Influence of Perceived Benefits on Consumers' Online Purchase Behaviour

Abstract

This article describes how e-retailing has become one of the most important uses of technology relating to the internet. The activity of online shopping is considered to be one of the important features of e-retailing. The enormous advantages offered by online shopping stimulate corporate managers, marketing departments and retailers to offer their products through the websites to attract the largest number of shoppers, not only to local markets but also global markets. The change in consumer behavior along with the availability of cheaper and reliable technology for secure transactions has led to a significant growth in online sales around the world. The present article focuses on identifying the key factors influencing the consumers' perceived benefits while shopping online. The article further focuses on the influence of demographic factors on consumers' perceived benefits. The findings of the article would help e-retailers to have a better understanding and to develop strategies for making the online shopping experience more effective and trustworthy to the target consumers.

The Unified Theory of Acceptance and Use of Technology

“…Figure 3 illustrates the model of UTAUT with all its constructs (determinants) and moderating variables.Table2showsthedefinitionsoftheseconstructs. * References: (Ajzen and Fishbein 1980;Ajzen 1985Ajzen , 1991Ajzen , 2002Davis, Bagozzi, and Warshaw 1989;Davis 1986;Fishbein and Ajzen 1975;Karahanna, Straub, and Chervany 1999;Katta and Patro 2017a;Katta and Patro 2017b;Kim and Crowston 2011;Pavlou and Fygenson 2006;Rogers 1983Rogers , 2003Sheppard, Hartwick, and Warshaw 1998;Todd 1995b, 1995c;Thompson, Higgins, and Howell 1991;Triandis 1979;Venkatesh and Davis 2000;Venkatesh 2000) AccordingtoFigure3,thefourmoderatingvariablesareassumedtomoderatetheinfluenceofthe fourcoreconstructsonbehavioralintentionandusagebehavior.Theserelationscanbesummarized fromthehypothesesofVenkateshetal. ( 2003…”

Factores de riesgo y beneficio percibidos en la intención de compra de consumidores de la movilidad colaborativa

“…A pesar de que el consumidor tenga que lidiar con diferentes riesgos que dificulten sus decisiones de compra, también existen valores y creencias positivas que lo ayudan a contrarrestar estos temores. Dentro de la literatura del comportamiento, el beneficio percibido es la creencia que tiene el consumidor de que el producto o servicio llegará a satisfacer sus necesidades y deseos (Huang et al, 2020;Katta y Patro, 2017;Tanadi et al, 2015). Este es fundamental para analizar la influencia de las percepciones positivas en la satisfacción al momento de comprar (Liu et al, 2013).…”

Battling for Consumer's Positive Purchase Intention: A Comparative Study Between Two Psychological Techniques to Achieve Success and Sustainability for Digital Entrepreneurships

“…Online shopping predicts many risks, and there is always room for benefits and attractions that ultimately manipulate consumers' minds toward online shopping (Katta and Patro, 2017a). The perceived or the important benefits are related to consumer's satisfaction and happiness with online shopping and the perception of a consumer or customer is that online shopping is supposed to be easy, convenient, trustworthy, time saving, less risky (Tzeng et al, 2021), and offer more variety compared to conventional shopping.…”