Factors affecting customer buying behavior in online shopping

Abstract

Globalization processes rapidly advance information and communications technologies that influence social, economic, and cultural changes and transform consumers' needs and buying behavior in online shopping. Business sector organizations operating in a dynamic environment have to adjust to the environment's uncertainty, consider the changing needs of consumers and find effective and efficient ways to create a unique value for them. However, researchers and business practitioners have different interpretations and assessments of the factors influencing end-user purchasing behavior in the internet space. Therefore, the main problem area is how to assess which approach more comprehensively reflects and conveys the online market reality related to consumer buying behavior. This study examines these issues by combining various researchers' and business practitioners' positions to assess factors influencing consumers' decision-making in online shopping. This study aims to evaluate the critical factors related to e-shop characteristics and the product features that significantly impact consumer buying behavior in online shopping. Scientific literature review showed that the most crucial e-shop characteristics are e-shop design, e-shop informativeness, e-shop convenience, e-shop security, and e-shop popularity. From product features' perspectives, scientists and business practitioners mainly focus on product design and packaging, price, brand, customer reviews, and delivery time. Research methods such as scientific literature analysis, survey (structured questionnaire), correlation, and regression analysis were used to achieve the research goal. The survey results demonstrated that Lithuanian customers prefer traditional shopping compared to online purchases. As a result, the investigation results indicate that online purchases in Lithuania are still a growing market. Depending on survey results, the most crucial e-shop characteristics affecting Lithuanian customer buying behavior in online shopping were identified as e-shop design and e-shop security. Furthermore, the most influencing product features related to customer buying behavior in online shopping were product design and packaging, product price. Correlation and regression analysis proved that significant factors are e-shop design, e-shop security, product design and packaging, product price, and customer reviews for Lithuanian buyers in online shopping.

The Eu E-Commerce Market in a Pandemic Context – Linking Demographic Factors and Territorial Convergence

“…Results of the studies regarding the link between the education indicator and the purchase intention variables, respectively the manifestation of purchase behavior in the online environment, were also disseminated in the literature (Sánchez-Torres et al, 2017;Mbah et al, 2019;Davidavičienė et al, 2021;Higueras-Castillo et al, 2023). While most studies suggest a correlation between educational level as an independent variable and various dependent variables (such as attitudes towards online shopping, intent to purchase online, and actual purchasing behavior), most indicate a directly proportional relationship.…”

Factors influencing customers' decision to buy in online stores

“…Skaržauskienė et al (2015), citing Cheah et al (2015, separated the factors influencing the decision to buy in online stores into channel characteristics (including quality services, associated risks, and trust characteristics of online shopping), seller and product characteristics (including special offers and price discounts) and consumer characteristics (including personal, social and psychological characteristics and online shopping experience). Davidavičienė et al (2021) mentioned that the most essential features of an e-store are e-store design, e-store informativeness, e-store convenience, e-store security, and e-store popularity. From the perspective of product characteristics, researchers and business practitioners focus on product design and packaging, price, branding, customer feedback, and delivery time.…”

The Power of Trust: Exploring Its Contribution to E-commerce Purchase Decisions

“…Moreover, security guarantees also influence online shopping decisions. Research conducted by Davidaviciene et al [51] indicates that security factors significantly influence purchasing decisions. However, there are divergent findings in the study conducted by Irawan [52] which suggests that security factors do not have a significant impact on online purchasing decisions among consumers in the South Tangerang region.…”