The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues

Managing the effectiveness of e-commerce platforms in a pandemic

“…E-commerce literature has well-documented that advances in Internet technology allow firms to directly sell products to consumers through e-commerce platforms ( Fan et al, 2020 ), resulting in increased sales ( Lee et al, 2018 ). However, consumers cannot physically examine products when buying online, which leads to product uncertainty ( Song et al, 2020 ).…”

“…The rationale behind this is that consumers perceived economic well-being, a comparison of current situation to a past situation when make a purchasing decision ( Verma and Sinha, 2018 ). Some researchers consider economic benefits to be as important as product attributes when exploring online purchase intention ( Lee et al, 2018 ), while others consider it to be a driver of sustainable consumption ( Dabbous and Tarhini, 2019 ). This relationship is often based on a consumer responsibility, e.g., social, environmental, and ethical concerns ( Lim, 2017 ), or emotional responsibility ( Luchs et al, 2015 ).…”

“…The extant literature has situated the importance of e-commerce platforms that facilitate virtual interactions and include informative and insightful product information ( Chandna and Salimath, 2018 ; Li et al, 2020 ) that consumers might consider to be economic benefits ( Zhang et al, 2017 ). Such that, firms can increase sales revenue as e-commerce platforms help leverage existing consumers and attract new ones, build social groups, and ensure compatibility with legacy systems ( Lee et al, 2018 ), especially in pandemic periods ( Nielsen, 2020a , Nielsen, 2020b ). In fact, Covid-19 has disrupted and changed the business landscape as managers have been thrust into the position of operating online supplies due to the reduction of in-person contact.…”

Analisis Keputusan Membeli Berbasis Brand Awareness sebagai Impak Google Ads dan Facebook Ads (Kajian Pelanggan Lazada)

“…Hasil penelitian (Shahid et al, 2017), (Za & Tricahyadinata, 2017), ( Lee et al, 2018), (Tata et al, 2019), (Swamy et al, 2019), (Dreher et al, 2018), (Upadhyay et al, 2019), (Zia & Rao, 2019), (Rybaczewska et al, 2020) menyatakan bahwa Google Ads mempengaruhi Brand Awareness.…”

“…Hasil penelitian dari (Za & Tricahyadinata, 2017), (Dreher et al, 2018), (Pamungkas & Fanani, 2018), (Lee et al, 2018), (Tata et al, 2019), (Upadhyay et al, 2019), (Putra, 2019), (Zia & Rao, 2019), (Rybaczewska et al, 2020) menyatakan bahwa Google Ads mempengaruhi keputusan membeli. Sebaliknya, hasil penelitian dari (Ursu, 2018), (Medina et al, 2020), (Zhang, 2020) menyatakan bahwa Google Ads tidak mempengaruhi keputusan membeli.…”