Price Competitiveness Influences Consumer Preferences on Amazon's E-commerce Platform

Abstract

Having an understanding on consumer preferences is critical for successful business in continuously developing e-commerce environment. This study investigates the relationship between price competitiveness and customer preferences on Amazon, one of the world's leading online retail platforms. Primary data was collected from 100 Amazon customers using quantitative surveys and qualitative interviews. R programming was used to analyze the regression and identify the relationship between price competitiveness and customer preferences on Amazon. Current research outcomes exhibit that pricing in competitive aspects for the Amazon's products has robust driving forces of purchasing decisions, while non-price attributes also play a significant role. The novelty and contribution of this study lie in explaining why competing platforms' prices exert minimal influence on Amazon customers.