Digitisation in retailing: the game-changing driver of industrial transformation
by Mahwish Sindhu; Tahir Masood Qureshi; Sonia Singh; Shabir Hassan Banday
International Journal of Intellectual Property Management (IJIPM), Vol. 13, No. 1, 2023

Abstract: Digitisation is changing business patterns of different industries since the beginning of the 21st century. The purpose of the current study is to explore different retailing digitisation dimensions using MSDPs and their contribution towards customer readiness to use the platforms, customer satisfaction, economies of scale, and organisational sustainability. Following positive epistemology, this mixed-method explanatory research was conducted based on an inductive approach. Primary data was collected from 394 internal customers of Amazon, Alibaba, and eBay using a five-point Likert scale questionnaire. The analysis findings revealed that different MSDPs transformed the transaction logic and facilitated entrepreneurs to implement economies of scale for the sellers, reduce buyers' costs, and bring ease to sale and purchase for sellers and buyers. The study portrays the essence of customers changing buying behaviour and modern business mechanics in the retail industry in addition to filling the gap by testing customer readiness as an essential mediator.

Online publication date: Fri, 17-Feb-2023

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