Analysis of Factors Influencing the Buyer Preferences on Goods and Services: Comparing E-Commerce and Retail Stores

E-commerce is a type of businesses or individuals doing transactions through the internet, which continues to be improved to perform its tasks with more features and facilities compared to physical and brick and mortar stores. Customers is getting used to shop their wanted products in e-commerce due to convenient, practical, and useful. Specifically, during the Covid-19 pandemic, purchasing goods via e-commerce without physical contact and during lockdowns is most preferable. The research aimed at finding the crucial factors influencing the buyer preferences on goods and services by comparing e-commerce and retail stores using quantitative methods. A modified research framework was developed by considering the existing technology acceptance model and other factors related to purchasing cloths and foods. The collected response data was analyzed and modelled using structural equation model with partial least square algorithm. The modelling results showed that most assessed responses indicate a positive perception of e-commerce. The factors of buyer preference on e-commerce are mainly due to faster product searching with competitive pricing. The research results provide important information and strategies for businesses on how to sell particular products to the customers.