What Makes You Click? The Factors that Influence Online Shopping Behaviour ðŸ§
Online shopping has become a popular and convenient way of buying products and services. But what factors influence the online consumer’s decision-making process? This is the question that Teena Bagga and Manas Bhatt explored in their research paper, published in the International Journal of Management Studies.
The authors conducted a survey of two hundred online shoppers from India and analyzed their responses using factor analysis and multiple regression. They identified four intrinsic factors (perceived ease of use, perceived usefulness, perceived risk, and perceived enjoyment) and four extrinsic factors (website design, website security, website quality, and website reputation) that affect online consumer buying behaviour.
The results showed that both intrinsic and extrinsic factors have a significant impact on online consumer buying behaviour, but intrinsic factors have a stronger influence than extrinsic factors. Among the intrinsic factors, perceived usefulness and perceived enjoyment were the most important predictors of online consumer buying behaviour, while among the extrinsic factors, website design and website security were the most important predictors.
The authors suggested that online marketers should focus on enhancing the intrinsic factors of online shopping, such as providing useful and enjoyable products and services, as well as improving the extrinsic factors of online shopping, such as designing attractive and secure websites. By doing so, they can increase customer satisfaction and loyalty, and boost their sales and profits.
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Cognition & Commerce. 