Received:
2023-08-15 | Accepted:
2023-11-14 | Published:
2023-12-30
Title
Factors influencing customers' decision to buy in online stores
Abstract
This article explores the factors influencing customers' decision to buy in online stores. The literature analysis showed that previous studies related to the factors influencing the decision of customers to buy in online stores focused on risk perception, online shopping features, price, convenience, online customer loyalty programs and online accessibility. Qualitative research – in-depth interviews were used by incorporating participants from a broad spectrum of online shopping categories (universal shop, food and beverage, clothing, consumer electronics, personal care and beauty, digital services). The research questions were related to the purpose of the research. The authors seek to clarify which factors of online stores influence the purchase decision. The study results showed more in-depth characteristics of online shopping and discovered the link between online shopping and consumer intentions. After the research, product categories mainly focused on e-commerce, factors leading a consumer to make a repeated purchase in an online shop, and factors encouraging consumers to shop online in the future were defined.
Keywords
marketing, online decision, buyer, customer decision to buy
JEL classifications
A20
, A22
, C40
, C83
, I21
, L80
, M20
URI
http://jssidoi.org/jesi/article/1138
DOI
Pages
227-236
Funding
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
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