Consumer Emotions and Online Purchase Behaviour Among Amazon Subscribers in Lagos, Nigeria (Published)
The impact of consumer emotions and trust on online purchasing behaviour among Amazon subscribers in Lagos, Nigeria, was investigated in this seminar paper. Motivated by the increasing need to comprehend emotional drivers in e-commerce, especially in emerging nations, the study concentrated on three fundamental constructs: trust, good emotions, and negative emotions. The Theory of Planned Behaviour, Cognitive Appraisal Theory, and the Stimulus-Organism-Response (S-O-R) framework served as the foundation for the study. Targeting 461 Amazon subscribers, a descriptive survey design was used, and SPSS version 26 was used to analyse the 405 valid replies (87.9% effective response rate). The suggested theories were tested using multiple regression analysis, correlation, and descriptive statistics. The results showed that while negative emotions (β = -0.218, p < 0.001) had a substantial detrimental impact, good emotions (β = 0.296, p < 0.001) and trust (β = 0.383, p < 0.001) considerably and positively influenced online buying behaviour. When taken as a whole, these variables accounted for 54.9% of the variation in purchasing behaviour (R2 = 0.549), with trust being the most powerful predictor. In order to maximise conversion rates, e-commerce platforms should implement integrated methods that improve positive experiences, lower customer fear, and bolster trust, according to the study's conclusion that emotional involvement and trust are crucial to online purchasing decisions.
Keywords: Amazon, Consumer emotions, E-Commerce, Trust, digital consumer psychology, negative emotions, online purchase behaviour, positive emotions
CRITICAL EVALUATION OF HOW WELL PLACED AMAZON IS TO SUSTAIN ITS HISTORICAL IN ONLINE RETAILING (Published)
E-commerce has staged a stay in modern day businesses and the retail sector is not an exception. As such, competing in the 21st century market without online presence is simply unthinkable because the Internet has offered organizations an entirely new and efficient way of delivering value to customers and achieving sustainable competitive advantage (SCA). This paper therefore, is essentially a mapping exercise that critically examined how Amazon has deployed the Internet to develop a business strategy that is changing the face of retailing and driving the company towards SCA. We first identified the key factors responsible for Amazon’s current success and thereafter, presented some critical issues that the company should watch if it wants to outlast its critiques. Drawing from basic financial analysis, the resource-based view (RBV) as well as SWOT diagnosis, we argue that although Amazon generates astounding sales volume on yearly basis, the proportion of these sales that actually translates to profits is very infinitesimal because of the company’s business model and rising operational costs. Interestingly too, we found that Amazon is yet to do excellent customer profiling despite its good technologies. We argue that whilst it is too early to conclude that Amazon will hit a plateau very soon, the company’s long-term vision, business model, customer-centric philosophy, continuous product/process innovation and pool of unique employees are strategic resources that were found to be great sources of SCA. In the light of the abovementioned and coupled with the predictions that e-commerce will continue to grow, we reinforce that Amazon stands a great chance of putting the sharp-end of its business at the cutting-edge if it deploys resources more efficiently, keep its debt financing within plausible limits, reduce rising operating costs, examine working conditions in its warehouses and do better customer profiling.
Keywords: Amazon, Customer Profiling, E-Commerce, Online Retail, Operating Cost, Operation Cost, Working conditions