Literature Review:

E-commerce

Group 7

GAURAV KOTHARI (15P081)

ANKUR SHRIVASTAVA (15P068)

AKSHAT CHOUDHARY (15P065)

ABHISHEK NAVALE (15P062)

VIPUL GUPTA (15P118)

RAMNEEK AUJLA (15FPM105)

Citation Sample

size Frame of sample Method used Critical findings Gaps

What induces online loyalty? Online versus offline brand images Kwon et.al - 2009

671 College Students

(Female) MANCOVA

ANOVA

Perceived risk of online purchase is not significantly different b/w positive and negative performance conditions

Perceived risk varies significantly with offline retail brand

Effect of online business on overall available choices and offline brand and offline purchase decisions

Why do consumers adopt online channel? Kim et.al. - 2005

262 Students Goodness of fit, normed

fit index, comparative fit index

Search intention implies purchase intention, attitude towards offline effects attitude towards online

Customer repeat purchase/loyalty not consider

Adding clicks to bricks Estela Fernndez-Sabiote, Sergio Romn 2010

302

Multichannel financial services

customers who use both the offline

(traditional) and the online

Channel

Random Digit Dial telephone survey using CATI

Questioner

Confirmatory factor analyses: Reliability, convergent & discriminant validity

Offline perceived service value increases online perceived value

Offline value has a stronger effect on overall loyalty than online value

Online service complexity and Internet adoption moderate the influence of service value on overall loyalty

Mono-channel customer not considered, many customers are still monochannel

Cannibalization or synergy? Kollmann, Andreas Kuckertz, Ina Kayser 2012

1238

163 responses from offline

customers and 1075 responses from

online customers

Online/Offline Questioner

Regression Analysis

The desire for service, rather than risk aversion, could potentially cannibalize customers away from the online channel.

Customer Segmentation not considered

Crafting integrated multi-channel retailing strategies, Zhang Jie. et al

NA NA Review paper

Highlights motivations for going multichannel

Challenges in crafting multichannel retailing strategies

How different channels effect buying behavior

Customer satisfaction & loyalty in online & offline environment Shankar Venkatesh, Smith. Amy k, RangaswMy Arvind 2003

3000 Randomly

selected from the list Questionnaires

Regression analysis

Online medium does not have significant effect on either service encounter or overall satisfaction

Positive effect of loyalty on overall satisfaction is higher online than offline

Which features have more influence on different age groups and income levels on buying behavior of customers

Reciprocal Effects Between Multichannel Retailers Offline and Online Brand Images Wi-Suk Kwon, Sharron J. Lennon - 2009

4000

Female students of Midwestern

university, Random sample

MANCOVA

ANOVA

Regression analysis

Prior offline brand image influences their online beliefs about multichannel retail brand

What makes people buy online if they can buy the same thing in same price offline and vice versa

Summary:

All cited papers focus majorly on choice analysis of the following

Channels

Product Brand

Retailer brand

Gaps:

We feel that the impact of Value added services on the buying behavior is not studied in detail in any of the papers

These VAS may include Return policy, cashback, Chat feature, Free shipping, Customer support etc.