Consumer Behaviour in Online Shopping
Consumer Behaviour in Online Shopping
In recent years, with technological advancement and invention of internet, online shopping has become popular among consumers. As the online shopping has developed into a new medium of transaction, the numbers of cyber shoppers are increasing significantly (Hasslinger, Hodzic & Opazo 2007). The rapid increase is illustrated by the growth in the use of internet with a change in consumer behaviour (Oppenheim & Ward cited in Hasslinger, Hodzic & Opazo 2007).
According to Tombs and Seamons (2013), the definition of consumer behaviour is “the buying behaviour of final consumers which consists of individuals and households that buy goods and services for personal consumption”. The model of buyer behaviour contains 3 parts: the environment, buyer’s black box, and buyer’s responses. And there are 4 aspects of factors influencing consumer behaviour: cultural (culture, cultural group, social class); social (reference group, family, roles and status); personal (age and life cycle stage, occupation, economic situation, lifestyle, personality and self-concept); psychological (motivation, perception, learning, beliefs and attitudes).
In terms of online shopping, three main factors have been found to influence consumers purchasing behaviour. Firstly, based on personal influence, it is convenient for consumers. Generally, online shopping is available and accessible for customers all day long without having to worry about opening hours. Some companies have online customer services available 24 hours. Therefore, even after business hours, customers can seek assistance if they encounter any problems or have questions about the products. As such, customers often find shop from the website that is offering convenience can reduce their psychological costs (Prasad & Aryasri 2009). Secondly, based on social influence, Tombs and Seamon (2013) stated that reference groups can influence a person 's attitudes or behaviour. Consumers
In recent years, with technological advancement and invention of internet, online shopping has become popular among consumers. As the online shopping has developed into a new medium of transaction, the numbers of cyber shoppers are increasing significantly (Hasslinger, Hodzic & Opazo 2007). The rapid increase is illustrated by the growth in the use of internet with a change in consumer behaviour (Oppenheim & Ward cited in Hasslinger, Hodzic & Opazo 2007).
According to Tombs and Seamons (2013), the definition of consumer behaviour is “the buying behaviour of final consumers which consists of individuals and households that buy goods and services for personal consumption”. The model of buyer behaviour contains 3 parts: the environment, buyer’s black box, and buyer’s responses. And there are 4 aspects of factors influencing consumer behaviour: cultural (culture, cultural group, social class); social (reference group, family, roles and status); personal (age and life cycle stage, occupation, economic situation, lifestyle, personality and self-concept); psychological (motivation, perception, learning, beliefs and attitudes).
In terms of online shopping, three main factors have been found to influence consumers purchasing behaviour. Firstly, based on personal influence, it is convenient for consumers. Generally, online shopping is available and accessible for customers all day long without having to worry about opening hours. Some companies have online customer services available 24 hours. Therefore, even after business hours, customers can seek assistance if they encounter any problems or have questions about the products. As such, customers often find shop from the website that is offering convenience can reduce their psychological costs (Prasad & Aryasri 2009). Secondly, based on social influence, Tombs and Seamon (2013) stated that reference groups can influence a person 's attitudes or behaviour. Consumers
References: Hahn, KH & Kim, J 2009, ‘The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi-channel context’, International Journal of Retail & Distribution Management, vol. 37, no. 2, pp. 126-141. Hassling, A, Hodzic, S & Opazo, C 2007, ‘Consumer Behaviour in Online Shopping’, Thesis, Kristianstad University, Sweden. Prasad, C & Aryasri, A 2009, ‘Determinants of shopper behaviour in e-tailing: An empirical analysis’, Paradigm, vol. 13, no. 1, pp. 73-83. Tombs, A & Seamons, O 2013, Foundations of Marketing, 2nd edn, Pearson Australia, Frenchs Forest. Wasserman, T 2009, ‘Why Can 't Shopping Be Like Online Shopping?’, Brandweek, vol. 50, no. 27, pp. 26-26. West, M 2005, ‘Amazon.Com Pursues Customer Satisfaction’, Chain Store Age, pp. 1-44A.