FACTORS DETERMINING CONSUMER BUYING BEHAVIOUR IN ONLINE SHOPPING

Author (s) : Dr.V.Balachandran & Mrs.S.Vimaladevi

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Abstract :
The motive of this study is to find out the determining factors that encourage and influence the online buying behaviour amongst consumers. In a world where everything is available on the internet and everything is becoming digitised, developing and emerging markets are still behind the developed markets and need to measure up to them in order to stand out. There are various factors that influence online buying behaviour amongst consumers, but this study will focus only on those producing the most impact . Design/Methodology/Approach- This study is based on a quantitative approach, as it helps in testifying and applying the hypothesis. It is a correlation study where it aims to find out the relationship between the variables. The statistical tool used in this study is SPSS and the tests that have been applied were Multiple Regression Analysis and Reliability Analysis. The sample size is 350 and the targeted audience are people living in Malaysia from age 18 and above. Findings- The findings of this study suggest that the hypotheses are accepted and the literature review provided as per the earlier studies is consistent with the hypothesis of our study, which states that perceived benefit and psychological factors (such as security, privacy, and trust) have a direct and significant relationship with online buying behaviour; on the contrary, perceived risks have an inverse and negative relationship with online buying behaviour. Research Limitations/Implications. This study is only applicable in a Malaysian context, as the demographics and economic situation of the market was kept to these conditions while doing this research. Also, the sample of size does not necessarily cover every individual in the Malaysian context. The results might vary. Furthermore, this study is beneficial for the marketers and the business managers of e-commerce websites. Also, it should be used as an example for teaching students of business to demonstrate the e-commerce and online shopping behaviour influencing factors, as our future is based on the whole new digital world.

Keywords : Online buying behaviour (OBB), psychological factors (PF), perceived benefits (PB), perceived risks (PR), security, trust, consumer behaviour.

Conference Date : 17/09/2021

Pages : 60

Paper ID : IESMDT58