Behavioral Model of Online Purchasers in E-Commerce Environment

Abstract

This research studied the behavioral factors of Internet users when making an on-line purchase. A total of 424 responses were collected in a survey, comprising of 179 online responses and 245 mailed responses. The research shows that demographic and most psychological factors, as well as web-savvy features of a virtual storefront appear non influential in determining the probability of an Internet user making a purchase. This is contrary to beliefs held by most e-commerce businesses. The research findings indicate that e-commerce businesses should focus on employing logo assurance services, state-of-the-art security technology, provide an online customer-service center, establish warranties for products and services sold, maintain credit card payment facilities, and lastly, establish a policy for conflict resolution in the event of inaccurate billings. With the research results, a behavioral model of online purchasers is established. The behavioral model could assist e-commerce businesses to focus on the real concerns of consumers. The contribution of the model is to allow e-commerce businesses to streamline their online activities to cater to the major behavioral factors that influence consumers to purchase online. This could greatly increase the ability of e-commerce businesses to offer competitive virtue selling.