Consumer behaviour in online shopping - An empirical study on consumer online shopping behaviour

Vaghani, Rahi (2012) Consumer behaviour in online shopping - An empirical study on consumer online shopping behaviour. [Dissertation (University of Nottingham only)] (Unpublished)

[img] PDF - Repository staff only - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (1MB)

Abstract

This dissertation focuses on customer deeds in the online shopping environment. It seeks answers to three main questions:

1. What are the criteria dimensions of observed chance in the online shopping environment?

2. Will customers behave contrarily for services and goods in the online shopping environment?

3. What are the antecedents of consumers’ online buying intention?

A survey of continuing customer online shopping deeds works and relevant marketing and data arrangements works is led to craft the hypothetical and conceptual foundation for this study. Instituted on the survey, scrutiny models and scrutiny hypotheses are formulated and industrialized for consecutive empirical testing. Experiential surveys are retained to examination of the scrutiny hypotheses. The main findings of this dissertation are:

1. There are eight criteria dimensions of observed chance in E-commerce, namely, commercial, communal, period, presentation, physical, privacy, protection, psychological.

2. Product kind possesses momentous arbitrating results above the connections between perceived risk and consumers’ E-commerce adoption goal, observed ease of use and consumers’ E-commerce adoption intention.

3. Observed worth of produce, observed chance, observed usefulness and observed ease of use of online shopping are vital antecedents of consumers’ online buying intention.

These findings counsel that:

1. Firms must possess extra risk reduction hobbies as observed chance might powerfully impact consumers’ online buying decisions. And specific kinds of observed chance must to be seized care of in disparate scenarios.

2. Firms in product and services ventures must wage attention to the results of disparate produce in consumers’ E-commerce adoption decision making. Observed ease of use and observed chance must to be paid supplementary attention.

3. Firms must enhance consumers’ value perceptions concerning the products and cut consumers’ perceived chance in the online shopping environment. Enhancing the design of website and the design of chance reduction hobbies should be probable solutions.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 20 Jan 2015 12:30
Last Modified: 20 Sep 2016 20:19
URI: http://eprints.nottingham.ac.uk/id/eprint/25972

Actions (Archive Staff Only)

Edit View Edit View