Merchants Competing on E-Commerce Platforms: Influencing Factors on Buying Behavior

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Author(s): Atilla Wohllebe (MATE Hungarian University of Agriculture and Life Sciences, Hungary)
Copyright: 2022
Pages: 27
Source title: Handbook of Research on the Platform Economy and the Evolution of E-Commerce
Source Author(s)/Editor(s): Myriam Ertz (LaboNFC, University of Quebec at Chicoutimi, Canada)
DOI: 10.4018/978-1-7998-7545-1.ch009

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

The importance of marketplaces in e-commerce has increased. More and more merchants are trying to use e-commerce platforms as a distribution channel. With the increasing competition, merchants are faced with the challenge of continuing to sell their products to consumers through marketplaces at a profit. This is especially true if the consumer has already chosen a certain product and now only decides from which merchant to buy the product. This chapter therefore examines for different customer segments which merchant-related factors — also and in particular apart from the price — influence the purchase decision. After reviewing relevant literature, various factors are identified through structured interviews. An online survey is then used to simulate a total of 3,485 purchase decisions with different factor characteristics. In addition to the price, the ratings of a merchant and the delivery time are identified as central factors influencing the purchase decision.

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Merchants Competing on E-Commerce Platforms: Influencing Factors on Buying Behavior

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