Online Shopper Behavior: Influences of Online Shopping Decision

Chayapa Katawetawaraks · Cheng Lu Wang

303 citations0/0 files storedAsian Journal of Business Research

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Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour Consumer Retail Behavior Studies

Abstract

Recent research has shown an interest in investigating consumer motivations that affect the online shopping behavior.It is yet to understand what factors influence online shopping decision process.The objective of this study is to provide an overview of online shopping decision process by comparing the offline and online decision making and identifying the factors that motivate online customers to decide or not to decide to buy online.It is found that marketing communication process differs between offline and online consumer decision.Managerial implications are developed for online stores to improve their website.

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References

2001Hedonic and utilitarian motivations for online retail shopping behavior 1999The Value of Internet Commerce to the Customer 2002Effect of store design on consumer purchases: an empirical study of on-line bookstores

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