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In this paper, different factors influencing the perceived data security (PDS) of online shoppers are analyzed. For this purpose, the authors first conduct a literature review and later analyze the results of an empirical study, by applying a regression analyses. Based on the findings of this research, the paper identified the frequency of gathering information on the topic of data security and the experience of being hacked as factors with a significant negative impact on PDS. In addition, a well perceived benefit and, in special cases, an e-Commerce business’ brand can positively influence PDS of customers. In conclusion, the paper delivers insights into the perceptions of data security and delivers some suggestions on how a company could improve the PDS of their customers.
The research defines the optimization possibilities of listing content for entrepreneurs on Amazon. The research aims to provide insights into the measures to the improvement of the ranking and the user experience. This thesis examines the strategies leading to Amazon's current market position. Due to Amazon's customer-focused orientation, this strategy enables cross-market development.
The theoretical background indicates the success strategy of Amazon, driven by the Content Marketing Strategy (CMS) in which the compilation of content elements is performed in a value-added manner. Amazon's Content Marketing Strategy is an unbeaten strategy that contributes to today's customer reach. This is driving all retailers to embrace the concept of CMS and integrate it as part of their business to benefit from amazon's success and effectiveness in the future.
Based on the frameworks used, the relevance factors and the performance factors, which have a direct and indirect influence on the ranking of the products are analyzed. The result of the analysis describes how keywords, authority, conversion rate, and the Click- Through-Rate are shaping ranking components. In addition, there is a need for the right approach to Search Engine Optimization (SEO).
By optimizing the content components, the listing is received with better interest by the target audience, which leads to direct increases in traffic. Successfully implementing SEO measures result in a unique and excellent user experience, which in turn drives the need and buying behavior of the users.
The results prove the importance of such measures to enable successful and effective participation of entrepreneurs on Amazon. Thus, the entrepreneur is considered a relevant and trustworthy retailer who encourages users to buy.
Key words: e-commerce, search engine optimization, content marketing, content optimization, user experience
The continuous growth of e-commerce combined with new developments in mobile technology make it vital for sporting goods retailers to look for strategies to increase their online competitiveness. Dynamic pricing is a powerful strategy to increase revenue and at the same time ensure price competitiveness. With this in mind, the aim of this thesis is to explore revenue maximization in e-commerce sporting goods retail through dynamic pricing of product inventories. To do so, a multi-method approach was performed using three parts, namely a literature review on e-commerce sporting goods retail and various dynamic pricing strategies, an analysis of empirical sales data, and an interview segment amongst experts from e-commerce sporting goods retail.
The research in this thesis has produced two key findings. In theory, inventory and demand-based dynamic pricing is the optimal choice for revenue maximization of product inventories in e-commerce sporting goods retail. In practice, inventory and demand-based dynamic pricing can only be used for revenue maximization of clearance inventories. The reason for this is because the multichannel pricing strategies used by sporting goods retailers prohibit inventory and demand-based pricing of all product inventories in e-commerce.
Future research should seek to combine multichannel pricing strategies with dynamic pricing, and doing so would enable e-commerce sporting goods retailers to exploit the full potential of revenue maximization through dynamic pricing of product inventories.