Investigating the effects of User Experience on E-commerce Websites

INVESTIGATING THE EFFECTS OF USER EXPERIENCE ON E-COMMERCE WEBSITES
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Introduction to the Discussion
The following section is a discussion of the literature review, findings and the outcome of the experience that the users have on the e-commerce website. In the previous sections, the literature review showed the aspects of the problem that are used in the problematic areas of the e-commerce websites. The main research problem in the dissertation is the investigation of the user experience in the e-commerce websites. This discussion will get more of the issues that have been found in the literature and findings with the additional sources from THE ‘SCOPUS’ and ‘Business Source Complete.’ The literature review also states the factors that influence the experiences of the users. In addition to this, the discussion will address the functionalities that are enhancing the e-commerce websites and the reasons why they have been so successful all the time. The hypothesis of this study is that the customer’s experience in the B2B has to be addressed for the better performance and better user experiences (UX) in the e-Commerce web shops. The user experiences in the B2B have not been on the same wavelength as the other user experiences. As such, focus on the customer is the first initiative to bring the (UX) to the same level as the competitors as the user experiences are mainly dealing with the big companies. The following are the research findings and what they mean.

Explanation of the Results/Discussions
Several findings have been reached in this study. The main findings are on how Business-to-Business and Business-to-Customer transactions take place. B2B is a situation where there is a single business that makes a transaction with the other business. The other findings to the similar study were done by Sharma and Lijuan (2015) which states that one way in which the transaction takes place is when the business would like to outsource the materials that are used for products such as the food manufacturer and the other products (Sharma, and Lijuan, 2015, p.468). The other scenario is when the business needs the service of the other business for them to operate. In such example, a food manufacturer may want to give the auditing role to an accountancy firm so that they can address their finances. It also works when a business sells the products that are made by the other businesses so that they can use them to produce their products.
The other finding is on the operations of B2C e-commerce. This refers to the exchange of good and services that take place through the online platforms between the customers and the internet. A similar finding by Pejić Bach (2018) states that the main initiative is due to the consumer’s preference for convenience as well as the ease that a store can be started (Pejić Bach, 2018, p 5). This has made the experience of the e-commerce become one of the fastest economically growing sectors. This finding adds that as a result of the increase of the internet use, many businesses saw it necessary to sell directly to the customers over the web (Pejić Bach, 2018, p 5). Also, from the literature review, there are more than one hundred thousand B2C e-commerces in the United States only (Pejić Bach, 2018, p 6). Online sales are predicted even to continue to grow with the existing in the market share. Also, there are reasons why the B2B customers are not enjoying the B2C experience. As a result, the UX growth is not like the B2C web shop UX. One of them is that they are mostly dealing with the original producers who put less focus on the customers. As a result, the customers do not get the emphasis and the attention that the B2C customers. There are several reasons why the B2B experience is undergoing the constant rapid growth. One of the main reasons is the simplified shopping that both the consumers and the seller are experiencing. The ease of launching it is the other reason for the faster growth of the basic online store being launched within less than two days of development. Being among the fastest growing sectors in the economy, it does not have any form of competition. The main aim is to identify the market niche that is within the competition opportunity. To develop a strong web marketing presence, all the other factors that are trending have to be considered (Hussain, and Mkpojiogu, 2016, p. 20). The customers can mostly walk down the streets to accidentally stumble on the store. However, in the B2C store, they are going to encounter what they already have an idea about what they want. The user’s experience at the online stores is some of the bets as the customers easily get the products. Being designed in a manner that is user-friendly, the B2C shops have the same interaction with the physical store through replacing the other character with the schemes and navigation layout.
Contrary to the business to customer, (B2C), the B2B often has the parties that have negotiating power that is comparable. Also, each party in the B2B involves the professional staff as well as the legal and negotiations conditions (Mangiaracina et al., 2015, p.564). B2C is mainly shaped by the economic implications that go through the information symmetries. In b2b, there are advantages that the bigger companies have over the smaller ones, including the information access. Business-to-Business companies are a massive part of the economy of the United States (Okhovati, Sharifpoor, Aazami, Zolala, and Hamzehzadeh, 2017, p.358).. The firms that have more than five hundred employees are more than 20,000 by the year 2016 (Mangiaracina, Marchet, Perotti, and Tumino, 2015, p.565). At the time, more than 75% of the businesses serve the other businesses (Okhovati et al., 2017, p.359).
On the basis of the comparison between B2B and B2C, the difference is mainly in the volume of production. The transactions in the B2B are much higher than the volume of the production in the B2C. The main reason for this is the supply chain that is involved in the transactions and purchase in the B2B. The transactions usually involve the subcomponent and the raw materials. The B2C transactions usually end with the customers, and they are the end products(Sharma, and Lijuan, 2015, p.468). An example is when an automobile makes many B2B transactions like the tire purchases (Okhovati, Sharifpoor, Aazami, Zolala, and Hamzehzadeh, 2017, p.359). The final product after purchasing the tires, wide rubbers and making the final vehicle usually go to the client through B2C transactions.
References to Previous Research
There are several alternative explanations to these findings. There are ways in which the functionality and subsequent drivers on the business areas of comparable web shop platforms such as Amazon and eBay business, allow the smaller businesses to access the customers. This happens by giving the other companies the platform to meet the other customers so that they can sell their products. In this case, the web-based platforms like Amazon and eBay communicate with the other businesses in B2B transactions (Okhovati et al., 2017, p.359). At the same time, the companies that use eBay and Amazon interact with the customers through the B2C platform. After this, they are then involved in the transactions.
The literature also adds the issues that are involved in the supply chain management. Supply chain management involves a range of activities such as plan, control and the execution of the products that require the raw material to move to the other businesses or top the other customers (Sharma, and Lijuan, 2015, p.468). In the web-based platforms, the businesses arrange how the goods will reach their customers. In the previous research that has been done by Okhovati et al. (2017), the main deduction to this is that it is done in a streamlined or the most effective way (Okhovati, Sharifpoor, Aazami, Zolala, and Hamzehzadeh, 2017, p.359). The supplier usually posts their products or services on eBay so that the customers can access them through the web platform. There are times when the people who are targeted are the fellow businesses who have to get the raw materials that they use to produce their goods. An example is when a tire company posts their products on Amazon and eBay, and they are accessed and bought by a car manufacturing company(Sharma, and Lijuan, 2015, p.468). In this case, the functionality allows the businesses to meet the other businesses so that they can have a better deal. Through this, the online platform provides an effective supply chain management platforms.
Conclusion and Deduction
In conclusion, this discussion has reviewed the explorations in the literature about the experience of the clients using e-commerce. It has examined the adoptions of E-Commerce regarding B2B and B2C E-Commerce. It has also explored the user experiences of these two business transactions through the presentations in the previous literature review chapter.
Limitations to the Study
There are several limitations to this study. One is that the study was mainly focused on the practical aspects of the user experiences with the e-commerce. This does not have any empirical backing for the findings.
The other limitation is that the study did not focus on the improvements that are currently underway and the future of the customer experience in the e-commerce.
Also, the use of statistical and quantitative analysis lacks in the study. This limits the credibility in the study.
Recommendations for Future Research
The user experience in the online shop is still an area that can be explored further in the future. The main areas of further research would be the ways that the customer experience could be improved. Apart from the user experience, the integration between B2B and B2C will be the basis for further analysis.
Hypothesis/Questions for Future Research
What are the ways in which the customer experience can be improved further in the online market?
How can the integration of B2C and B2B transactions improve the online experience of the customers?
References
Hussain, A. and Mkpojiogu, E.O., 2016, August. Usability evaluation techniques in mobile commerce applications: A systematic review. In AIP Conference Proceedings (Vol. 1761, No. 1, p. 020049). AIP Publishing.
Mangiaracina, R., Marchet, G., Perotti, S. and Tumino, A., 2015. A review of theenvironmental implications of B2C e-commerce: A logistics perspective. International Journal of Physical Distribution & Logistics Management, 45(6), pp.565-591.
Okhovati, M., Sharifpoor, E., Aazami, M., Zolala, F. and Hamzehzadeh, M., 2017. Novice and experienced users’ search performance and satisfaction with Webof Science and Scopus. Journal of Librarianship and Information Science, 49(4), pp.359-367.
Pejić Bach, M., 2018. Usage of social neuroscience in E-commerce research-currentresearch and future opportunities. Journal of Theoretical and Applied Electronic Commerce Research, 13(1), pp.i-iv.
Sharma, G. and Lijuan, W., 2015. The effects of online service quality of e-commerce Websites on user satisfaction. The Electronic Library, 33(3), pp.468-485.