Abstract
Purpose This study aims to investigate consumer behaviour towards online shopping, which further examines various factors limiting consumers for online shopping behaviour. The purpose of the research was to find out the problems that consumers face during their shopping through online stores. Design/methodology/approach A quantitative research method was adopted for this research in which a survey was conducted among the users of online shopping sites. Findings As per the results total six factors came out from the study that restrains consumers to buy from online sites – fear of bank transaction and faith, traditional shopping more convenient than online shopping, reputation and services provided, experience, insecurity and insufficient product information and lack of trust. Research limitations/implications This study is beneficial for e-tailers involved in e-commerce activities that may be customer-to-customer or customer-to-the business. Managerial implications are suggested for improving marketing strategies for generating consumer trust in online shopping. Originality/value In contrast to previous research, this study aims to focus on identifying those factors that restrict consumers from online shopping.
Highlights
Today, people are living in the digital environment
In contrast to previous research, this study aims to focus on identifying those factors that restrict consumers from online shopping
Research methodology This study aimed to find out the problems that are generally faced by a customer during online purchase and the relevant factors due to which customers do not prefer online shopping
Summary
People are living in the digital environment. Internet was used as the source for information sharing, but life is somewhat impossible without it. Everything is linked with the World Wide Web, whether it is business, social interaction or shopping. The changed lifestyle of individuals has changed their way of doing things from traditional to the digital way in which shopping is being shifted to online shopping. Online shopping is the process of purchasing goods directly from a seller without any intermediary, or it can be referred to as the activity of buying and selling goods over the internet. Online shopping deals provide the customer with a variety of products and services, wherein customers can compare them with deals of other intermediaries and choose one of the best deals for them (Sivanesan, 2017)
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