Abstract
Globalization processes rapidly advance information and communications technologies that influence social, economic, and cultural changes and transform consumers' needs and buying behavior in online shopping. Business sector organizations operating in a dynamic environment have to adjust to the environment's uncertainty, consider the changing needs of consumers and find effective and efficient ways to create a unique value for them. However, researchers and business practitioners have different interpretations and assessments of the factors influencing end-user purchasing behavior in the internet space. Therefore, the main problem area is how to assess which approach more comprehensively reflects and conveys the online market reality related to consumer buying behavior. This study examines these issues by combining various researchers' and business practitioners' positions to assess factors influencing consumers' decision-making in online shopping. This study aims to evaluate the critical factors related to e-shop characteristics and the product features that significantly impact consumer buying behavior in online shopping. Scientific literature review showed that the most crucial e-shop characteristics are e-shop design, e-shop informativeness, e-shop convenience, e-shop security, and e-shop popularity. From product features' perspectives, scientists and business practitioners mainly focus on product design and packaging, price, brand, customer reviews, and delivery time. Research methods such as scientific literature analysis, survey (structured questionnaire), correlation, and regression analysis were used to achieve the research goal. The survey results demonstrated that Lithuanian customers prefer traditional shopping compared to online purchases. As a result, the investigation results indicate that online purchases in Lithuania are still a growing market. Depending on survey results, the most crucial e-shop characteristics affecting Lithuanian customer buying behavior in online shopping were identified as e-shop design and e-shop security. Furthermore, the most influencing product features related to customer buying behavior in online shopping were product design and packaging, product price. Correlation and regression analysis proved that significant factors are e-shop design, e-shop security, product design and packaging, product price, and customer reviews for Lithuanian buyers in online shopping.
Highlights
Information and communications technologies are becoming increasingly important in society and significantly impact different business sectors and consumer self-determination in the online market (Grewal et al, 2017)
Scientists and business practitioners mainly focus on product design and packaging, customer reviews, price, brand, and delivery time from product features' perspectives
The survey results showed that Lithuanian customers prefer more traditional shopping than online purchases
Summary
Information and communications technologies are becoming increasingly important in society and significantly impact different business sectors and consumer self-determination in the online market (Grewal et al, 2017). Rapid technological development makes it possible to meet the constantly changing consumers' needs in online shopping more effectively and efficiently (Chiabai et al, 2014; Darsono et al, 2019; Javaria et al, 2020; Rezaei et al, 2016) It poses particular challenges for business organizations seeking to create unique value for consumers by facing environmental dynamics and constraints leading to different forms of risk (Andryeyeva et al, 2021; Cherenkov et al, 2020). The impact of both e-shop and product components on the consumer is significant because this combination creates representative, informational, or unique value leading to customer's buying behavior. This study examines these issues by combining various positions associated with assessing e-shop and product factors affecting consumers' online shopping decision-making
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