Year: 2026 | Month: May | Volume: 13 | Issue: 5 | Pages: 156-167
DOI: https://doi.org/10.52403/ijrr.20260512
Influence of E-Commerce Stimuli on Consumer Purchasing Behaviour: A Platform-Based Study of Amazon
Souren Koner1, Sudipta De2, Sumantra Bhattacharya3
1Assistant Professor, Xavier Business School, St. Xaviers University Kolkata, Action Area III, B, Newtown, Kolkata: 700160, West Bengal, India
2Assistant Professor, Commerce and Management, St. Xaviers University Kolkata, Action Area III, B, Newtown, Kolkata: 700160, West Bengal, India
3Assistant Professor, Commerce and Management, St. Xaviers University Kolkata, Action Area III, B, Newtown, Kolkata: 700160, West Bengal, India
Corresponding Author: Souren Koner
ABSTRACT
This paper explores how the major e-commerce stimuli can affect consumer buying behaviour in the case of Amazon. Using the existing theoretical perspectives, including the Technology Acceptance Model and consumer motivation theory, the study explores the impact of five critical variables, including product range and availability, pricing, reviews and ratings, convenience and ease, and shipping and delivery, on online buying behaviour. Measurement and structural models were both tested with the help of the Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS to guarantee reliability and construct validity. The results indicate that all the hypothesized relationships are positive and statistically significant. Shipping and delivery proved to be the most significant determinant, then pricing, product range and availability, reviews and rating, and convenience and ease. The findings indicate that efficiency in logistics, clear pricing, a variety of products, authentic user-generated content, and convenient interfaces are critical in influencing consumer judgments. The research adds to the existing body of information on digital consumer behaviour by empirically demonstrating how characteristics platform-specific to purchase intentions. In terms of management, the results imply that e-commerce companies need to focus on delivery effectiveness, competitive pricing policies, and a smooth user experience to increase customer satisfaction and loyalty. Other variables, e.g., the trust, perceived risk, and demographic moderators, can be included in future studies to expand the explanatory capacity of the model.
Keywords: e-commerce stimuli, consumer buying behaviour, Amazon.
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