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Saji, Siyona Saji (2025) Quantitative Assessment of Amazon’s Strategic Adaptation and Consumer Behavior in the Post-Brexit E-commerce Environment. Masters thesis, Dublin, National College of Ireland.
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Abstract
This research investigates how Amazon UK has strategically responded to the challenges of Brexit and how these adaptations have affected consumer behavior and perceptions among EU-based customers. With Brexit introducing new trade barriers, VAT regulations, and logistical disruptions, cross-border e-commerce dynamics have shifted significantly. This study focuses on three key areas: changes in EU consumers’ purchasing patterns, perceptions of Amazon’s service quality post-Brexit (particularly in delivery, pricing, and product availability), and how users evaluate Amazon’s compliance and localization strategies.
A quantitative, cross-sectional survey was conducted, targeting EU residents who have purchased from Amazon UK since 2021. A total of 112 valid responses were collected and analyzed using descriptive statistics, correlation, and regression techniques. The findings indicate that while many consumers continue to use Amazon UK, shopping frequency has decreased, and product category preferences have shifted. Respondents rated Amazon relatively well in terms of delivery reliability and communication clarity, but expressed dissatisfaction with post-Brexit pricing and product availability.
Interestingly, while satisfaction and trust in Amazon remained high, these factors were not strong predictors of future shopping intentions. This unexpected result suggests a disconnect between perceived platform performance and long-term loyalty, possibly due to increased price sensitivity or competition from EU-based platforms.
The study contributes to understanding consumer behavior in disrupted trade environments and highlights the need for continued strategic alignment in pricing, inventory localization, and user experience. It also identifies areas for further research, such as qualitative exploration of consumer sentiment and longitudinal tracking of behavioral changes. Overall, this research offers practical insights for e-commerce platforms navigating regulatory shifts and evolving consumer expectations in post-Brexit Europe.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Murray, Karen UNSPECIFIED |
| Subjects: | J Political Science > JA Political science (General) H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Electronic Commerce H Social Sciences > HD Industries. Land use. Labor > Trade Regulation |
| Divisions: | School of Business (- 2025) > Master of Science in Management |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 09 Jan 2026 15:06 |
| Last Modified: | 09 Jan 2026 15:06 |
| URI: | https://norma.ncirl.ie/id/eprint/9084 |
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