Impact of e-commerce selling cues on consumer buying behaviour across products

Abstract

The online retail industry has seen an extraordinary growth over the last few years. It is widely supported by many investors as industry still has lot of potential to expand in multiple segments. The increasing use of internet and rapid implementation of newly developed technologies have fuelled this growth further. The existence of many of global online retailers in the industry have intensified the competition. And hence retailers are trying to differentiate themselves by improving their web shopping environment from the competitors. The various cues available online induce the desired behaviour in consumer. It helps to create a positive environment for consumers and evokes their positive emotional states and inclines them to spend more time and money on their websites. We aim to study this impact of cues on consumer shopping behaviour and analyse it across different product segments. We have applied the Stimulus — Organism — Response framework to explain the consumer behaviour.