Online Shopping Behaviour Technology Advancement: A Great Change in Consumer Behaviour
11 Pages Posted: 17 Feb 2019
Date Written: January 6, 2019
Internet has gained status of as a dynamic commercial platform, more than a rich source of communication. It has intensified the complexities of the simple act of buying. “Google” has become the generic term for “searching information”. Traditional buying by individuals has taken the complex mixture of store, mall, television, internet, mobile- based shopping. Not only developed western-countries but even Asian countries, with poor infrastructure and low internet penetration rates, are equally adopting online buying. Online shopping refers to the recent trends of being able to buy everything from home or the process of researching and purchasing products or services over the internet. Many companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. The digital environment has a growing effect on consumer's mind and buying behaviour. In an online shopping environment, interactive decision may have an influence on aid customer decision making. Each customer is becoming more interactive, and though online reviews customers can influence other potential buyers' behaviors. One of the most research oriented area of marketing discipline is consumer behavior. There are plethoras of quantitative and qualitative studies resulting into a robust set of different theories available on buying behavior. Azjen (as cited in Kim & Park, 1991) claims that online shopping provides convenience for consumers such as time saving and search convenience if compared to the traditional way of shopping, For online shopping behavior the stages involved in online shopping can be divided into: Attitude formation, Intention, Adopting and continuation with online buying. Most important factor that influence online shopping attitude, motivation, trust, risk, demographics, websites etc. are widely researched and reported. The clear understanding of the online buying behavior can provide the opportunities for designing new capabilities and strategies that would quench online buyer’s thrust on value.
Keywords: Digital environment, Communication, Consumer, Shopping, Strategies, Trust
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