INTERNSHIP REPORT Consumer Behavior on Online Shopping

Abstract

Online Shopping is a new invention of modern technology and online transaction are quickly increased day by day. This process has created a need to understand how the customers perceive online purchase. There is very limited knowledge about online consumer’s behavior because it is very complicated socio-technical phenomenon and too many factors. Price, Trust and Convenience were identified as important factors. Price is considered as the most important factors for students in online shopping. Furthermore, three segments were identified, high spenders, price easer and bargain seekers. Through these segments we found a variation of different factors importance and established implications for online book store. The purpose of this study is to analyze factors affecting on online shopping behavior of consumers that might be one of the most important issues of e-commerce and marketing field. However, there is very limited knowledge about online consumer behavior because it is a complicated socio-technical phenomenon and involves too many factors. One of the objectives of this study is covering the shortcomings of previous studies that didn't examine main factors that influence on online shopping behavior. The business-to-consumer is the most visible business type of electronic commerce. Online shopping allows companies to provide product information and direct sales to their consumers. In order to effectively drive consumers to accept electronic commerce and online transactions, there is an urgent need to understand the factors that influence consumer behavior towards continued use of online transactions. The expectation disconfirmation model from the consumer behavior literature has been used to explain continued information systems (IS) usage behavior. This paper takes an extend expectation disconfirmation model perspective to predict and explain consumer behavior in the online shopping context. This proposed extend expectation disconfirmation model, incorporating the perceived risk, trust and shopping enjoyment, was empirically tested with data collected from a survey of online shopping consumers from various websites. The objective of this research is to increase the understanding of consumer online behavior for future research in e-commerce.