[Is the internet a better tool for consumer purchasing compared to in-store purchasing? The case of Amazon vs. Waterstones]

by

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

Table of Contents

ABSTRACT2

CHAPTER 1: INTRODUCTION3

Background3

Problem Statement4

Aims and Objectives4

Purpose of the Study4

Significance of the Study5

CHAPTER 2: LITERATURE REVIEW9

Sales of textbooks more than $6.8 billion14

More viable platform14

Social factors influencing decision to purchase textbooks online15

Traditional motivations for shopping online16

Information as product25

The essence of products28

CHAPTER 3: METHODOLOGY32

The sample32

The measurement32

Respondents asked about purchasing textbooks online33

Peer and professor support34

Hypothesis35

CHAPTER 4: RESULTS AND DISCUSSION36

Results36

Significant influence36

Effect of social influence37

Clear positive trend was found38

Needs will be met38

Discussion39

Strong correlation40

Strong enough to show a trend40

Social influence of professors significant41

CHAPTER 5: CONCLUSION43

Summary43

Implications for Future Research44

Conclusion46

REFERENCES47

APPENDIX50

Abstract

This dissertation is based on the topic of “Is the internet a better tool for consumer purchasing compared to in-store purchasing? The case of Amazon vs. Waterstones ” The first chapter provides an introduction to the topic including the purpose and significance of the study. The second chapter presents a review of relevant literature, highlighting the previous research carried out in this field. The third chapter covers the methodology for this study, followed by the analysis of findings and discussion in the fourth chapter. The fifth chapter concludes the dissertation, providing implications and useful recommendations for further research.

\

Is the internet a better tool for consumer purchasing compared to in-store purchasing? The case of Amazon as compared to Waterstones

Chapter 1: Introduction

 

Background

Marketing on internet has out-weighted the accustomed set about to apply customers. And this is factual for each and every business. E-commerce has taken a toll on publication declaring industry.

The e.commerce marketplace brags little, if any, protection opposing to competitors seeking to imitate notions, world very broad world broad web slips, or marketing approaches. In such a marketplace, does it yield off to be first to market or should e.commerce companies hold up for first movers to make an buying into and then cannibalise the notion with lesser submission cost? Put distinctly, are first movers advantages in e.commerce, where obstacles to submission and imitation are decreased, maintainable? And what constituents work out this maintainability? So far, pieces in well admired bulletins about first mover advantages in e.commerce are based on anecdotal signs and in most positions are garbled to aid a economic end.

(Deck, 1999, 62) documented that “We are now often notified that in the Internet's new investments market, dominance pertains to those with first mover advantages. But, of course, the individuals telling us this are mostly first movers, individuals whose surreal supply market capitalisation enumerate on it … Yahoo, Amazon as in evaluation to Waterstones.com, and eBay, amidst other ones, are ...