SMEs versus Amazon: Is the choice of Amazon as the benchmark e-commerce site inevitable?

PME versus Amazon: Le choix d’Amazon comme site marchand de référence est-il une fatalité ?

Dimitri Laroutis (), Philippe Boistel () and Max Poulain ()
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Dimitri Laroutis: CARE - Centre d'Analyse et de Recherche en Économie - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, LECOR - Laboratoire d'Economie Rurale - ESITPA - École supérieure d'ingénieurs et de techniciens pour l'agriculture, Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Philippe Boistel: CERM - Centre de recherche en Risk Management
Max Poulain: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: With 350 million product references, Amazon is a global e-commerce company which remains omnipresent in a wide range of sectors. We wanted to identify the factors that explain the choice of econsumers in their buying process. Why do they choose Amazon over another commercial site? How can SMEs improve their differentiation against competition from Amazon? Based on a survey conducted among 191 Internet shoppers, we were able to build a model explaining the choice of e-consumers regarding their preferences in terms of consuming online. We thus identified 14 significant variables explaining the behaviour of an e-consumer in his choice of an online commercial site, with influences ranging from -30.38% to +41.5% in the propensity of individuals to choose Amazon.

Keywords: Digital strategy; Consumer behaviour; Amazon; Stratégie digitale; Comportement du consommateur (search for similar items in EconPapers)
Date: 2024-04-30
New Economics Papers: this item is included in nep-com and nep-dcm
Note: View the original document on HAL open archive server: https://hal.science/hal-04687303v1
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Published in Revue française de gestion industrielle, 2024, 38, pp.07 - 24. ⟨10.53102/2024.38.02.1137⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04687303

DOI: 10.53102/2024.38.02.1137

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