PowerPoint Presentation
Customer Confusion in Online ShoppingAdhiraj | Ashesh | Bhairavi
| Inderjit | Prateek | Rakesh | VishrutGroup - 2
AGENDAE-Commerce Industry on an upturnE-commerce Modes and
EnablersDimensions and Consequences of Customer ConfusionPost
purchase satisfactionResearch objectivesResearch Problem &
VariablesResearch method, Sample Design and Data Collection
E-commerce-Industry on an upturn
E-commerce Modes and Enablers
Factors for Consumer Confusion
Conflicting reviews by past owners of productsLarge price
variations across various websitesFrequent fluctuations occur in
price of the productLarge number of alternative products
availableReported features different for the same product across
websitesShipping charges varying across websitesImages of the same
product varying across websitesDiffering return policies across
websites
Post purchase satisfaction
Post Purchase satisfaction is governed by the Quality of the
product arrivedCustomer is not satisfied if the product arrived
doesnt meet the description in the websiteCustomer is not satisfied
if the website doesnt provide decent after sales serviceCustomer is
not satisfied if he does not like the price he paid for the
product
Research Objectives and Question
Research Problem & VariablesResearch Problem:Lack of
sufficient data that deeply analyses the factors contributing to
consumer confusion in online buying and the impact of consumer
confusion on final purchase . Variables:Independent: Conflicting
reviews, Price variations across websites, Price fluctuation on a
website, Large Number of alternatives, Different
features/Specifications, Different Shipping Charges, Non-uniform
images, Conflicting return terms and conditionsDependent 1:
Purchase DecisionDependent 2: Post Purchase satisfaction
Research method and Sample DesignSample:Age: 16-45
yearsProfession: Students, Corporate Employees, Self Employed, Home
makersAll are e-commerce users
Questionnaire
Research Hypothesis-Purchase Decision
Hypothesis TestingCoefficientsStandard Errort StatP-valueLower
95%Upper 95%Lower 95.0%Upper
95.0%Intercept-0.703080.481116-1.461360.148328-1.66240.256234-1.66240.256234Conflicting
Reviews0.1885490.0823472.2896880.0250150.0243540.3527440.0243540.352744Price
Variation across
websites0.2433580.0825562.9478130.0043280.0787470.407970.0787470.40797Price
fluctuation on a
website0.1894070.0733952.5806460.011930.0430610.3357540.0430610.335754Large
variety0.0894580.0671461.332280.187029-0.044430.223344-0.044430.223344Conflicting
Terms and
Conditions0.0747550.0745951.0021410.319679-0.073980.223494-0.073980.223494Different
shipping
charges0.1271290.0721941.7609460.082553-0.016820.271079-0.016820.271079Non-uniform
images0.0737380.0691341.0665990.289766-0.064110.211588-0.064110.211588Different
features/specifications0.2257990.0692923.2586670.0017190.0876350.3639630.0876350.363963
CoefficientsStandard Errort StatP-valueLower 95%Upper 95%Lower
95.0%Upper
95.0%Intercept0.0605540.3608890.1677920.86719887-0.658370.779481-0.658370.779481Conflicting
reviews0.2162030.0817322.6452640.0099386520.0533840.3790220.0533840.379022Price
variation across
websites0.3251860.0745194.3637884.02641E-050.1767360.4736360.1767360.473636Price
fluctuation on a
website0.1853770.0741352.5005430.0145837320.0376930.3330610.0376930.333061Different
features/specifications0.2470260.0680393.6306780.0005140870.1114870.3825660.1114870.382566
Research Hypothesis-Post Purchase Satisfaction
CoefficientsStandard Errort StatP-valueLower 95%Upper 95%Lower
95.0%Upper
95.0%Intercept4.4153670.8004515.5160965.30222E-072.8193126.0114212.8193126.011421Conflicting
Reviews0.081630.1370040.595820.553189994-0.191550.354808-0.191550.354808Price
Variation across
websites-0.392360.137351-2.856650.00561195-0.66623-0.11849-0.66623-0.11849Price
fluctuation on a
website-0.006650.122111-0.054470.956717585-0.250130.236831-0.250130.236831Larrge
variety-0.018160.111714-0.162570.871319469-0.240910.204591-0.240910.204591Conflicting
Terms and
Conditions0.0576260.1241070.4643220.643837701-0.189840.305088-0.189840.305088Different
shipping
charges0.0491290.1201120.4090250.683752576-0.190370.288624-0.190370.288624Non-uniform
images-0.120340.115021-1.046280.298980377-0.349690.109001-0.349690.109001Different
features/specifications0.1953520.1152841.6945340.09454629-0.034520.425221-0.034520.425221
Hypothesis Testing
Conclusion
Referenceshttp://www.ey.com/Publication/vwLUAssets/Rebirth_of_e-Commerce_in_India/$FILE/EY_RE-BIRTH_OF_ECOMMERCE.pdfhttp://www.pwc.in/en_IN/in/assets/pdfs/publications/2015/ecommerce-in-india-accelerating-growth.pdfDimensions
and consequences of customer e-confusion in online buying
behaviour-Kurt Matzlera Sonja Bidmona Rita Faullanta Marliese
Fladnitzera Martin WaigunybSPOILED FOR CHOICE: CONSUMER CONFUSION
IN INTERNET-BASED MASS CUSTOMIZATION-Kurt Matzler*, Martin
Waiguny**, Johann Fller*** Diagnosing Consumer Confusion and
Sub-Optimal Shopping Effort: Theory and Mortgage-Market Evidence By
Susan E. Woodward and Robert E. Hall
