To Investigate the Impact of Internet popularization on consumer behaviors in e-commerce businesses.

1.1.Background

Before the popularization of the internet, the original consumer behavior patterns mainly focused and relied on the use of offline shops to engage in the consumer buying process. Consumers focused on the ability to access physical business organizations that provided the best deals and business bargains. (Laudon and Traver 2016). There has been a shift in this structure and consumer behavior. Consumers have increasingly engaged in different approaches to generate the required products and services. Technological growth and the advent of the internet have been significant in affecting the way consumers behave (Kakabadse, Kouzmin and Kakabadse 2017). Through internet usage, the world has experienced a change in communication and interaction structures. Consumer patterns have shifted with relations to how they perceive and interact with business organizations as the use of internet usage, and internet commerce has increased. (Kong et al. 2017). The behavioral consumer theory that supports this shift is the theory of reasoned action. It suggests that consumers consider various factors before engaging in the buying process. Adaptation of internet usage across multiple sections of the international system has been vital in creating the effect that the internet has on the behavior of the consumer.  The paper intends to establish the various ways through which the popularization on the internet affects the behavior of consumers with regards to electronic commerce.

1.2.Research problem

Following the increase in the use of the internet to facilitate increased production, there is the fact that the internet has affected consumer behavior and the way consumers interact with business organizations. While there are increased studies focused on the determination of internet popularization and usage of the internet in facilitating business transactions, very minimal research, have been directed towards the resolution of the effects that the internet has on the behavior of the consumer (Kong et al. 2017).

Primarily, most of the existing research mainly focuses on assessing the various ways through which the internet has affected the products and services. They fail to focus on how the behaviors of consumers who rely on the internet have been affected by the increased internet accessibility and ease of internet usage.

1.3.The Research aims and objectives

The research aims to determine the effects that the popularization of the internet has on e-commerce.  It focusses towards the aim of assessing the nature of the consumer involvement in the e-commerce business, through the strict assessment of consumer behavior and consumer pattern, to this note the goals of the research are focused on the and answering of the research questions which include:

• What is the impact of internet popularization of consumer behavior?
• What is the importance of the internet in the consumer buying decision?
• What is the difference between online and offline popularization of consumer products?
• What is the importance of internet popularization on consumer behaviors in e-commerce businesses?

1.4.Research rationale

The subject of internet popularization and the increased use of the internet in facilitating e-commerce undoubtedly affected consumer behavior and consumption patterns.  The conduct of the research is specifically essential in the determination of the new consumer behaviors and the subsequent consumer patterns resulting from the increased use of the internet for business and commercial purposes. Through a practical understanding and elaboration of the subject, the obtained results could be utilized by business individuals and business organizations to facilitate more positive engagement with clients. Through the research, business organizations could get the necessary insight that would further increase their productivity. Understanding consumer behavior could help businesses to determine ways of manipulating the interactions of the consumers and the internet platforms to generate results that channel the consumer behaviors in a way that increases the organizational performance and success.

1.5.Dissertation structure

Chapter 1

The first chapter of the book is the introductory chapter.  The first chapter of the book provides a significant background on the subject of internet popularization. It provides an introduction to the way consumer behavior has been affected by the internet. It gives a rationale for the study. Also, it states the research problem and the objective of the study.

Chapter 2

The second chapter of the book provides the literature review. The section provides a vivid discussion on the various frameworks and theories for the understanding of the consumers’ behavior. It then focuses on the way consumer behavior shifts with the advent of the internet. The discussions provided through the chapter attempts to determine the advantaged and disadvantages that e-commerce has presented to consumers.

Chapter 3

The third chapter presents the framework and the hypothesis of the research. Through this chapter, the research bases its discussions on other studies done in the past on related topics. Additionally, it generates insight from the second chapter to provide a more detailed analysis of the survey. Additionally, there is the formulation of a hypothesis based on the research questions in this chapter.

Chapter 4

The fourth chapter elaborates on the hypothesis used in the research. Through the study, there is an elaboration on the research philosophies, the research design, and the research approach. Additionally, through the chapter, there is a vivid elaboration of the research processes used in the study. The section further provides a vivid illustration that elaborates on the possible limitations regarding the research methods, and the selected discussions are also developed.

Chapter 5

The chapter elaborates on the findings and discussions of the study. Through the chapter, there is an elaborate statistical analysis and interpretation of the results generated from the survey. The chapter is instrumental in the provision of descriptive statistical analysis on the subject. It elaborates on the correlations and regression of the results of the study. The chapter provides the implications of the previous studies on the based on the determined results.

Chapter 6

The sixth chapter provides the conclusion of the study. Through the section, there is a summary of the main points presented in the study. It provides an overview of the main results of the study based on the analysis conducted. Also, the chapter elaborates on the possible effects of the research and determines the level of significance of the study. The chapter also provides the potential limitations of the research and recommendations for future studies.

 

 

Bibliography

Kakabadse, A.K., Kouzmin, A., and Kakabadse, N.K., 2017. Current Trends in Internet Use: E-Communication, E-Information, and E-Commerce. In Creating Futures: Leading Change Through Information Systems (pp. 147-178). Routledge.

Kong, X.T., Li, M., Yu, Y., Zhao, Z., and Huang, G.Q., 2017, August. Physical internet-enabled E-commerce logistics park platform. In 2017 13th IEEE Conference on Automation Science and Engineering (CASE) (pp. 406-411). IEEE.

Laudon, K.C., and Traver, C.G., 2016. E-commerce: business, technology, society.