Quantitative marketing research

Ing. Mark Ratilla, B.Sc.

Master's thesis

Abstract:

Adoption of online shopping varies depending on the culture and the shopper’s exposure to the internet. This study was conducted to: 1) determine the magnitude of online shopping adoption; 2) identify major drivers and barriers affecting online shopping adoption and dis-adoption; 3) explain the impacts of national culture; and 4) propose implications as to how e-marketers should address customers’ behavior to maximize profitability and sustain competitive advantage. Results revealed that Czechs and Slovaks used the internet shopping more intensively compared to Filipinos. Secure payment process was perceived greatly among the three nationalities to highly influence their online shopping engagement. Culture also affects online shopping behavior. Unlike Czechs and Slovaks, Filipinos express high dependence on the influence of interpersonal communication or opinion of friends/relatives including superiors’ ideas and opinions as well as purchase products based on immediate needs. In addition, the emphasis on risk and the initiative to minimize it through minding reputable product brands and avoidance to new products and innovation is less pronounced among Czech and Slovaks. All these results imply that e-retailers should devise strategies to create a more positive online shopping experience to a wide range of customers. These include accurate description of products, on time delivery, offer various payment options and have an effective dispute-resolution facility. Tapping web assurance service is also a good initiative to alleviate consumers’ trust and confidence. As opinions of superiors and the influence of external reasons matter for Filipinos, this enhances the effectiveness e-retailers’ initiative to tap social media to expose customers’ online shopping experiences and initiate word of mouth marketing. E-retailers must also perform a cost-benefit analysis for appropriate decision making. For future study, it is suggested to increase sampling size of respondents for a better generalization of results.

Keywords

Quantitative marketing research, Hofstede’s cultural dimension, online shopping, consumer behaviour, culture, Czech Republic, Slovakia, Philippines

Language used: English

Date on which the thesis was submitted / produced: 11. 5. 2016

Thesis defence

• Date of defence: 13. 6. 2016
• Supervisor: doc. Ing. Radoslav Škapa, Ph.D.
• Reader: doc. Ing. Alena Klapalová, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)