Consumer Expectations of Emerging E-storefronts: An Empirical Study in Hong

Abstract

This paper empirically explores consumer expectations of emerging e-storefronts using the survey data collected from the consumers in Hong Kong. The results indicate that e-storefront design, product information, product comparison, security, privacy, service, and creditability are important attributes on the demand side. Geographical and other considerations explicitly appear as additional explanatory variables with regard to the operations of emerging e-storefronts. In particular, the present work elicits information on the supposition that these factors are present on the supply side. It also obtains an analytically and empirically grounded initial position to aid in evaluating and interpreting differences and changes in different market environments and consumer preferences with regard to e-commerce innovation. The questions follow as to whether business-to-consumer e-commerce would be more likely to succeed in physically larger economies and whether the concern of distance-related supply could explain the effects in this direction. Even if advertising and promotion may influence individual perceptions, such initiatives are difficult to produce high returns under the present circumstance. Therefore, it is meaningful to examine how to effectively develop and manage emerging e-storefronts.