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SMEs versus Amazon: Is the choice of Amazon as the benchmark e-commerce site inevitable?
[PME versus Amazon : Le choix d’Amazon comme site marchand de référence est-il une fatalité ?]

Author

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  • Dimitri Laroutis

    (CARE - Centre d'Analyse et de Recherche en Économie - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, LECOR - Laboratoire d'Economie Rurale - ESITPA - École supérieure d'ingénieurs et de techniciens pour l'agriculture, Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Philippe Boistel

    (CERM - Centre de recherche en Risk Management)

  • Max Poulain

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

Abstract

With 350 million product references, Amazon is a global e-commerce company which remains omnipresent in a wide range of sectors. We wanted to identify the factors that explain the choice of econsumers in their buying process. Why do they choose Amazon over another commercial site? How can SMEs improve their differentiation against competition from Amazon? Based on a survey conducted among 191 Internet shoppers, we were able to build a model explaining the choice of e-consumers regarding their preferences in terms of consuming online. We thus identified 14 significant variables explaining the behaviour of an e-consumer in his choice of an online commercial site, with influences ranging from -30.38% to +41.5% in the propensity of individuals to choose Amazon.

Suggested Citation

  • Dimitri Laroutis & Philippe Boistel & Max Poulain, 2024. "SMEs versus Amazon: Is the choice of Amazon as the benchmark e-commerce site inevitable? [PME versus Amazon : Le choix d’Amazon comme site marchand de référence est-il une fatalité ?]," Post-Print hal-04687303, HAL.
    • Handle: RePEc:hal:journl:hal-04687303
    DOI: 10.53102/2024.38.02.1137
    Note: View the original document on HAL open archive server: https://hal.science/hal-04687303
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    References listed on IDEAS

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    Keywords

    Digital strategy; Consumer behaviour; Amazon; Stratégie digitale; Comportement du consommateur;
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