Literature Review On Online Shopping 2012

Literature Review On Online Shopping 2012-50
Consumers are able to shop any time of the day or night in the comfort of their home; especially for consumers who have little amount of free time because of extended working hours (Wolfinbarger, et, al,. For consumers that lack of mobility might be caused by their inability to reach the traditional store.

This study combines factors that other studies have done that will influence the consumer’s purchasing decision in online and offline stores for apparels.

It includes the price attractiveness, time saving, perceived risk, enjoyment and excitement, tangibility and high interactivity.

Product characteristic can be tangible or intangible; standardized or customized.

In an online context, lower tangibility of a product is caused by the lack of physical contact and assistance in the shopping process; consumer’s intention to shop on the internet will be low when there is a need to seek advice from a salesperson regarding the considered product (Monsuwe, et. Products such as car, computers, perfume, perfume or lotion has the lower potential to be purchased by the consumer because it requires more personal knowledge and experience (Elliot, et. Another factor that influences the consumer’s intention to purchase in online is the previous online shopping experiences.

Purchase Intention From the study of Pan (2007, p.5), the author cited from Engel, Blackwell and Miniard (1990), that defines purchasing intention as a psychological process of decision-making.

According to Pan (2007), “purchasing decision process” is when the relevant information is searched by the consumers that are motivated by the fulfillment of demands according to personal experience and the external environment; then after accumulating a certain amount of information, they begin to evaluate and consider; and finally after comparison and judgement, they make the decision on certain products.Consumers will continue to shop in the internet in the future is because they are satisfied with the online shopping experience and it was evaluated positively (Shim, Eastlick, Lotz and Warrington, 2001).Consumer’s perceived risk will tend to reduce when they are satisfied from the shopping experiences (Monsuwe, Delleart and Ruyter, 2004).For age factor, consumers that are aged under 25 has more potential to shop in online because of their interest in using new technologies to search for product information and compare and evaluate alternatives (Wood, 2002).For educational level, higher educated consumers are more likely to use the internet for their shopping medium because they are more computer literate (Burke, 2002).According to Monsuwe, Delleart and Ruyter (2004), there are five external factors to understand consumer’s intention to purchase in the internet which is the consumer personality, situational factors, product characteristics, previous online shopping experiences and the trust in online shopping.Consumer’s trait includes their demographic factors such as age, income, gender and educational level will lead them to have the intention to shop online.Contact us if you experience any difficulty logging in.uses cookies to personalize content, tailor ads and improve the user experience. The last factor that will influence consumer’s intention purchase in online is the trust in online shopping.According to Lee and Turban (2001), reasons that consumers choose not to shop online is because consumers lack of trust in online shopping.


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