Consumer Preference and Experience in E-Commerce Platforms: A Comparative Study of Amazon and Flipkart

This study presents a comparative analysis of consumer preferences and experiences between Amazon and Flipkart, two dominant e-commerce giants in India. This research has used mixed- method approach, through structured Google form survey data were collected from 106 respondents. Analysis included Chi-square tests for platform preference and simple linear regression to determine the predictive power of usability on satisfaction. The research is theoretically grounded in the Technology Acceptance Model (TAM). Statistical analysis revealed a significant difference in platform preference (X^2= 25.55, p< .05), with Amazon leading in innovation perception. Regression results (R^2= .388 for Amazon; R^2= .411 for Flipkart) demonstrate that platform usability is a dominant driver of consumer satisfaction. Qualitative themes further identified a growing “Sustainability gap” and concerns regarding product authenticity as emerging factors in brand loyalty. While the study is limited by a convenience sampling, the results suggest that “ease of use” remains a foundational prerequisite for platform adoption. This research adds critical depth to the e-commerce literature by linking functional usability to evolving ethical consumerism in the Indian market.

E-commerce, Customer Preference, Customer Experience, Customer Satisfaction

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