Determinants of Online Purchase Decisions by Online Users

Abstract

This study was focused on evaluating the determinants of online purchase decisions by thoroughly focusing on the key variables such as need recognition, information search, evaluation of alternatives, cost and time efficiency. The study adopted a quantitative approach, and primary data was collected through a survey technique. The respondents were randomly selected based on their likelihood of using the internet to purchase. The need recognition, information search, evaluation of alternatives, cost and time efficiency were regarded as the independent variables of this study; while purchase decision was treated as a dependent variable. Based on the findings of this study, all the proposed hypotheses are proven substantial. The need recognition, information search, evaluation of alternatives, cost and time efficiency have a positive effect on consumers’ online purchase decisions. The internet has been regarded and used as the prime source of information by a wide range of consumers. Therefore, it is recommended that companies should use a customer centric approach that seeks to engage and prioritize customers, and their needs, through the use of the internet and online means. Keywords: Need recognition, Informative search, Evaluation of alternatives ,Cost and time efficiency Online purchase decisions DOI: 10.7176/JMCR/86-04 Publication date: September 30 th 2022