Literature Review:

E-commerce
Group 7
GAURAV KOTHARI (15P081)
ANKUR SHRIVASTAVA (15P068)
AKSHAT CHOUDHARY (15P065)
ABHISHEK NAVALE (15P062)
VIPUL GUPTA (15P118)
RAMNEEK AUJLA (15FPM105)

Citation

What induces online

loyalty? Online versus
offline brand images
Kwon et.al - 2009

Why do consumers
adopt online channel?
Kim et.al. - 2005

Adding clicks to bricks

Estela FernndezSabiote, Sergio Romn
2010

Sample
size

671

262

302

Frame of sample

College Students
(Female)

Students

Multichannel
financial services
customers who use
both the offline
(traditional) and the
online
Channel

Method used

Critical findings

Gaps

MANCOVA
ANOVA

Perceived risk of online purchase

is not significantly different b/w
positive and negative
performance conditions
Perceived risk varies significantly
with offline retail brand

Effect of online business on

overall available choices and
offline brand and offline
purchase decisions

Goodness of fit, normed

fit index, comparative fit
index

Search intention implies purchase

intention, attitude towards
offline effects attitude towards
online

Customer repeat
purchase/loyalty not
consider

Offline perceived service value

increases online perceived value
Offline value has a stronger effect
on overall loyalty than online
value
Online service complexity and
Internet adoption moderate the
influence of service value on
overall loyalty

Mono-channel customer
not considered, many
customers are still
monochannel

Random Digit Dial

telephone survey using
CATI
Questioner
Confirmatory factor
analyses: Reliability,
convergent &
discriminant validity

Cannibalization or
synergy?
Kollmann, Andreas
Kuckertz, Ina Kayser
2012

Crafting integrated
multi-channel retailing
strategies, Zhang Jie.
et al

Customer satisfaction
& loyalty in online &
offline environment
Shankar Venkatesh,
Smith. Amy k,
RangaswMy Arvind
2003

Reciprocal Effects
Between Multichannel
Retailers Offline
and Online Brand
Images
Wi-Suk Kwon, Sharron
J. Lennon - 2009

1238

NA

163 responses from

offline
customers and 1075
responses from
online customers

NA

Online/Offline
Questioner
Regression Analysis

The desire for service, rather than

risk aversion, could potentially
cannibalize customers away from
the online channel.

Customer Segmentation
not considered

Review paper

Highlights motivations for going

multichannel
Challenges in crafting
multichannel retailing strategies

How different channels

effect buying behavior

Which features have more

influence on different age
groups and income levels
on buying behavior of
customers

What makes people buy

online if they can buy the
same thing in same price
offline and vice versa

3000

Randomly
selected from the list

Questionnaires
Regression analysis

Online medium does not have

significant effect on either service
encounter or overall satisfaction
Positive effect of loyalty on
overall satisfaction is higher
online than offline

4000

Female students of
Midwestern
university, Random
sample

MANCOVA
ANOVA
Regression analysis

Prior offline brand image

influences their online beliefs
about multichannel retail brand

Summary:
All cited papers focus majorly on choice analysis of the following

Channels
Product Brand
Retailer brand

Gaps:

We feel that the impact of Value added services on the buying behavior is not studied in detail in any of the papers
These VAS may include Return policy, cashback, Chat feature, Free shipping, Customer support etc.