Aha! and Oh No! Moments: A Study on Consumer Online Shopping Choice

Abstract

This article tries to investigate the choice of the consumer in the online shopping environment. Consumer's choice is studied by investigating the motivators and barriers to online shopping. The study was conducted in two phases. The first phase, with the help of analysis of variance, examined the relationship of motivators with the age, gender, qualification and income. Results demonstrate that with changing buying patterns there is a salience of different factors to consumer motivation and provide consideration for the inclusion of different motivation models to acquire customers. The second phase of the study examined the barriers in the online shopping environment. With the help of factor analysis, five major factors mainly low-quality product and financial risk, physical and social risk, low-performance risk, vendor credibility risk and risk of loss of personal information were determined. This article contributes to the choice in online environment literature by focusing on which factors individuals perceive to be motivators and those perceived as barriers. The results of this study are helpful to online marketers in designing strategic plans for consumers to maximise the lifetime value of the consumer.