Identifying purchase perceptions that promote frequent e-commerce buying

Abstract

This research identifies the factors that may influence the e-commerce buying patterns of consumers. We surveyed 190 adults to examine consumers' demographic characteristics and purchase perceptions as they are applied to the frequency of e-commerce buying. Results showed that younger and better educated shoppers that possess computer and internet experience are more prone than other shoppers to buy items over the internet. An elevated number of children in the household were also found to increase shoppers' propensity to make e-commerce purchases. Additionally, the four purchase perceptions of customer service, shopping experience, consumer risk and product perception were all found to influence buying patterns. Shopping experience, which includes a mixture of effort, lifestyle compatibility, and enjoyment, was found to be most prominent.