User generated value factors in e-business
LTReikšminiai žodžiai: E.komercija; E.verslas; Elektroninis verslas; Elektroninė komercija; Internetinis apsipirkimas; Pirkimas internetu; Vartotojo vertė; Vertė vartotojams; E-business; E-commerce; Online shopping; User value.
ENThe aim of this research is to acquire an overview of the factors of users’ generated value in decision-making to use e-business (shop online), and envisage future perspectives of e-business. This research reveals the factors, which stimulate online purchasing behaviour by analysing users’ generated value factors. The article provides future tendencies of e-business users based on the expert survey. The research raises a research problem which is the speed of change of the e-user behaviour in response to the lack of scientific researches that could help to understand e-user behaviour in e-business and online shopping. The framework of the research is based on the analysis of the literature, and qualitative research methods. The qualitative study was based on an interview of 9 experts (e-business developers) by asking them structured open-ended questions aiming to determine the factors, which stimulate e-consumers to shop online, based on personal experience. This helped to assess the expert opinion towards the factors affecting eusers’ decision, and their look into the future perspectives. This research examines theoretical aspects of e-commerce as a part of e-business and presents user characteristics (demographic, social) of online buying. The obtained empirical findings demonstrate that such factors as convenience, simple approach and better pricing have influence on e-business users. The performed expert survey revealed that the price of goods or services offered online is understood as a complex of consumer reviews, recommendations and experience with that product/service, while less demands are projected towards product presentation, search mechanism, delivery and payment, when users are offered a safe, fast and convenient shopping process. [From the publication]
