Bus353G : Ecommerce Market : Assessment Answers

Task 1: Decide on a suitable area for research and develop a detailed research question with the aim, scope, objectives and success criteria for the project.
Task 2: Explain your research question, its aim, scope, objectives and success criteria to your tutor. Justify the choice of research question. Your tutor must agree your research question before you continue.
Task 3: Develop a detailed research proposal which includes:
? research techniques to be used and why
? bibliography of material you intend to read and why
? timescales for completion of primary research, completion of literature review, draft report,
final submission.
Task 4: Carry out the research project and summarise the findings in your report, drawing conclusions and making any appropriate recommendations. Present the final report in a suitable format. 

1.0 Introduction

The Internet has been developing rapidly for the last two decades (Hennig-Thurau, Malthouse, Friege, Gensler, Lobschat, Rangaswamy & Skiera, 2010). Digital information technology has also been developed around the world. The users of the new technologies are too developed. E-commerce companies make use of web development that can lead companies to promotion and improvement. Photos of products and services over the internet provide extensive promotions. Therefore, the behavior of consumer products is diverted from the traditional way to greater confidence in purchases over the Internet. Transformation is an inevitable trend that changes the marketing strategy. With the increasing number of e-commerce companies advertising and selling their products online, it becomes integral to analyze the impact that they generate on customers (Davis & Khazanchi, 2008). The scope of this study identifies the impact that advertisement has on e-commerce on consumer behavior in the e-commerce market.  

1.1 Background of the Study

Recent studies have shown that the advertisement works extensively in the e-commerce industry. Buyers (B2C) have increased and online purchases are becoming more popular for many people. The many factors and the rapid development of online shopping add up mainly because of the advantages that the internet offers (Laudon & Traver, 2013). First, the Internet offers various amenities for consumers. As consumers do not have to go anywhere else for making their purchases. Finding information about products from the internet can help arrive at a decision easily. Websites and also helps to check between websites to get the cheapest price. In addition, the internet tool needs a clean product. And more effective than other channels to meet consumer needs. Due to several Search Engines save consumers time in accessing consumer information, consumers mainly prefer making online purchases. Advertisement information has a mix of pictures, sounds and detailed descriptions of text in it helps to learn from consumers and choose the most appropriate product (Liang & Turban, 2011). Consumer behavior is triggered with the help of advertisements as marketers designs advertisements which can influence consumer behavior to generate demands. The online advertisement has increasing impacts as more and more consumers flock online for meeting their social and personal needs.

1.2 Research Aim and Objective

The scope of the study was aimed at arriving at the aim which is to; Understand the impact of advertising on consumer behavior in the e-commerce market.

In order to attain the above-stated aim to the study, the following objectives to the study need to be met in an appropriate manner. 

• Research Objective 1: To analyze the impact of advertising on consumer behavior
• Research Objective 2:To explore consumer decision-making process in an e-commerce market
• Research Objective 3:To understand the impact of advertisement on the e-commerce market

1.3 Research Questions

In order to attain the above-stated research objectives, the following research questions need to be appropriately answered.  

• Research Question 1: What is the impact of advertising on consumer behavior?
• Research Question 2:How is the consumer decision-making process affected in an e-commerce market?
• Research Question 3:What is the impact of advertisement in the e-commerce market?

1.4 Project Scope

The scope of the project will include studying the impact of advertising on influencing consumer behavior. Then the study will go on to explore and apply such influences effectiveness in the e-commerce market (Ngai, Xiu & Chau, 2009). As marketers and advertisers analyze ways such that they can make a maximum influence on consumer behavior it becomes integral how such influences work in the e-commerce market.

Task 3

2.0 Literature Review

In order to conduct this study, it becomes integral to analyze several literary journals, books, and articles which can provide information related to consumer behavior and influences which advertisement can make in consumer behavior. In the current scope of literature analysis, several books and journals have been taken into consideration, which can reveal various concepts related to influences to the consumer through advertisements.

2.1 Advertising 

Advertising is defined as "any paid form of non-personal communication of ideas and product information in the media to create a brand image. Promotion in television and in the main press source for advertising, but in today's world, internet marketing has become another Internet is a powerful force in many promotional initiatives and efforts (Hernández, Jiménez & Martín, 2010). They absolutely need it accurately estimates of online shopping behavior "In the internet environment, consumers do not have to adapt to the expectations of others when they buy a presence on the Internet and everyone must make good decisions. Internet advertising is an important tool for marketing products and services from industrial and non-industrial organizations. Other study and ad advertisement

Dennis, Merrilees, Jayawardhena and Tiu Wright (2009) states that the total online advertising costs in the world are estimated at around $ 66.6 billion. These are companies that want to improve their online business. They are looking for accurate measurements and estimates. Strategic businesses for online retail growth need relative estimates for the growth of Internet shopping. Without a doubt, he has been seen in the Internet advertising industry. This is the view of another platform. In general, it should be noted that companies provide a significant amount of advertising on the Internet. Internet advertising statistics cover domains related to Internet advertising brands and include advertising, advertising services, PPC search engine advertising and other Internet advertising related development and statistics. According to, Internet advertising revenue increased by 38% between 2000 and 2008. Internet advertising is effective if it has the talent to produce an immediate copy of customers. Multimedia features, images, and content features are used primarily in Internet advertising.

2.2 Difference between online/offline Stores

Internet commerce is developing actively, especially in the consumer goods market industry, but there is still a big difference between traditional and Internet users stores. Hausman and Siekpe (2009) provide that there may be different reasons more importantly; the benefits are visible in both traditional and online markets. Both have certain characteristics. The traditional seller can do this, for example, it offers convenience for parking and shopping so that guests can read and read before buying, checking the quality of products and services are more direct to customers. However, traditional companies have a limited number of products and sales costs are higher than in the online store. By comparison, one can find limitations On the other hand; traditional stores are more likely than the benefits of online stores. Discounts of an online store also seem to be an advantage to traditional stores. It is a clear review of products in many e-commerce companies offers great development of technology and competitive benefit from online sales. The impact of online shopping for consumers behavior to find all the analysis frameworks they display an important part of marketing and business to meet the needs of consumers and consumers.

 2.3 Impact of the Internet on Consumer Behavior

The impact on consumer behavior often is achieved between the external and internal factors that are present. The external factors are found in the society and internal factors are usually in the opinion of consumers. Trusov, Bucklin, and Pauwels (2009) state that there are many factors that can affect Consumers' behavior. Warner said that external influences might be involved in five areas: population, social economy, technology, and public order; culture; subculture; the control group; and marketing. There are many internal effects psychological processes, including attitudes, learning, understanding, motivation, self-Picture, and Seminar. Consumers have two reasons why shopping is practical and those do not work. Practical factors are usually time; company and the needs of buyers can buy can save time Surround shopping centers such as free parking spaces, smaller commodities, and services amongst which a consumer can choose from many products. Brand identities are cultural or social values. The traditional business is just getting the customer's needs, as its behavior seems to be an attractive service provider that sells and promotes its products. Customers go there and buy products and then new products took home and used. Internet shopping and traditional shopping are much the same except for time being different for them as buying online provides comfort and interactive services. Varnali and Toker (2010) state that traditional shopping can offer customers a cheaper shopping environment and high-quality products. Both sides of shopping experiences try to improve services by learning others, such as Traditional shopping centers offer more parking spaces, more counters and close proximity the residence improves comfort. Internet shopping experiences provide virtual reality and 3D technology to improve the presentation of products. A brief description of the Consumer Decision Making Process along with the several influencing factors that impact their decision making given in the figures below.

The following sections describe the nature of Internet purchases first, an e-commerce site has been introduced to understand the essence of Internet shopping, online security, and privacy and trust are handled. Zhu and Zhang (2010) state that all general reviews and discussions about online stores are available as studying the background and helping to build the foundation of academic research. The internet offers great convenience to consumers as the main reason for getting it most researchers and analyzing customer acceptance of the e-commerce companies. On the Internet, buyers can buy online anywhere and anytime. This means that consumers can shop online and buy around the clock for seven days a week at home or in the office, which attracts time to hungry Internet buyers save time by searching products in stock. In addition, the internet offers a few good ways to save money and time. For example, consumers do not have to go out retail and no shipping costs. E-commerce offer they are more fun than traditional shopping.

Access to the Internet is largely linked to technology development and plays an important role in online shopping. Previously organizations have for decades admitted that new technologies can affect the Internet strengthen deep and huge technology as a virtual reality and 3D technology has agreed to bring a high competitive advantage. IT uses better quality on the Internet Product information that helps customers make the decision. On a wide range of Internet usage studies, Internet growth and Growth online has grown significantly over the last decade. On BMRB International (2004) and WWW 9 User Surveys (1998), publication US Internet users grew to 22.7 million, including 48.4% the adult population and about 53% of netizens reported that the purchase was one Basic use of the Internet (Cui, Lui & Guo, 2012).

3.0 Research Technique

Determination of suitable research methods is the most important research methods. At this moment one has to discuss the research methodology (Smith, 2015). More information about the goals and challenges of the studies. Positivism and interpretation are the two most important research methods that can be used in such business research. The positivism is undertaken in quantitative scientific methods, while applied research makes use of qualitative interpretation methods. The scope of the research can be given through qualitative methods. That is why one can describe the impact that advertisement has on e-commerce users in a descriptive way. The researcher collected qualitative data and interpreted the results in an interpretative way.

The research method offers many basic aspects of research (Taylor, Bogdan & DeVault, 2015). Visualization and analysis of research data can be done using qualitative or quantitative methods. Quantitative data refer to mathematical and statistical data, and qualitative data consist of subjective data. One chooses exemplary quality when analyzing descriptive data for various communication tasks. Qualitative data can be analyzed using inductive or deductive methods using the best inductive method. In general, quantitative data use a deductive method. Research has long developed a theory of generalization and linking of research goals.

The focus of the study was on secondary qualitative data (Bryman & Bell, 2015). The study ignored all primary data, which means that information from the first results lacks time and money. The study mainly collected data from secondary sources to understand the impact of advertising on consumer behavior. With the increasing of e-commerce businesses, marketers are increasingly making use of advertisement in order to enhance their marketability of products (Sekaran & Bougie, 2016). In order to collect data relative to the study, the scholar has collected several advertisement efforts that are undertaken by companies such as Amazon, eBay in order to arrive at conclusion related to the study. There are many search tools for collecting research data. The study uses secondary data collected from the results of the technology industry. The collected data are analyzed and interpreted in a descriptive way to achieve the results of the research. The study followed all ethical principles in accordance with university standards.

Task 4

4.0 Findings and Analysis 

Analysis of secondary data and connecting them to literary journals have provided various findings related to the study. As e-commerce businesses occupy a large segment of businesses undertaken in the present scenario, the impact of advertisement on adding to the various consumer influences has been depicted which includes environmental influences such as technology,  individual, social and marketers influences that makes consumers undertake decision-related to making their product choices.

Some of the findings related to the study are highlighted below;

• Findings 1-Marketers Influence: Online advertisers use e-commerce (EC) to develop a marketing strategy to create a client. Online ads also include ads containing content that contain content banner ads, multimedia ads, social networks advertising, online advertising and email marketing like spam. Online ads offer communication opportunities for growth in buying behavior and product improvement (Kassim & Asiah Abdullah, 2010). In addition, marketing of online marketing factors is such Security, integrity and consumer care is important it affects buyers' purchases. However, consumers can deal with the specialist who sells the products that cannot move or feel. Consumers are also reluctant to base their purchases solely on advertisers data because some data cannot be reliable.
• Findings 2- Benefits of Traditional v/s online marketing:Traditional marketing theory is still very important it refers to the concept of customer confidence how to enhance the high-quality product the opportunistic behavior of the seller. Therefore, the buyer identifying trust in behavior and behavior. There are many online types available advertising, which appears at the time of e-commerce shopping. First, liquid advertising is high-income Media is online advertising that does not disappear at the request of the user and be careful. The floating ads are shown in only displayed on a website, screen, or screen smaller rectangular windows. One may or may not mean flying near the button. There are many variants of its fineness and shape or size, audio, animation, and interactive parts. More Enlargements not only means expanding ads some people are using blinking hyperlinks, other advertisers. They often spend the bill for a long time. Current ad formats are designed encouraging advertisers to provide greater file formats without the estimated time of interruption of the remaining photographs. The good ad format is loaded in two steps. Second, the most important tax is the full version of the ad. It is better to close the display in which a larger file size exists. In addition, an expanding banner that tests let people often simulate the operation Messaging system. In addition, pop-up ads are ads this will appear in the new browser window. No standard for all pop-up ads. (Lowry, Vance, Moody, Beckman & Read, 2008). Pop-up windows are just one form Advertisers use online ads for web users Attention. Pop-up windows are just a part of the plugin the universe's methods for accessing online customers. That’s right a popup opens when opening a new window Current version, shows online ad or size Website in the online market. Popup window unless the window has been downloaded or uploaded the current window, so the user cannot see it until it closes more active windows. It is called Pop-Under. Pop-ice another form of online advertising is on the Internet which came from the concept of a pop-up window. Ads are usually advertisers, publishers, and for users, because they are unlikely to take care of it instantly remove the user from the publisher place. Advertisers are a great way to share the brand the product and the users get enough product information.
• Findings 3- Environmental-Technological Influence: Online advertising gives market parties new opportunities for buyers to buy. This affects the stimulus. Online databases the advertising model in the market sector is enormously beneficial for e-commerce businesses. Researchers are discovering online Ads affect comfort and cost savings. The factor can customize products and services. Link identified the success of online development a company that has a meaningful shopping experience on the mission. Attention Emotional aspect of online advertising (Kim & Park, 2013). The purchase has been taken into account. The product is or the task is done, is not enough then they represent the interests of customers in the market. The sole aim of online marketing of e-commerce businesses is their wanting to encourage the client. One's behavior and their emotional satisfaction. Purchasing Process although some revisions are directed. Common sense and purchasing power online advertising methods. Overall, this statement is relevant to consumers globally are behavioral positively contribute to online advertising requests

Online advertising is essential as a mission, rational, decision-making, orientation, and effective goals. Example of the process includes customer motivation driven by cost. Customization of benefits of Business Process in e-commerce is tremendous. The effect of the sensor on the motivation of the customer's perception Stories like happiness, fantasy, awakening, sensuality and Enjoy marketing around the world, provides attractive benefits (Kim & Lennon, 2008). On the other side, users like to shop online because they like that and do not try to achieve a complete physical goal online advertising mission. This shows the motivation of the customer. Advertising is a family characteristic for the online family. Purchasing behavior of customers, for example in a commercial approach includes perceived risk, willingness to buy and self-confidence. 1

• Findings 4-Individual /Psychological Influence: Identified the relationship between perceived risks and the behavior of customers towards innovation in society. Behavior and brand loyalty and online advertising. The implementation of the explained the behavior of the consumer. They see it as an attempt to take risks for the product of online advertising. Since then researchers said that the risks are domestic shopping is much more than the risks associated with the business. Many have discovered a competitive advantage of consumer behavior is that it is integrated with the concept of risk, as for the subjective expectation of loss. That's how one recognizes the risk. It has been claimed that many drugs, imposes as financial risk, Performance risk, psychological risk, physical risk, social risk, and temporal risk.

A willingness to buy the are inversely related to the amount of perceived risk and customer satisfaction, intention, gifts and ways to please customers. Products to increase online advertising need to understand consumer demands and needs. Of course, loyalty buyers must be physically dynamic and creates motivation. Increasing the benefits of online advertising in the market are immense. Ability to participate in the navigation and compile information without real purchase intention is present in e-commerce businesses. However, the consumer meets the quality requirements, there is an opportunity to express happiness in marketing and self-confidence. Trust was defined as the choice of the brand. It explains the purchasing behavior of consumers in an explanatory way. The confusion stems from the interests of consumers and consumers direct impact on the compression of the implementation. Online advertising in the life cycle for any e-commerce business which provides self-confidence, reduces anxiety and risk reduction marketing strategies are very critical and deliberate variable. Researchers influence online advertising. For example, it goes without saying and is contextual. Online advertising shop is balanced with the purchase and perceived risks.

• Findings 5 Social/ Consumer Motivation:Online Advertising Motivations and Consumer Purchasing Behavior seem to be connected. It is connected to the idea of ??future concentration elements such as joy, senses, aesthetics, and emotions. There has been made from the point of view of online commercial advertising to improve marketing imagination by importing customers increase cost savings and shape the product from around the world (Kim, Mattila & Baloglu, 2011). Online advertising must be done for products Customer Performance and Classification Customer Satisfaction and High Credibility. Moreover, customer behavior identifies it as objective, review the behavior of different companies and then finally makes product related choices. Consumers need to have an important supply plan his thoughts Information to help manage shopping consumed. On the other hand, consumers focus on the desire there is no meaningful mind plan How to easily get to the market or introduce ad. The concentration of customer behavior Advertising is like physical stores books means that consumers can work with or without goals. Significantly Use theory is defined because the real behavior is to encourage buyers to buy. However, it eats online advertising programs such as changes and coverage. Because of the Impact on consumer behavior objective and economic research. The organization is able to add value for Consumer Acquisition Rating Behavior, regarding how to spend money and enjoyment which affects the buyer's operations.

Conclusion and Recommendations 

It can be said that advertisement has significant amounts of effects on the mind of consumers for e-commerce businesses as well. The Internet offers many online stores around the world. Advertising for e-commerce businesses has a modest impact on customer choice, with only about half of respondents influencing the purchase decision. However, internet advertising is one of the most important to find purchasing decisions for customers if they think there is a level of interaction between them and the company buying the products. The survey also shows that Internet advertising is closely related to the purchase decision. The research also shows that Internet advertising, as an integral part of consumer behavior, contributes to most of the growth of the Internet and consumer advertising. In order to get an image of the product and a better part of the market, the advertiser should not pay attention. The beginning of each announcement should be based on diversity and reality. In this area, there is more emphasis on the character that beauty and price. In creating effective advertising, one only need to send it 3 or 4 times a day, otherwise one is bored. It is not necessary that direct information on an announcement that fashion and beauty presented in the areas of product models, shows the bare truth about the most attractive and exorbitant product. At the same time, advertisers should specify the price of the product to make it easier for consumers. The quality of advertising should be attractive and useful because it puts the consumer's head under the pretext. This is also an important reason why multiple pricing systems do not force consumers to purchase goods until quality is achieved. In addition, celebrities have a good impression, especially for fans and celebrities to the status of celebrities and celebrities are aware, it is not necessary to be aware of when one send certain publicity. Furthermore, advertising sensationalism is not always easy, but attractive. Later, a more detailed and comprehensive study allows researchers to study the factors the attitude of most newspapers can help brands and celebrities to large extent as when they are properly designed and used and want to buy consumer behavior.

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