Track: E-Business and E-Commerce

Abstract

Over the past years, e-tailing has experienced explosive growth since it represents a more economic and convenient approach to purchasing in comparison to traditional shopping. During the pandemic, staying at home and not going out to the store made online purchasing spread widely and various e-tailing platforms have been used by consumers. E-tailing fulfillment experience evaluation can provide the analysis to determine the consumer preferences and significance of e-tailing platforms toward the new normal. With a sample size of 300 respondents from various individuals that have experienced buying goods and services on an e-tailing platform answered the online questionnaire. Structural Equation Modeling (SEM) was utilized to remove the biasing effects of random and correlated measurement errors on the outcomes of the study. The data analysis results showed that consumer preferences had a significant relationship with e-tailing platforms and positively influenced the e-tailing fulfillment experience. Also, e-tailing platforms had negative effects on the e-tailing fulfillment experience. This study theoretically reveals the relationship between consumer preferences and how e-tailing platforms contribute to the overall e-tailing fulfillment experience and provides practical suggestions for e-tailers to form sustainable competitive advantage through retail mix strategy.