| Abstract: |
This research investigates digital consumer behavior in e-commerce through a
comparative case study of Amazon and Temu's customer purchase decision-making
processes in the UK and USA. As e-commerce continues to revolutionize retail
landscapes, understanding the nuances of consumer behavior within digital
environments is critical for businesses aiming to optimize marketing
strategies and enhance user experiences. This study aims to shed light on how
distinct elements such as consumer demographics, perceived value, and user
experience influence purchasing decisions on these two platforms. The study
utilizes a quantitative approach to gather insights from consumers who
actively shop on Amazon and Temu. The survey captures demographic information
and purchasing habits, while interviews provide deeper narratives about
decision-making motivations and experiences. Key factors being explored
include product variety, pricing strategies, brand loyalty, the impact of
online reviews, and the role of personalization in the shopping experience.
Preliminary findings suggest distinct consumer behavior patterns between the
two platforms. Amazon functionalities such as advanced algorithms, extensive
product offerings, and established brand trust appear to significantly
influence customer loyalty and repeat purchases. Conversely, Temu's focus on
low prices, foreign product access, and aggressive promotional strategies
resonate particularly with cost-conscious shoppers, especially those in
younger demographics keen on exploring new trends. These factors significantly
alter how consumers engage with the brands and impact their overall
satisfaction and likelihood of future purchases. This research also explores
the geographic nuances of consumer behavior, highlighting how cultural
differences between the UK and USA shape online shopping preferences and
behaviors. The findings indicate that while both markets exhibit a reliance on
price competitiveness, UK consumers may prioritize product quality and
sustainability over sheer cost, whereas USA consumers display a greater
inclination toward convenience and extensive product variety. The outcomes of
this study have substantial implications for e-commerce businesses, suggesting
tailored marketing strategies that consider the distinctive attributes of each
platform and regional consumer preferences. By deepening the understanding of
digital consumer behavior, this research contributes to existing literature on
e-commerce and provides practical insights for enhancing customer engagement
and satisfaction in an increasingly competitive digital marketplace. |
| Keywords: |
Digital consumer behavior, Digital marketing strategies, E-commerce trends, Customer Purchase Decision, Digital marketing, Online shopping, Online Buying Behavior, Brand Loyalty, Understanding consumer psychology |