Faculty of Business and Design
Master of Business Administration (International)
Understanding Online Purchase of Flowers
With the current rapid development of the Internet which makes life simpler and innovative, Electronic Commerce, a by-product expansion of this new business model has received attention. In order to remain competitive, many businesses are now taking their sales through online platform and increase their adoption behaviour for e-commerce systems (Pookulangara & Koesler 2011). Hereby, in this research paper, I would like to understand online purchase of flowers and methods used in enhancing business for online florists. Thence, the objective of this to explore the reasons of purchasing flowers online and explore the factors that influence consumers’ decision when purchasing flowers. This research paper will be using theories of buying decision process to further the discussion behind the factors. In addition, the research paper uses semi- structured interviews to collect the data. The research paradigm of the paper is applying interpretivism, in order to understand the thought and perspective of the respondents. Where, the primary data is examined through thematic approach and trustability. From the findings, it is concluded with the insight of purchasing flowers online and factors that affect consumers. Where, a few important components are found which would affect online buyers. These components include reviews and reputation of seller, relationship between reviews and customer retention, perceptive price, responsiveness and attitude of the seller and credibility of online store layout.
Author: Elaine Tnay Koh Ching
Publication year: 2018
