Consumer Experience in Russian E-Commerce Market: Testing the Customer Journey Model

The internet-retailing market is rapidly developing in the recent years, with an increasing number of consumers making online purchases. Growing market competition brings about greater variety of products and brands, growing purchasing power and the possibility to switch to competitors' products in the internet. All these make the research on a consumer journey in the internet-retailing market relevant. This article presents the study of a consumer journey in the Russia's internet-retailing market. The results of the empirical research are based on the responses of 2567 consumers. To analyze the consumer journey, we use several quantitative methods: descriptive statistics, analysis of variance and Tukey's a posteriori multiple comparison test. In the course of the analysis, we describe four stages of consumer journey, as well as the main factors of loyalty formation. We identify groups of consumers that differ in their intention for future purchases and loyalty level based on the analysis of purchases' frequency. The findings may be useful for further research on a consumer journey in the Russian internet-retailing market.

Typology of practices for managing consumer returns in internet retailing

Purpose The purpose of this paper is to explore, describe and categorise practices of managing product returns empirically in internet retailing. Design/methodology/approach A multiple case study was conducted involving 12 e-commerce firms and 4 logistics service providers. An integrative data collection approach of semi-structured interviews, documentation and observations was used to gain comprehensive managerial and operational descriptions of returns management (RM) processes. Findings The findings show inconsistent RM processes, with a plethora of practices implemented and organised differently across firms. RM processes are ambiguous; their design is a result of incremental changes over time, lacking strategy and goals. There is a mismatch between how they are described and understood in the literature and how they are actually used. Practices in gatekeeping, avoidance and reverse logistics are defined and categorised. These serve as a typology of practices for managers to (re)consider, along with 15 propositions on how RM is practised. Research limitations/implications The range of RM practices and the processes reflect a lack of scholarly attention and strategic view. Research is needed to develop clear goals on how the RM process can be better aligned with business strategies. Practical implications The typology of practices is a benchmark for internet retailers in their design of efficient RM processes. Originality/value Systematic and empirical research on RM is scarce compared to forward management. The study bridges this gap as one of the first to describe RM practices in depth, define service as a key activity, and identify a mismatch between theory and practice.

Drivers of Brand Trust in Internet Retailing

This study investigates the attributes that create brand trust in internet retailing through the replication of the work of Ruparelia, White and Hughes (2010) using two different purchase categories: apparels and travel accommodation. Quantitative methodology was employed through survey method involving 180 respondents. There are ten independent variables include website security, website privacy, website brand name, word-of-mouth, website design & navigation, information, returns policy, country of origin, past experience, advertising and testimonials and one dependent variable which is brand trust. Security, privacy, word of mouth, design & navigation, and past experience were proven to have direct linear effects towards web brand trust. On the other hand, brand name, information, returns policy, country of origin and advertising & testimonials have weak relationships with web brand trust. Respondents who purchased clothing apparel were more concerned of the country of origin than respondents who purchased ticket accommodation.

In Traditional Retailing: SCM (An Optimized Hybrid Architecture)

Brick and Mortar Retailing, generally known as Traditional Retailing is facing stiff competition from a variety of sources. Not only has it to be competitive in terms of on-shelf availability of products on a wide range of products but also has to balance many factors such as optimization of inventory and warehousing, profiling for distribution centre layout and process design, inventory segmentation and partnerships, network location and order sourcing, etc. which have a direct impact on the cost to the end consumer. While many techniques such as distribution centre (DC) bypass and cross docking are widely used to decrease the lead time of delivering orders to the retailers, but its impact on cost is high. The Click and Mortar Retailing, generally known as Internet Retailing, on the other hand is able to provide a wider range of product selection compared to traditional retailing using partner DC and third party logistics (3PL) in addition to wholesaler DC and Internet Retailer DC. Using cheap modes of transportation, it leverages the cost to end consumers well. In this paper, we present a hybrid approach to traditional retailing taking important optimization cues from Internet Retailing to leverage cost favourably to the end consumer.

Confusion in internet retailing: causes and consequences

Purpose The purpose of this paper is to introduce the new construct online shopper confusion and to identify online confusion causes and consequences. Design/methodology/approach Data obtained from a projective technique and a quantitative study were analyzed to identify online shopper confusion causes. Two experiments employing different stimulus materials tested the conceptualized consequences of online shopper confusion. Findings Confusing online store elements are classified into three online confusion causes. Data yielded from two experiments using fictitious and real shopping scenarios as stimulus material show that a confusing internet retail process leads to negative consumer reactions. Research limitations/implications The resulting taxonomy of confusing online store elements offers guidance on the creation of non-confusing online shopping trips, and highlights the relevance of a non-confusing internet retail process. Online shopper confusion is linked to negative behavioral reactions. Consequently, this research offers an explanation for undesirable consumer reactions in internet retailing. Practical implications The findings provide practitioners with concrete insights into how the internet retail process confuses shoppers which help to assess the confusion potential of their existing online stores and consider confusion issues in the development of new online stores. Originality/value This research is the first to explore confusion during the internet retail process. The multi-method approach offers highly valid insights into the causes and consequences of online shopper confusion.

Drivers of Brand Trust in Internet Retailing

This study investigates the attributes that create brand trust in internet retailing through the replication of the work of Ruparelia, White and Hughes (2010) using two different purchase categories: apparels and travel accommodation. Quantitative methodology was employed through survey method involving 180 respondents. There are ten independent variables include website security, website privacy, website brand name, word-of-mouth, website design & navigation, information, returns policy, country of origin, past experience, advertising and testimonials and one dependent variable which is brand trust. Security, privacy, word of mouth, design & navigation, and past experience were proven to have direct linear effects towards web brand trust. On the other hand, brand name, information, returns policy, country of origin and advertising & testimonials have weak relationships with web brand trust. Respondents who purchased clothing apparel were more concerned of the country of origin than respondents who purchased ticket accommodation.