Online Shopping Behavior Research Articles

Modelling of online shopping behavior in the Czech online environment.

The online environment has its own specifics, which shape the specific behavior of all market subjects, both customers and companies that trade electronically. The aim of the paper is to create, quantify and verify a conceptual comprehensive model of relationships between determinants that influence consumers when shopping online. The impetus for the conducted research was the discovery of the non-existence of a comprehensive model of online shopping behavior that reflects the specifics of the online environment. The main research method is the method of online questioning in the form of a questionnaire survey among a selected group of Czech respondents (n = 926) shopping online with the aim of evaluating the determinants of online shopping behavior. The results of the questionnaire survey are subsequently used to build a comprehensive model of online shopping behavior, which was statistically compiled and verified using the PLS-SEM method, which, based on statistical data, estimates the size and quality of the links between the measured (manifest) and assumed unmeasured (latent) variables. The results show that the selected factors (31 factors) explain up to 82.53% of the variability of the total variance. The results of the correlation analysis of the factors confirmed that the defined factors are not mutually dependent and that in the comprehensive model the factors are not only identified but also statistically significant. The results also confirmed that the correlation of e.g. psychological factors are stronger than dependence on other investigated factors in the comprehensive model of online shopping behavior. The research clearly showed that the key factors for customers when shopping online are Security and risk elimination (SE), together with the Online distribution and logistics (OD) and Online payments (OP). Impulsive online shopping was identified by customers as the least important factor. The validated model provides a comprehensive explanation of the current phenomenon of online shopping that integrates and extends previous studies identifying behavioral models of online shopping behavior.

Achieving Sustainable Development Goals: Exploring the Influence of Live Shopping Behavior on Purchase Intentions in “Tiktok” Shop

Objectives: This study explores the influence of live shopping behavior on consumer purchase intentions within the TikTok Shop, emphasizing its relevance to achieving Sustainable Development Goals (SDGs). Understanding the dynamics of live shopping behavior on platforms like TikTok is vital for businesses aiming to leverage this innovative marketing strategy. Theoretical framework: The research is grounded with a behavioral predictor in understanding shopping decisions using the Stimulus-Organism-Response (S-O-R) theory psychological model. SOR here, the stimulus uses store and brand image; the organism sees from quality and trust, and the response is based on purchase intention. Methods: Sample data was obtained from 419 respondents from an online survey using the snowball technique. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the proposed hypotheses Results and discussion: Brand image affects perceived quality, and brand image affects trust. Store image affects perceived quality, and store image affects trust. Perceived quality and trust affect purchase intention. Research Implications: The findings can be used as an evaluation for a marketing platform tool for the purchasing decision-making process. The development of the live shopping research model framework with Stimulus-Organism-Response (S-O-R) theory effectively for evaluating consumer and online shopping behavior. Meanwhile, this research also provides managerial strategies related to insights to managers of online shopping services, especially for e-commerce to be able to develop business networks by paying attention to factors that influence consumer behavior in online shopping, which will impact consumer buying interest Originality/Value: This research gives insight to behavior literature which focus on the Stimuli-Organism-Response (SOR) theory as a review tool for the purchase decision-making process and consumer behavior. In addition, evaluating consumers' online shopping behavior (TikTok Shop) developed a robust online consumer behavior concept on the influence of variables used to measure live shopping behavior in making decisions on consumer purchase intention.

THE IMPACT OF CONSUMER ATTITUDES ON ONLINE SHOPPING, INCLUDING SOCIAL MOTIVATIONS, ESCAPISM MOTIVATIONS, AND VALUE MOTIVATIONS, IN RELATION TO ONLINE PURCHASE INTENTIONS

The development of technology and the internet has changed people's shopping behavior, especially the millennial generation. This study aims to analyze the attitude on online shopping of the millennial generation and compare it with the population as a whole. This study also provides an explanation of the online shopping behavior of consumers in the millennial generation group, as well as being the basis for developing teaching materials in customer insight and consumer behavior courses. The Millennial generation is a group of individuals who have different awareness of the impact of historical events they experience. They tend to be more tech-savvy and spend less money on purchases. The study highlights the need to understand the Millennial generation further because they are not monolithic. Understanding generational differences and their impact on online shopping is important for effective target audience segmentation. Meanwhile, purchasing behavior describes whether consumers actually buy the products they want, with purchase intention as a proxy variable to measure purchasing behavior. This study is a type of quantitative research that uses a survey method to collect data from the West Java millennial generation who are involved in online purchase intention. The population is the West Java millennial generation, and the sample was taken using a purposive sampling technique. Testing of the research instrument was carried out with validity using the Pearson Correlation test and reliability with Cronbach's alpha. The data was processed using Moderate Regression Analysis (MRA) with SPSS version 25. The results of the study showed that attitudes on online shopping and value motives influence online shopping intention. Social motives and escapism motives do not affect online shopping intention.

Digital Consumption and Consumer Involvement of First-Time Mothers in the Context of the SDG: Responsible Production and Consumption

Objective: The objective of this article is to review the literature regarding the media use of new mothers and to determine the implications that their transition to motherhood has on their e-commerce behavior. Theoretical Framework: This review article examines the online shopping behavior of new mothers, considering knowledge regarding online shopping behavior and the consumption patterns of new mothers. Method: This article is based on a review of the literature in the field. Results and Discussion: Baby goods are high-involvement goods and there is a high level of perceived risk associated with the purchase of those goods by new mothers. New mothers tend to research items online and then make their final buying decisions and actual purchases in brick-and-mortar stores. Research Implications: These findings may be of interest to all those interested in online shopping behavior, the effect of new motherhood on consumption patterns, and the buying and selling of baby goods. They provide valuable insight, which should inform efforts toward the SDG of responsible production and consumption. Originality/Value: This article addresses the consumer behavior of new mothers, who constitute an important and unique consumer demographic. There has been little previous research on this topic.

Behavioral Insights into Shopping Addiction: Emotional and Cognitive Drivers

This paper will seek to explain the behavioral underpinnings of shopping addiction, focusing on the emotional and cognitive drivers. It has explored the prevalence and serious impact of shopping addiction and highlighted the complexity of both the emotional and cognitive elements involved in triggering and sustaining the behavior. This paper also explores the role of emotional regulation in shopping addiction and suggests potential therapeutic implications that can be derived from deeper knowledge in this respect. The treatment options proposed include behavioral interventions, such as cognitive behavioral therapy (CBT) and mindfulness-based strategies. The new approaches in the use of technology in big data analytics and virtual reality applications for understanding and intervention in shopping addiction are briefly addressed. It concludes by stating that there needs to be more research carried out on online shopping behavior and e-therapies, effective prevention strategies, and all this while considering ethical concerns in behavioral data collection. Finally, this paper synthesizes cross-disciplinary research with a view to offering an integrated insight into shopping addiction and its treatment and points out the increased applicability of technological innovations in this field.

The Rise of Online Celebrity and Its Influence on Online ShoppingA Case of Li Ziqi

This article explores the impact of online celebrities, or influencers, on global online shopping and consumer behavior, focusing on the case of Li Ziqi, a well-known Chinese internet celebrity. Li Ziqi has gained a substantial following through her expertly produced videos showcasing traditional Chinese products, attracting consumer interest both locally and internationally. The paper delves into Li Ziqi's journey to fame, her video production techniques, commercial endeavors, and social influence, while also discussing the broader economic implications of online celebrities. Moreover, the article compares livestreaming economies across countries and provides strategic recommendations for optimizing the effectiveness of influencer marketing within regulatory guidelines. The study concludes that online influencers like Li Ziqi significantly impact e-commerce and cultural exchange. Despite facing challenges, they must adapt to trends to sustain their influence. Ensuring consumer privacy and ethical advertising is crucial for balancing commercial interests with consumer rights, thereby sustaining the digital marketing paradigm.

Decoding Online Shopping Behavior in Malaysia: The Critical Influence of Consumer Trust

The rapid evolution of e-commerce has heightened the importance of consumer trust, especially regarding privacy and security. This study investigates how key trust factors; security, privacy, transparency, and reliability affect consumer trust and online shopping behavior. Using a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), the research examines how these factors impact consumer confidence in online transactions and their purchasing decisions. Findings indicate that privacy concerns negatively affect consumer trust, while security measures and transparency positively influence trust. The study offers valuable insights for e-commerce platforms to enhance trust-building strategies and improve consumer behavior and engagement. By addressing these trust dynamics, the research provides practical implications for strengthening e-commerce reliability and boosting online shopping behavior in Malaysia.

An integrated model of online shopping behavior: Evidence from online shoppers in Vietnam

An integrated model of online shopping behavior: Evidence from online shoppers in Vietnam

Role of Trust, Perceived Risk in the Context of Brand Engagement, Perceived Security, Fashion Innovation, and Social Motivation on Online Shopping

This paper contributes to the volume of existing literature on online shopping behavior with a focus on apparel. Thereafter, it identifies the following key drivers of online purchases of clothing: brand engagement, perceived security, perceived value, customer satisfaction, and fashion trends. These factors are important in understanding how consumers would behave in an online purchase setting and thus form a significant part of the literature. Besides, the study investigates how trust and efficiency in terms of time and cost decrease the perceived value-a very important factor within information and communication technology research studies. The perceived value has been considered one of the major driving forces of e-commerce decisions, which involves online purchasing behavior. It also investigates the effect of trust in online transactions on consumers' purchase intentions; there is a need to understand those elements that build up trust, especially in the fashion industry.

Structural Equation Model of the Variables Affecting the Online Shopping Behavior of Generation-Y

Purpose: 1) To investigate the goodness of fit of the SEM of the variables affecting the online shopping behavior of Generation Y in Thailand. 2) To develop the SEM of the variables affecting the online shopping behavior of Generation Y in Thailand. 3) To study the direct, indirect, and total impact of the variables affecting the online shopping behavior of Generation Y in Thailand. Method: The research applied the literature review, and an analysis on the concepts, theories and principles. This mixed research methodology included a quantitative research method, questionnaire, qualitative research method, and in-depth interview to verify the results from the quantitative research. To collect the data, 300 sets of questionnaires were distributed to consumers who had purchased online products. Data were analyzed by content analysis and Structural Equation Model (SEM). Results and Discussions: The research results showed that the hypothesis test results supported the research with statistical significance. The purchase intention had the highest impact on the online shopping behavior, followed by customer innovation and perceived usefulness, respectively. The structural equation model (SEM) of the purchase intention, customer innovation and perceived usefulness had a direct impact on the online shopping behavior of Generation Y, which was consistent with the goodness of fit. Furthermore, consumers wanted to try new things, needed more challenges, and loved using the Internet that was very convenient and saved their time searching for products. They were able to do the transaction on one platform via social media, which facilitated the entrepreneur to build a business opportunity for efficient competitiveness Research Implications: At present, the Internet has a crucial role and influence on people’s daily routines in terms of learning, studying, entertainment, and business. Thus, the use of the Internet will continue to increase; such as, to search for competitor’s information, communicate with customers, and conduct public relations. The use of the Internet also conveniently facilitates communication and access to new target groups. Everyone can purchase or search for a new product easily from anywhere worldwide at a low cost and in a short time, which greatly generates business opportunities. However, the increase of purchasing via social media has resulted in increased usage of Facebook Pay, Instagram Shopping, and LINE OA (Official Account). Originality/Value: Therefore, social media has simplified the buyer's ability to buy products and be able to do transactions on one platform. Nevertheless, the key concern is the more expensive advertisement costs due to the higher number of sellers. For example, Omnichannel is an inclusive buy-and-sell platform that most retailers are interested in because it supports business growth and provides more payment channels to the customer. Once the customer has the perceived usefulness, enjoys using it, and would like to try the new products via the purchase intention, it would affect the online shopping behavior.

Design of determinants of online shopping intentions and behavior of students at private universities in East Jakarta 2024

Globalization and technological advances, especially the internet, have changed people's shopping patterns. Online shopping is now a trend, allowing easy access to products at any time. The Covid-19 pandemic has accelerated this transition, with 74.5% of consumers preferring to shop online rather than offline, creating a new profitable consumption pattern. This study aims to identify significant relationships between latent variables that influence online shopping behavior, including Online Shopping Motivation, Subjective Norms, Perceived Behavioral Control, Consumer Knowledge, Online Shopping Intention, and Online Shopping Behavior. This research design uses a quantitative approach with SEM-PLS to analyze the relationship between variables that influence online shopping behavior of students at Private Universities in East Jakarta, providing an in-depth understanding for e-commerce in more effective marketing strategies. The results of the analysis show that Perceived Behavioral Control plays an important role in increasing online shopping knowledge and intention, supporting the theory of Planned Behavior. In addition, Subjective Norms are proven to influence consumer knowledge and intention, reflecting the impact of the social environment on shopping decisions. Although there is a positive relationship between Online Shopping Intention and Online Shopping Behavior, the results show that intentions are not always realized in action, indicating the complexity of consumer behavior. The implications of this study include the importance of consumer education to increase perceived control, leveraging social norms in marketing strategies through collaboration with influencers, and attention to other factors that influence shopping decisions. This study highlights the need to develop more effective marketing strategies, based on a deeper understanding of the relationships between variables, to increase consumer engagement and conversion on online shopping platforms. These findings contribute to academic and practical understanding in the context of shopping behavior in the digital era.

Modelling household online shopping and home delivery demand using latent class & ordinal generalized extreme value (GEV) models

The surge in e-commerce during the past decade has led to dramatic changes in consumer shopping behaviour. The study applies two Generalized Extreme Value (GEV) family models to investigate households' e-shopping demands. The study proposes a model structure to jointly model ordinal-based choice behaviour with choice-makers' latent class membership. Introducing latent class structure with the OGEV formulation accounts for the relationship between choice-makers heterogeneous preferential groups and their ordinal choice outcomes. Furthermore, the study also applies the Ordered General Extreme Value (OGEV)-Negative Binomial (NB) model, capturing the interplay between consumers' in-store shopping demands and online shopping behaviour. The RUM principle inherited within the OGEV-NB model allows econometric valuation of in-store shopping activity explicitly considering households' e-shopping demands. Both models are empirically estimated using a dataset collected in the Greater Toronto Area (GTA), Canada. The empirical findings and behavioural implications are also discussed.

How thinking style influences online consumers’ responses to compromise-based service attributes

ABSTRACT Prior studies on online shopping behavior have been silent about global consumers’ compromise choices in online service attributes. Three studies investigate how and when consumers’ thinking styles affect their service responses toward online retail websites offering compromise options. The priming findings demonstrate that consumers in two cultural groups (Korea and France) are more satisfied with and more likely to repurchase from compromise-based websites in the holistic-thinking than analytic-thinking condition. This research contributes to extant literature on consumer online behavior and provides managerial insights on the practical uses of compromise tendencies for online service strategies in global retail markets.

Gender-Based Analysis of Online Shopping Patterns on Shopee in Malaysia: A J48 Decision Tree Approach

The purpose of this study is to investigates the gender differences of Shopee platform for online shopping behavior by using the J48 decision tree algorithm to classify and predict shopping frequency among male and female consumers for Malaysia context. WEKA software was used in this study to analyze the datasets. From the experiments, the majority of Shopee user were female consumers. The findings shows that female consumer behavior is more complicated and more varied regarding purchasing behavior. The study's findings demonstrate the potential of gender specific insights to enhance e-commerce strategies, particularly in product recommendations and targeted marketing. Although the J48 model performed well in predicting male shopping patterns, it was less effective for females, indicating the need for more advanced modeling techniques is used to better capture the complexities of female consumer behavior. This research also emphasizes the significance of using machine learning tools like the J48 decision tree to analyze consumer data, providing valuable insights for improving customer satisfaction and business performance. However, limitations such as sample size and the focus on a single platform suggest that further research is needed, including the exploration of alternative algorithms and broader demographic factors.

Assessment of Women's Online Shopping Behavior in India: Model Design and Analysis

The exponential increase in internet usage in India has driven the swift growth of e-commerce, with women playing a crucial role in this expanding digital economy. This research presents a thorough literature analysis and framework to examine the factors affecting the online purchasing behaviour of women in India. The study specifically attempts to examine the influence of psychological, social, cultural, economic, privacy and security, and technological aspects on the purchasing decisions of female consumers. This research underscores the difficulties women encounter in online purchasing, especially in apparel and cosmetics, providing a gender-specific perspective frequently overlooked in existing studies. This study's originality stems from its integrative methodology, synthesising findings from established consumer behaviour theories and applying them to the context of women's online buying practices in India, an area that has been insufficiently explored. By addressing these gaps, the study enhances the theoretical comprehension of women’s digital consumer behaviour and establishes a foundation for future practical strategies that businesses, marketers, and policymakers can utilise to improve the online shopping experience for Indian women.

REVIEW PAPER ON E-COMMERCE

Consumer’s preference towards online shopping is increasing day by day as evolution of smartphone and internet connectivity. This trend will continue in upcoming time. This review paper on e-commerce identifies about the scenario of e-commerce consumer’s profile. This paper compares online and traditional shopping behaviour of consumer, perceived risk and influencing of e-commerce. Last part of this paper is about advantages and disadvantages of e-commerce from the consumer’s perspective.

E-commerce applications: A study of customers’ behavioral intentions and behaviors of using these applications towards online shopping

This study uses the UTAUT2 (Unified theory of acceptance and use of technology) model as well as adding other factors such as Platform Usability, User Autonomy to determine the behavioral intention and behavior of online shoppers using e-commerce applications (ECAs) in Vietnam. Using the analysis results from structural equation modeling, it was shown that Social Influence, Use Proficiency, Hedonic Motivation, User Skill, Effort Expectancy positively affect Behavioral Intention. At the same time, Behavioral Intention is negatively affected by Performance Expectancy. Behavioral Intention and Facilitating Conditions are two factors that positively affect Use Behavior. Besides, User Autonomy negatively affects Use Behavior. The research results are an important basis for ECAs providers, managers and stakeholders to apply in assessing the behavioral intentions and behaviors of online shopping customers using ECAs in Vietnam to promote the use of ECAs in online shopping.

Does the Weather Still Affect Me When I Shop at Home? The Impact of Weather on Online Shopping Behavior

Previous studies have acknowledged the impact of weather changes on retail uncertainty. They primarily focus on understanding how weather conditions affect offline consumer behavior and aim to develop effective marketing strategies. However, there is little research on the complex impact of weather on online shopping behavior. To bridge this gap, we conduct a study with a sample of 261 consumers from China with shopping experience in community retail shops (CRSs). We utilize the S-O-R model and theories, including meteorological emotional effect theory, emotional coherence, and meteorological psychology, to model and elucidate the relationship between weather and consumers’ online shopping behavior in CRS. Our findings reveal that weather conditions affect consumers’ spending patterns and purchase diversity, mediated by consumers’ emotions and risk aversion when they comfortably shop online at home. Furthermore, employing the fsQCA model, we identify the critical path through which weather conditions and consumer types influence risk-aversion awareness. The results provide management implications for retailers to develop online marketing strategies for different consumer types.

Pengaruh Motivasi Hedonis dan Gaya Hidup Terhadap Perilaku Belanja Online di Marketplace pada Generasi Z di Kabupaten Karawang

The continuous growth of internet users has triggered major changes in online shopping behavior, where people are switching from conventional shopping to online shopping. Online shopping behavior is the process of purchasing products or services via the internet. The growth of e-commerce in Indonesia, especially through online marketplaces. This research aims to determine the relationship between hedonic motivation and lifestyle on Generation Z's online shopping behavior. By applying the Hair et al formula in the analysis. The sample selected was 90 respondents. The data obtained from the questionnaire was then analyzed using validity and reliability tests, classical assumption tests and hypothesis tests using SPSS software. The results of this study show that hedonic motivation has a significant negative effect on online shopping behavior, and lifestyle has a significant positive effect on online shopping behavior in the market.

Perceived Trustworthiness and Perceived Risk-Taking as Predictors of Online Shopping Behaviour among Youths in Ibadan

E-commerce has generated a lot of interest across the globe where individuals sit in the comfort of their homes and purchase goods and services. However, study linking youths in many developing countries to the new trend seem to be affected by skepticism. Therefore, this study examines perceived trustworthiness and perceived risk-taking as predictors of online shopping behavior among youths in Ibadan metropolis. Cross-sectional survey design was adopted while data were collected from 200 randomly selected participants. Data were collected using validated scales and analyzed using zero-order correlation, t-test for independent samples, and multiple regression analysis to test three hypotheses at a p < 0.05 level of significance. The result revealed that perceived trustworthiness and perceived risk-taking significantly correlated with online shopping behavior among study participants. Also, the results revealed that perceived trustworthiness and perceived risk-taking jointly predicted online shopping behavior. Finally, both perceived trustworthiness and perceived risk-taking independently predicted online shopping behavior among study participants. The study concluded that perceived trustworthiness and perceived risk-taking are excellent predictors of online shopping behavior among those who took part in the study. It is advised that web designers and internet marketers create online shopping platforms that foster confidence and discourage risk-taking in order to attract and retain more online customers.