Abstract
This research aims to gain an understanding into the factors influencing customer buying behavior on e-commerce platforms such as Shopee, particularly from a behavioral standpoint. The current study identified 23 factors influencing online buying behavior, and then evaluated the performance of Shopee on these factors using the Relative Importance Index (RII). The results revealed that quality of product (or service), customer knowledge of the product, price of product, and shop's reputation are most important factors. Relatively least important factors are impulsive buying behavior, perceived enjoyment, tagline, and mood. The study concludes with important implications for the electronic retailers.
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