Online shopping
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Online Shopping: Insights and Trends
Understanding Customer Decision-Making in Online Shopping
Research has extensively explored the factors influencing customers' decisions to shop online. A comprehensive review of 45 empirical studies identified key antecedents such as convenience, accessibility, and the availability of information1. These factors collectively shape the dynamics of online shopping, highlighting the importance of understanding customer motivations and behaviors.
Motivations for Online Grocery Shopping
Online grocery shopping presents both opportunities and challenges. Studies indicate that while it can promote healthier food choices by reducing impulse purchases and providing better nutrition labeling, it also faces hurdles like consumer hesitance to buy fresh produce online2. This dual nature underscores the need for strategies that encourage healthier online grocery shopping habits.
Goal-Oriented vs. Experiential Online Shopping
Consumers shop online for both goal-oriented and experiential reasons, with goal-oriented motives being more prevalent. Key attributes facilitating goal-oriented shopping include convenience, a wide selection, and the availability of information3. Additionally, online shopping offers a sense of freedom and control, which is less common in offline shopping environments3.
Dimensions of Online Shopping Convenience
Convenience is a principal motivation for online shopping, encompassing five key dimensions: access, search, evaluation, transaction, and possession/post-purchase convenience4. These dimensions help online retailers assess and enhance the convenience of their services, ultimately improving customer satisfaction and retention.
Comprehensive Framework of Online Shopping Behavior
A comprehensive model of online shopping behavior identifies several antecedents, including cultural, demographic, economic, technological, and psychological factors5. Main drivers of online shopping include congruence, impulse buying behavior, value consciousness, risk, local shopping, and enjoyment of shopping and browsing5. This model provides a holistic understanding of consumer intentions and behaviors in the online shopping context.
Conceptualizing the Online Shopping Experience
The online shopping experience (OSE) can be conceptualized through four core dimensions: physical, ideological, pragmatic, and social6. These dimensions highlight the multifaceted nature of online shopping, which includes not only purchase intentions but also the use of online tools and social interactions, such as those on social media platforms6.
Typology of Online Shoppers
A typology based on shopping motivations identifies four types of online shoppers: convenience shoppers, variety seekers, balanced buyers, and store-oriented shoppers7. Each type has distinct motivations, such as convenience, variety seeking, or a preference for physical store experiences. Understanding these types helps retailers tailor their strategies to different customer segments.
Consumer Perspectives on Online Shopping
From the consumer's perspective, online shopping has seen an increase in volume despite a declining customer base8. Leading online retailers like Amazon dominate the market, with consumers favoring online shopping for its convenience and variety. However, there are still areas for improvement, such as enhancing customer service and support8.
Factors Influencing Online Shopping Acceptance
The Online Shopping Acceptance Model (OSAM) synthesizes various factors influencing consumer acceptance of online shopping, including convenience, security, and user experience9. This model helps reconcile conflicting findings in the literature and provides a framework for future research on online shopping acceptance.
Critical Factors in Online Retailing
Critical factors impacting online retailing, or e-quality, span the entire online shopping experience, from encountering the retailer's homepage to accessing customer service and support10. Key areas for improvement include faster homepage loading, better search engine capabilities, and more conspicuous security policies10. Enhancing these factors can significantly improve the overall online shopping experience.
Conclusion
Online shopping continues to evolve, driven by various factors such as convenience, consumer motivations, and technological advancements. Understanding these dynamics is crucial for retailers aiming to enhance customer satisfaction and retention. By addressing the identified challenges and leveraging the opportunities, online retailers can better meet the needs of their customers and thrive in the competitive e-commerce landscape.
Sources and full results
Most relevant research papers on this topic
Literature derived reference models for the adoption of online shopping
This paper identifies key factors and patterns in online shopping decision-making, aiding in understanding customer dynamics and improving online shopping experiences.
Systematic Review
Highly CitedOnline grocery shopping: promise and pitfalls for healthier food and beverage purchases
Online grocery shopping has the potential to increase healthy choices but also has the potential to increase unhealthy choices due to consumer hesitance to purchase fresh produce online.
Systematic Review
Rigorous JournalHighly CitedShopping Online for Freedom, Control, and Fun
Online shopping offers consumers increased freedom and control compared to offline shopping, with goal-oriented motives being more common, but experiential motivations are emerging.
Highly CitedMeasuring consumer perceptions of online shopping convenience
The five dimensions of online shopping convenience are access, search, evaluation, transaction, and possession/post-purchase convenience.
Highly CitedWhy do people shop online? A comprehensive framework of consumers' online shopping intentions and behaviors
The main drivers of online shopping are congruence, impulse buying behavior, value consciousness, risk, local shopping, shopping enjoyment, and browsing enjoyment.
Literature ReviewToward a conceptualization of the online shopping experience
The online shopping experience consists of four core dimensions: physical, ideological, pragmatic, and social, with connections to traditional dimensions and specific shopping values.
Literature ReviewHighly CitedA typology of online shoppers based on shopping motivations
Convenience shoppers, variety seekers, balanced buyers, and store-oriented shoppers are four distinct online shopping types based on their motivations for convenience, variety, and physical store orientation.
Observational StudyHighly CitedU.S. online shopping: Facts, fiction, hopes and dreams
Online shopping volume in the U.S. has increased despite a declining customer base, with Amazon.com being the leading retailer and consumer preferences influenced by online research and buying scenarios.
ONLINE SHOPPING ACCEPTANCE MODEL — A CRITICAL SURVEY OF CONSUMER FACTORS IN ONLINE SHOPPING
The OSAM model explains consumer acceptance of online shopping by analyzing various factors and trends, reconciling conflicting findings, and suggesting future research directions.
Literature ReviewHighly CitedThe state of online retailing
Improving online retailing's speed, language support, search engine capabilities, security policies, payment options, and customer service and support can enhance the overall shopping experience.
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