Online shopper behaviour

Online shopper behaviour

1. Theoretical Background

   • Offline and Online Consumer Decision-making Process
     • Consumer purchase decisions often begin with awareness of a need, followed by data collection, alternative analyses, decision-making, and lastly, post-buy behavior.  All 5 stage are affected by external factors of risks and trusts
   • A Framework of Online Consumer Decision
     • These characteristics, which include website features, consumer abilities, and clickstream activity, contribute to distinct attitudes and behaviors toward online purchase, as well as a belief that individuals can influence their purchase environment over the internet.

2. Introduction

3. Influences of Online Shopping Decision

   • Motivations that lead consumer to buy online
     • Convinience
       • Online shopping is available for customers 24 hours a day, 7 days a week.Some customers use internet platforms to avoid dealing with salesmen face to face because they feel pressured or uncomfortable while talking with them.
     • Information
       • Buyers seldom have the opportunity to touch and feel a product when shopping online before making a decision, but they may obtain information from the company's website and benefit from other customers' product reviews
     • Available products and services
       • Consumers may find a wide range of items from across the world that are only accessible online. Customers can regularly find better payment plans and options while shopping online. They can choose the date and amount of their payment.
     • Cost and time efficient
       • Customers are commonly offered a better offer while buying online, as they may receive the same goods at a lower price. They also don't have to sit in traffic, seek for a parking place, wait in checkout lines, or shop in a crowded place.
   • Factors that Impede Consumers from online Shopping
     • Security
       • Customers may pay attention to the information provided by the seller in order to protect themselves. They were concerned that the internet business might defraud them or misappropriate their personal information, particularly their credit card information.
     • Intangibility of online product:
       • When using the Internet channel, buyers are unable to see, hear, feel, touch, smell, or sample the goods they want. Some consumers believe that the product information on the website is insufficient to make a decision.
     • Social contact
       • Many online shoppers will find it difficult to make a decision and may become dissatisfied if there is no professional support from an experienced salesman.
     • Dissatisfaction with online shopping
       • They may receive unwanted or low-quality items,  the product does not matches the description or expectations. Some internet retailers may refuse to refund certain items. Another factor that influences online shopping decisions is slow or late shipment.

4. Managerial Implication

   • Trustable and Securer website
   • User Friendly Website
   • Online Service
   • Additional option