The Asian developing countries is a market, highly adaptive to technological change and E-businesses have started grasping a lot of attention in these regions, however, to shape up the buyer attitude and perception, marketing teams need to focus on penetration strategy along with promoting the Information security as people are conservative about their personal information being shared on online platforms and hence, the lack of trust on sellers undermines their buying ability and urge to use the resource.
The online buying resistance is in result to a number of factors such as:
- Online scams and fraudulent
- Ownership concerns
- Virtual Commodity
- Mode of payment
Internet users in the developing countries are readily abused by the online scams and fraudulent due to the fraud companies bombarding them with information, they’re new to and don’t understand. Although awareness regarding this type of abuse is increasing in the educated class, but the ones who’re new to the system and just becoming part of the global network are still hesitant towards any market offering due to lack of trust on the online selling community and lack of transparency.
The fear of getting trapped into a scam prevents online users from taking any decision that involves online purchase and for the similar reasons people reading e-books online prefer the pirated versions of a lot of books that are easily accessible and free for consumption. They’re compelled to do so because of non affordability of eBooks.
There is yet to develop acceptance of spending on virtual commodities globally. In the scenario of eBooks, the problem of ownership of the product being purchased also falls in the same issue. The legal rights and agreements give the suppliers to erase content from a person’s library. The users can’t give their copy of eBook to anyone ahead, and the option of downloading a copy is disabled by the leading companies on their reading gadgets to ensure Copyright protection for the creator.
Not having the ownership of the commodity that is purchased and further restricted usage of the purchased product also encourages readers to switch to alternatives that give them access to keeping a copy of the product. Strict terms and conditions for protection of author’s copyright and ensuring profits are not made out of resale of the purchased eBook discourages many users from purchasing eBooks (Morris, L 2012)
The virtual commodity with no ownership demands a high amount to pay for reading books online, it is cheaper to get a print version of an online book in the developing countries and keeping it along with your collection of other books rather having to purchase online and read on some device.
Many of the eBook formats are also not supported by mobile phones, which tend to be the only common device used by the eBook readers in the developing countries, but nevertheless the buyer rate will increase through this over period of time as the reading culture itself is not very prominent apart from what’s being read through course text books.
The mode of payment for eBooks is also a problem in the developing countries as PayPal which is widely used doesn’t provide services in many developing countries. Moreover, the credit card or debit card details are not usually shared online due to lack of security and of information and spams that discourage online users from the developing countries in opening themselves to the online shopping world.
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