The Australian people believe that they would not get top quality products in the event of buying things in the online platform. The reviews pertaining to the products are not always reliable The Australian people faces a lot of fear in relation to online shopping. The cultural heritage of the Australians makes them believe that they would get negative results out of online shopping. The people in Australia have the notion that research would not be able to assure them regarding the quality of a product (Shavitt and Cho 2016, p 149). There are fraudulent sellers in Australia who involve themselves in misleading the customers so that they can increase the sales. The Australians have innate fear in relation to the factor of unprobabilities in life and this makes them go away from the aspect of online shopping. The e-commerce companies in the present age have grown a lot in the present age and this makes it difficult for these companies to conduct the quality checks on the products.
The culture of the Australians makes them more comfortable in physically experiencing a product at the time of their buying. It has been found that the popular products that are bought on Internet have price interval that makes them buy the product (Vitell et al. 2016, p. 147). It has however been seen that there exist temporal differences in between the online shoppers that poses risk for the Australians. The Australians get too many product choices in the event of shopping online that creates issue for the Australians. The Australians believes to a great extent in that of utilitarian value and they want to evaluate the products before they buy them. The utilitarian consumer behaviour makes them task-related and they believe in the practical use of the products.
The issues related to online shopping arise due to the fact that the various retail business in Australia cannot translate content pertaining to their website that throws open challenges for the Australians. The various business within Australia cannot adapt to that of local shopping habits of the people in Australia that creates challenges pertaining to online shopping within Australia. The Australians are not tech-savvy and this creates challenges for the people living within Australia (De Mooij 2018, p. 138). The use of technologies differ across that of territories and this gives rise to issues pertaining to online shopping in Australia. Digital divide in prevalent in Australia and there are around 2.6 million Australians who do not make use of the internet.
There are marketing solutions that can be implemented that can help in improving the scenario of online shopping within Australia. The customers of e-commerce should be provided with the opportunity to test the products that can make the customers feel confident when they are ordering the products online. Information in relation to various parameters of a product should be provided online that can play an important role in making the customers feel comfortable. There should be trust symbols in relation to the products and the certification from the famous industry can make the consumers believe in the authenticity of the products that are delivered via the online mode (Ng 2016, p. 89). The e-commerce firms should provide the answer to the questions within that of real time that can help in easing the anxiety of the customer.
The online retailers of Australia can make use of ‘touch and feel’ comfort that can help the customers in physically experiencing the product when they are buying the products in the online mode. They can come up with a ‘Try & Buy’ concept where the customers can get the products delivered at their home where they can try out the products. A style-audio can also be created by the online retailers that can play a role in the creation of making the shopping experience more interactive (Laukkanen 2016, p. 2433). The style-audio can help the customers in clicking the pictures by making use of web-camera where they can select product and check out how it looks on other people. There are kiosks that have been set up within the malls along with the high-footfall site that helps in giving credibility to the different on-line retailers. The e-commerce travelling companies have stores that helps it in selling the tickets along with the holidays. They also arrange exhibition that plays an important role in exhibiting the highlights of their company.
The large organisations can play an important role that can help in bridging the aspect of digital divide within Australia. The large corporates can make use of sphere of the influence for serving the purpose of mutual business benefit. There are various programs that can be run by the e-commerce companies that can help in removing the issues related to online marketing in Australia (Wang and Foosiri 2018, p. 20). The programs can be run along with that of United Nations e-trade that can help organisation in getting benefits from that of top down along with the bottom up approach. The e-commerce companies of Australia can help people in making aware about technology by taking recourse to programs that can help in providing knowledge to the people of Australia who are ignorant regarding the various facets of technology (Laudon and Traver 2016, p. 20).
There are various e-commerce websites in Australia that gives opportunity to the customers to test the products when they are bought with the help of the online medium. There are e-commerce sites like Kogan and JB Hi-Fi that provides opportunity to consumers of carrying out testing of the products when they are bought through the platform of e-commerce. There are reviews that are provided in the websites that helps the consumers in getting detailed information about the products. Detailed information is provided in the e-commerce sites of Australia regarding the specifications of the products that plays an important role in increasing the popularity of the products.
There are various online retailers called Hard To Find along with Kogan.com that are instrumental in simulating the aspect of touch along with feel that helps in providing convenience for the customers (Turban et al. 2017, p. 65). This helps them in differentiating itself from that of other online retailers that are the competitors of these companies. The aspect of virtual trail room has played an important role in increasing the conversion rate by around 25 % in relation to these products.
The retail companies in Australia are making use of the facility of “one-click purchase” that acts to the benefit of those people who are not so conversant with technology. The retail companies in Australia like The Iconic, Kogan along with Appliances Online have made use of Wi-Fi connected IOT device that helps in easily ordering the products. The consumers can link specific repurchase to that of a device that can helps in unburdening weight pertaining to purchase process when the consumers are in their home. This plays an important role in bridging the gulf that resides in between the people who are aware and unaware regarding vital aspects in relation to technology. There are devices in the e-commerce websites that helps in tracking that of item usage. The consumers can then place the order in the event of the supplies reaching low point and they can use autonomous choice that helps in enriching the consumer experience.
References
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.
Laudon, K.C. and Traver, C.G., 2016. E-commerce: business, technology, society.
Laukkanen, T., 2016. Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking. Journal of Business Research, 69(7), pp.2432-2439.
Ng, M., 2016. Factors influencing the consumer adoption of Facebook: A two-country study of youth markets. Computers in Human Behavior, 54, pp.491-500.
Shavitt, S. and Cho, H., 2016. Culture and consumer behavior: the role of horizontal and vertical cultural factors. Current opinion in psychology, 8, pp.149-154.
Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2017. Electronic commerce 2018: a managerial and social networks perspective. Springer.
Vitell, S.J., King, R.A., Howie, K., Toti, J.F., Albert, L., Hidalgo, E.R. and Yacout, O., 2016. Spirituality, moral identity, and consumer ethics: A multi-cultural study. Journal of business ethics, 139(1), pp.147-160
Wang, J. and Foosiri, P., 2018. Factors related to consumer behavior on luxury goods purchasing in China. UTCC International Journal of Business and Economics, 10(1), pp.19-36.
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