021.107688.10.1016/j.cie.2021.107688
Search in Google Scholar Back to article
Hossain, M. A., & Rahman, S. (2021) Investigating the Success of OGB in China: The Influence of Personality Traits // Information Systems Frontiers. No. 23: 543–559. https://doi.org/10.1007/s10796-019-09968-0.10.1007/s10796-019-09968-0
Search in Google Scholar Back to article
Hsu M. H., Chang, C. M., & Chuang L.W. (2015). Understanding the determinants of online repeat purchase intention and moderating role of habit: The case of online group-buying in Taiwan // International Journal of Information Management. Vol. 35, No. 1: 45–56. https://doi.org/10.1016/j.ijinfomgt.2014.09.002.10.1016/j.ijinfomgt.2014.09.002
Search in Google Scholar Back to article
Ingaldi, M., & Ulewicz, R. (2019). How to Make E-Commerce More Successful by Use of Kano’s Model to Assess Customer Satisfaction in Terms of Sustainable Development // Sustainability. No. 11. https://doi.org/10.3390/su11184830.10.3390/su11184830
Search in Google Scholar Back to article
Kim, M. J., Chung, N., & Lee C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea // Tourism Management. Vol. 32, No. 2: 256–265. https://doi.org/10.1016/j.tourman.2010.01.011.10.1016/j.tourman.2010.01.011
Search in Google Scholar Back to article
Kumar, V., & Ogunmola, G. A. (2021). E-retail factors for customer activation and retention: An empirical study from Indian e-commerce customers // Journal of Retailing and Consumer Services. No. 59. https://doi.org/10.1016/j.jretconser.2020.102399.10.1016/j.jretconser.2020.102399
Search in Google Scholar Back to article
Lee, Y., & Kozar, K. A. (2006). Investigating the effect of website quality on e-business success: an analytical hierarchy process (AHP) approach // Decision Support Systems. Vol. 42, No. 3: 1383–1401. https://doi.org/10.1016/j.dss.2005.11.005.10.1016/j.dss.2005.11.005
Search in Google Scholar Back to article
Lin, C.C., Wu, H. Y., & Chang, Y. F. (2011). The critical factors impact on online customer satisfaction // Procedia Computer Science. No. 3: 276–281. https://doi.org/10.1016/j.procs.2010.12.047.10.1016/j.procs.2010.12.047
Search in Google Scholar Back to article
Lin, X., Featherman, M., Brooks, S.L., & Hajli, N. (2019). Exploring Gender Differences in Online Consumer Purchase Decision Making: An Online Product Presentation Perspective // Information Systems Frontiers. No. 21: 1187–1201. https://doi.org/10.1007/s10796-018-9831-1.10.1007/s10796-018-9831-1
Search in Google Scholar Back to article
Leonard, L. N. K. (2012). Attitude Influencers in C2C E-Commerce: Buying and Selling // Journal of Computer Information Systems. Vol. 52, No. 3: 11–17. https://doi.org/10.1080/08874417.2012.11645554.
Search in Google Scholar Back to article
Pratesi, F., Hu, L., Rialti, R., Zollo, L., & Faraoni, M. (2021). Cultural dimensions in online purchase behaviour: Evidence from a cross-cultural study // Italian Journal of Marketing. 227–247. https://doi.org/10.1007/s43039-021-00022-z.10.1007/s43039-021-00022-z
Search in Google Scholar Back to article
Safa, N. S., & Ismail, M. A. (2013). A customer loyalty formation model in electronic commerce // Economic Modelling. No. 35: 559–54. https://doi.org/10.1016/j.econmod.2013.08.011.10.1016/j.econmod.2013.08.011
Search in Google Scholar Back to article
Satar, N. S. M., Dastane, O., & Ma’arif, M. Y. (2019). Customer Value Proposition for E-Commerce: A Case Study Approach // International Journal of Advanced Computer Science and Applications. Vol. 10, No. 2. https://doi.org/10.14569/IJACSA.2019.0100259.10.14569/IJACSA.2019.0100259
Search in Google Scholar Back to article
Tandon, A., Aakash, A. & Aggarwal, A.G. (2020). Impact of EWOM, website quality, and product satisfaction on customer satisfaction and repurchase intention: moderating role of shipping and handling // International Journal of System Assurance Engineering and Management. No. 11: 349–356. https://doi.org/10.1007/s13198-020-00954-3.10.1007/s13198-020-00954-3
Search in Google Scholar Back to article
Thorleuchter, D., & Poel, D. van den. (2012). Predicting e-commerce company success by mining the text of its publicly-accessible website // Expert Systems with Applications. Vol. 39, No. 17: 13026–13034. https://doi.org/10.1016/j.eswa.2012.05.096.10.1016/j.eswa.2012.05.096
Search in Google Scholar Back to article
Zhang, S., & Zhong, H. (2019). Mining Users Trust From E-Commerce Reviews Based on Sentiment Similarity Analysis // IEEE Access. No. 7: 13523–13535. https://doi.org/10.1109/ACCESS.2019.2893601.10.1109/ACCESS.2019.2893601
Search in Google Scholar Back to article
Zhang, J., Xu, N., & Bai, S. (2020). The optimal pricing decisions for e-tailers with different payment schemes // Electronic Commerce Research. 1–28. https://doi.org/10.1007/s10660-020-09396-2.10.1007/s10660-020-09396-2
Search in Google Scholar Back to article
Zhou, M., Huang, J., Wu, K., Huang, X., Kong, N., & Campy, K. S. (2021). Characterizing Chinese consumers’ intention to use live e-commerce shopping // Technology in Society. No. 67: 101767. https://doi.org/10.1016/j.techsoc.2021.101767.10.1016/j.techsoc.2021.101767
Search in Google Scholar Back to article

Factors Influencing the Decision-Making of Users of Lithuanian E-Commerce Platforms

Abstract

Paradigm

My account