Answer

Factors Influencing Consumer Behavior in Online Shopping

Daroch, B., Nagrath, G., and Gupta, A. (2021). A study on factors limiting online shopping behavior of consumers. Rajagiri Management Journal, 15(1), 39-52. https://doi.org/10.1108/RAMJ-07-2020-0038

Daroch et al. (2021) explored the behavior of consumers in online shopping. The research aimed to investigate the factors limiting consumers' online shopping behavior. That was to determine problems consumers faced while shopping online. Therefore, they conducted a quantitative research using a survey method involving participants that shopped online. One hundred and fifty eight respondents participated the research study. Data regarding the participant’s socio-economic profile and their behaviors concerning internet usage, time spent on the internet, preferred shopping sites, and the factors hindering them from purchasing online were collected using a survey questionnaire. The consumers’ buying restraining factors were measured using a 5-point Likert scale ranging from strongly disagree (=1) to strongly agree (=5). Data were analyzed using SPSS. Findings from the research study indicated six limiting factors restraining the consumers from buying from online stores. The factors included bank transaction fear, shopping convenience compared to traditional shopping, shopping site reputation and services they provided, insecurity, experience, and lack of trust. The research study provides valid information regarding eCommerce future research studies on how to improve consumer behaviors in online shopping.

Kalia, P., Kaur, N., Singh, T. (2016). A review of factors affecting online buying behavior. Apeejay Journal of Management and Technology, 11(2), 58-73.

Kalia et al. conducted a review of factors determining consumers’’ buying behavior in online shopping. The research study aimed to identify factors influencing the behavior of consumers in buying things online. The conducted the review of literature in four phases. Phase I involved research studies published between 1997 and 2000. Phase II was the research studies published from 2001 and 2005. Phase III included research studies published between 2006 and 2010. Phase IV included the research studies from 2011 to 2016. Based on the findings from the review, 26 factors influencing consumers' behaviors were identified. The most prominently influencing included price, security, access, information, convenience, enjoyment, and tangibility of the goods and services. Supporting the authors, findings of the review will be helpful for businesses to understand consumers 'online buying behaviors and it helps them develop strategies for improving their buying behaviors. As such further research studies are required to explore strategies that can be used to mitigate factors limiting consumers' online buying behaviors.

Rungsrisawata, S., Joemsittiprasertb, W., & Jermsittiparsert, K. (2019). Factors determining consumer buying behavior in online shopping. International Journal of Innovation, Creativity, and Change, 8(8), 222-237.

Rungsrisawata et al. (2019) studied the factors that are determining the buying behaviors of consumers in online shopping. The purpose of the study was to find out factors that are determining the consumers' encouragement and influence their online buying behaviors. A quantitative approach was adopted for the research study. Hypotheses were developed for the study and they were statistically tested. The statistical tests performed aimed to find whether there was a relationship between consumers' buying behaviors and the influencing factors. Three hundred and fifty participants were recruited for the research study. The factors explored concerning consumers' buying behavior include consumers' psychological factors and perceived benefits from online shopping. The psychological factors include privacy, security, perceived risk, and trust. Results of the research study indicated a positive relationship between their buying behavior and privacy, security, perceived benefits, and trust, while it indicated a negative relationship with perceived risks. The research study has significant implications for eCommerce, which include online business managers and marketers for improving consumers 'online shopping experiences. Furthermore, it provided information for further researches to control factors influencing consumers' online shopping behaviors.

Usman, M. U., & Kumar, P. (2020). Factors Influencing Consumer Intention to Shop Online in Nigeria: A Conceptual Study. Vision. 2020, 1-8. https://doi.org/10.1177/0972262920926797

Usman & Kumar (2020) conducted a conceptual study on the online shopping behaviors of Nigerians and factors influencing the consumers' online shopping behavior. The research study involved investigation of the factors influencing the intention of consumers to imbibe online in Nigeria. A conceptual framework to provide better understanding of the consumers' intention to purchase goods online was developed. Secondary data were collected for the research study. A conceptual model was developed by critically reviewing relevant literature to the research study. findings from the research study indicated that the consumers’ attitudes mediate their shopping intention and their intention to continuing shopping online. Furthermore, they identified factors impacting their attitudes towards online shopping. The factors they identified include consumers’ awareness of online shopping, trust in online shopping, consumers' security and privacy, consumers' internet accessibility, perceived service quality, convenience, perceived price, and purchase intention. Based on the findings, the authors proposed a research model for comprehending the factors influencing the intentions of Nigerian consumers in online shopping. The research study provides a useful conceptual framework or research model for further research studies to understand factors impacting consumer behaviors in online shopping.

Victor, V., Thoppan, J. J., Nathan, R. J., & Maria F. F. (2018). Factors influencing consumer behavior and prospective purchase decisions in a dynamic pricing environment—an exploratory factor analysis approach. Soc. Sci., 7(153), 1-14.

Victor et al. (2018) conducted a research study to explore factors influencing the consumers’ behavior and their prospective buying decisions within a dynamic pricing environment. The research study entailed an exploratory factor analysis approach. The researchers conducted a primary survey research of consumer behavior in online shopping. They used a survey questionnaire to collect informant or data from the participants with previous experience in internet and buying things online. One hundred and seventy eight participants were included in the research study. Data items regarding the participants’ online buying behavior and factors influencing their buying behaviors were collected using the survey questionnaire. Based on the results of the research study, 7 most significantly influencing factors were identified. That includes consumer’s shopping experience, dynamic pricing awareness, buying strategy, fair price perceptions, self-protection intention, and reprisal intentions. This research study has significant implications for online businesses by providing factors that can be controlled to improve consumers’ purchasing attitude in online shopping. Furthermore, it provides information for future research regarding consumers’ purchasing factors that need to be explored to understand their buying behavior in online shopping.