The Influencing Factors on Consumer Intention to buy Furniture from Online Platform in Egypt - A Case Study of Homzmart.Com

This doctoral thesis examines the key factors influencing consumer intention to purchase furniture from online platforms in Egypt, with a focus on the Homzmart.com platform. The study provides a comprehensive analysis of the Egyptian furniture industry, the growth of e-commerce, and the impact of the COVID-19 pandemic on online shopping trends.

The literature review covers a wide range of factors that can influence online purchase intention, including e-service quality dimensions (e.g., product information, customer service, website design), visual merchandising (brand, color, product positioning), trust and security perceptions, and supply chain performance. The research methodology involved a quantitative survey of Egyptian consumers, with data analysis techniques such as descriptive statistics, factor analysis, regression modeling, and structural equation modeling.

Importance of Research

This study addresses a significant gap in e-commerce research within the Egyptian furniture industry. It is important for several reasons:

·         It provides insights into consumer behavior in an emerging e-commerce market for high-involvement products like furniture.

·         The findings can guide online furniture retailers in improving their services and increasing consumer trust.

·         It contributes to the broader understanding of e-commerce adoption in emerging markets.

The key findings of the study include:

·         The importance of trust-building measures, including secure payment options and transparent return policies, to address consumer concerns around financial and delivery risks

·         The significance of advanced product visualization tools, such as 3D viewers and augmented reality, to enhance the online furniture shopping experience

·         The continued preference for cash on delivery as a payment method, highlighting the need for hybrid payment structures that cater to local consumer preferences

·         The influence of brand reputation and social proof on purchase intentions, underscoring the importance of localized marketing strategies

Key Recommendations

·         Implement hybrid payment systems and gradually promote digital payment adoption.

·         Invest in advanced product visualization technologies.

·         Develop strong brand communities and leverage social proof.

·         Optimize delivery processes and provide clear customer support policies.

·         Ensure mobile optimization of e-commerce platforms.

·         Enhance website security features to build consumer trust.

The thesis provides actionable recommendations for online furniture retailers and manufacturers in Egypt, focusing on areas such as trust and security protocols, product information and visualization, delivery optimization, and website design and usability. The findings contribute to the scholarly understanding of e-commerce adoption in emerging markets and offer practical insights for the digital transformation of the Egyptian furniture industry.