Literature review consumer buying behaviour

Literature review consumer buying behaviour

Oct 20,  · LITERATURE REVIEW Consumer Behaviour Christopher () studied the shopping habits of consumers to form an idea of whether or not the store concepts, product ranges and strategies of the companies are appropriate towards consumer blogger.comted Reading Time: 9 mins Apr 12,  · Thus analysing the definition as well as the statements of Hoyer and Macinnis and Dib et al. reveals that consumer behaviour is the activities that consumers undertake as part of their decision making and this extends beyond purchase as well. Thus the process of consumer behaviour consists of decision making and evaluation at different stages Literature Review on Consumer Behaviour of Online Shoppers Dr. Ankur Saxena (Professor, Technocrats Institute of Technology - MBA, Bhopal, India) really want. Analyzing consumer behaviour is not a new phenomenon for scholars. Philip Kotler, marketing behaviour is constantly changing and In

A Brief Literature Review on Consumer Buying Behaviour

According to Hoyer and Macinnisliterature review consumer buying behaviour, p. It is basically the process which consumers undertake as part of decision making with regard to the purchase of and use of products and or service Dibb et al. Thus analysing the definition as well as the statements of Hoyer and Macinnis and Dib et al, literature review consumer buying behaviour.

reveals that consumer behaviour is the activities that consumers undertake as part of their decision making and this extends beyond purchase as well. Thus the process of consumer behaviour consists of decision making and evaluation at different stages, literature review consumer buying behaviour. Peter and Olson argue that consumer behaviour is dynamic in nature as the thinking, feelings and actions of people and society at large change overtime. Pine and Gilmore contend that the transition from brick and motar or pure play environments along with the emergence on online experiences has serious managerial implications as far as retail online contexts are concerned.

As Hoyer and Macinnis and Dibb et al, literature review consumer buying behaviour. state, consumer behaviour is a process and as such it involves a lot of decision making at different stages, and as such online consumer behaviour as well could be influenced by a number of factors.

Vazguez and Xu state that online consumer behaviour is an emerging theoretical body of research. Other studies such as the following came up with similar conclusions.

Convenience is an important factor which is found to have positive effect online purchase behaviour Bhatnagar et al. Joines et al maintain that dual motivations of convenience and opportunity to make price comparisons positively influence consumers to shop online. However there are studies which point that consumer consider that making purchase online is risky McCole et al.

In this regard, Andrews and Boyle argue that even though consumers make online purchases there are chances that there perception of risk can have a significant and inverse relationship with attitudes and intentions. With regard to perceived risk, trust is considered as an important factor in online purchasing which can mitigate the level of perceived risk McCole et al. Martin and Camarero state with regard to trust that consumer trust to a website is dependent on satisfaction with previous purchases, website security and service policies, and service quality.

Bramall et al findings imply the importance of creating trust among people as they state that many consumers use internet to search for product information, but only a minority make purchase primarily due to the concern over security of personal and credit card information as well as credibility of e- retailers.

They argue that building and maintaining trust between consumers and e-retailers is vital if companies are to make utilisation of internet. Tan and Sutherland states that trust makes consumers literature review consumer buying behaviour sharing personal information, literature review consumer buying behaviour, making purchases and acting on vendor advice, all of which are behaviours essential to the wide spread adoption of e commerce.

As Martin and Camarero mention trust is a muti dimensional construct which is created based on the previous experiences of people when they made online purchases with regard to the notions of perceived risk.

Kimery and McCord state that trust in an e- retailer is the willingness of consumers to accept vulnerability in an online transaction based on their positive expectations regarding an e- retailers future behaviours. Thus based on the findings discussed in the preceding two paragraphs it can be argued that there are a number of factors which positively influence consumers to make purchases online and this is primarily related to motivations of convenience and price.

On the other hand perceived risk is one of the main variables which negatively affect consumer behaviour online and in order to tackle this, it is really important that trust is created. The following paragraphs of this section consider in detail the various aspects of factors which positively and negatively influence consumer behaviour online. If that is the case, then it would be interesting to see whether they have an influence on the attitude of customers when they shop online.

The following section is about that. Kim and Park are of the opinion that the attitude of people towards internet is found to have an effect on the online search behaviour displayed by consumers, literature review consumer buying behaviour.

Fishbein and Ajzen consider consumer attitude as the extent to which an individual makes a positive or negative evaluation about performing behaviour. Bianchi and Andrews defines consumer attitude to online purchase as the extent to which a consumer makes a positive or negative evaluation about purchasing online.

It is further found that a positive attitude towards online shopping has a positive effect on online purchase intention Shim et al, Rowley considers online information search as a very important stage in the online buying processes. As mentioned earlier collecting information about price is considered as a major factor which influences online behaviour of consumers.

Shim et al literature review consumer buying behaviour that the availability of high quality information online leads to better decision making and higher levels of customer satisfaction.

The findings of Shim et al. could be justified and supported taking into consideration of the findings of Martin and Camarero and Andrews and Boyle who state that the perceived risk of consumers with regard to risk and security negatively affect their probability of converting an information search into an online purchase, literature review consumer buying behaviour.

Thus through the provision of high quality information pertaining to different aspects of online purchase can help companies to positively influence consumer behaviour through the creation of trust.

Davies et al argue that as far as an e- retailer is concerned, the concern is not limited to convincing consumers about the separate functional aspects of online store which includes aspects such as security, reliability and effectiveness but it is more towards the interface design. The online store environment lacks some of the qualities of the traditional retail store. However it possesses some other qualities such as opportunity to customize Managanari et al. They state that the design and development of virtual store lay out is very important as the lay out directs consumer online navigation.

Perason et al. The easiness of use of a store has a positive influence on the perceptions of consumers literature review consumer buying behaviour the quality of website as well as their evaluation of and attitude towards literature review consumer buying behaviour store.

However there are studies which found that perceived ease of use need not affect consumer attitude to using an online print magazine and is found to be negatively related to the perception of a competent apparel website Cho and Fiorito, The discussion so far with regard to risk helps in identifying that the perception of risk is created in the minds of consumers primarily as the result of lack of quality information.

This can also be assumed based on the finding that the opportunity and easiness to collect quality information leads to the creation of trust, literature review consumer buying behaviour. Kimery and McCord definition of trust in an e- retailer is the willingness of consumers to accept vulnerability in an online transaction based on their positive expectations regarding an e- retailers future behaviours. However when reading this definition, one important question that pops up is when a literature review consumer buying behaviour will be ready to accept vulnerability and what are some of the most important information the consumer like to have in order to trust the e- retailer.

They further add that as far as online purchasing is concerned, consumers do not have the opportunity to use many of the clues that they use in traditional retail situations. This leads to feeling of uneasiness and lack of trust which then results in unwillingness to purchase.

It is because of this reason that development of relationship is considered as vital for the development of trust and thereby engaging with the customers and supporting them in the process of purchase Martin and Camarero, Selnes findings which are in line with some of the findings of Bramall et al suggest that the degree of overall pleasure literature review consumer buying behaviour contentment felt by consumers in previous exchanges has been indentified as an important antecedent of consumer attitude and trust.

Lee and Chen argue that the study of online consumer behaviour has been one of the major research agendas and marketing science with the rapidly growing e-business, literature review consumer buying behaviour.

They further add that the study of online consumer behaviour still can be considered as at its infant stage and there is very limited information regarding how online consumer behaviour is really shaped, literature review consumer buying behaviour.

They are of the opinion that the study of online consumer behaviour is confronted with two main barriers. The first being the fact that online consumer behaviour is a socio technical phenomenon which involves many interdependent factors that together shapes consumer behaviour. These factors come from varied disciplines including psychology, sociology, marketing, information systems, economics etc. Because of this reason, online consumer behaviour can be considered as a highly complex, non-linear phenomenon.

This means that no single model or theory can fully describe and explain it. The second barrier is that online consumer behaviour is still under developed with the advancements in the development of information technology as well as the social environment. Online consumer behaviour can be better explained literature review consumer buying behaviour the help of Theory of Planned Behaviour TPB proposed by Ajzen This theory can be considered as well established general theory of social psychology in explaining and predicting human behaviour.

One of the differences between the traditional consumers and online consumers and their behaviour as such is the fact that online consumers are not just consumers, but also information system users Koufaris, It is a fact that because of the presence and influence of technology and information system related variables in shaping online consumer behaviour, they have become at least as important as the traditional marketing factors in predicting online consumer behaviour.

This naturally explains the importance of one of the models which explains the significance of technology in influencing online consumer behaviour namely Technology Acceptance Model TAM. The theory of planned behaviour underlines the salient beliefs that have an influence on given behavioural perceptions and the subsequent actual behaviour Ajzen, As per TPB, there are three major behavioural perceptions namely personal attitude, social influence, and personal behavioural control that finally determine actual behaviour.

TPB introduces a concept namely perceived behavioural control PBC which can be considered as very important in explaining the online behaviour of consumers. PBC refers to the perception of an individual as to how easy or difficult it is to perform behaviour and it reflects beliefs regarding access to resources and opportunities required to facilitate behaviour Ajzen, The literature review consumer buying behaviour of PBC is very clear considering the fact that it has an effect on intention along with attitude and also positively determines the final behaviour along with intention Taylor and Todd, Matheison, The easiness with regard to the performance of a behaviour while making online transaction or surfing is considerably dependent on the opportunity for consumers to search and collect information in the most effective manner, which as explained in the previous section lead to the creation of trust.

In this regard, Xio and Dasgupta identified the main online information utility factors as content, accuracy, currency and format of information together with user friendliness. The framework of Xio and Dasgupta is consolidated by Grant et al. The second heading namely information format refers to the communication effects and convenience of medium access.

One of the major characteristics of websites is their ability as well as opportunity to carry massive amounts of information with the help of search utility derived from internal hyperlinks as well as search functions situated within a site McGaughey and Mason, This definitely helps online literature review consumer buying behaviour to offer breadth and depth of information relating to the products and or services that they offers, which is not completely possible in the case of offline environments Grant et al.

The ability of a company to provide search links catering to the specific needs whether it be internal or external information can be considered as important the information utility is higher in the case of high involvement products or products or greater complexity or importance. This is also particularly important from the perspective of consumers who have engaged in a reactive rather than planned search across sites Yiloski, However the provision of numerous links to collect information can lead to information overload and thereby customer confusion as to the best selection of choices Lee and Lee, One of the important issues which a company may have to identify in this regard is the understanding as to when information overload occurs and how this overload affects consumer search behaviour, literature review consumer buying behaviour.

Spink and Gunnar are of the opinion that information overload is exacerbated by the presence of inconsistent information online. They further add that this result of a deliberate attempt from the part of online vendors to prevent customers from making easy comparisons with competitor offerings.

This is particularly apparent in the case of price only comparisons. This leads to a situations where in customer is confronted with non-standardised information which naturally affects their ability to make an effective decision.

This naturally could lead to the consumer leaving a site or sites without making a purchase. This could also have an effect on the trust consumers have on online line purchasing in general and websites in particular. Another aspect of information utility that can have an effect on consumer behaviour is the relative value of objective versus subjective information from online or offline information sources. Objective information is characterised as factual search like information such as prices, product specifications etc.

Subjective information on the other hand tends to have more personal, experience based qualities and are subject to personal taste interpretations such literature review consumer buying behaviour wine, restaurants, travel experience etc.

Grant et al. Many studies Yoon and Kim, ; Klein and Ford, have found that consumers have distinct preference for online sources for objective information and a distinct preference for offline information sources when dealing with subjective information types. A possible reason for using offline subjective information may be possibly due to higher perceptions of risk attached to using information from often obscure, unidentified sources and thus limiting the value derived from such online sources.

As the value of information declines, which could be the result of deliberate overloading of information in order to confuse customers and defend competition, literature review consumer buying behaviour, the decision making capability of consumers could also decline as they find dearth in the availability of relevant information. Cyr maintain that the quality of a website can be defined as the quality with regard to navigation, appearance and layout.

However as far as online retailing is concerned, it is not just about the navigation, appearance and layout, but also includes aspects of service delivery, order tracking etc.

as there is no company representative to whom a customer can ask about these details Collier and Beinstock, As far as online retail company is concerned, the quality of website design as well as service quality should be good because of the differences between online and offline shopping environments. As far as off line shopping is concerned, the customers can obtain support or help from the staffs of a company with regard to information about a product, service etc, literature review consumer buying behaviour.

In addition to this, the offline environment provides the opportunity for the customers to touch and feel the products and make a decision on the quality of the products very easily.

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Jan 01,  · Consumer behavior is the study of the processes associated with a person or group choosing, buying, use or stop the use of a product, service, Author: Ankur Saxena Oct 20,  · LITERATURE REVIEW Consumer Behaviour Christopher () studied the shopping habits of consumers to form an idea of whether or not the store concepts, product ranges and strategies of the companies are appropriate towards consumer blogger.comted Reading Time: 9 mins Both personality and self-concept affects consumer buying behaviour, which is different for every person. (Kotler & Amstrong, , pp , ) Psychological factors: Individuals have different psychological reasons to purchase goods. There are four main psychological factors that affect the consumer buying behaviour