In this article, we discussed the meaning of online consumer behavior, the types, the examples, the factors, we also talked about the impact.
Definition
Online shopping behavior” refers to the actions and decisions consumers make when purchasing goods or services through the internet, including the process of searching for products, comparing prices, selecting items, and completing the purchase on an online platform; essentially, it encompasses the entire online buying experience from start to finish.
online shopping behavior includes:
Includes various stages:
Browsing, comparing products, adding items to a cart, checking out, making payment, and receiving delivery.
Influenced by factors:
Website design, product information, price, delivery options, customer reviews, trust in the seller, and perceived convenience.
Studied by marketers:
To understand consumer motivations and preferences, optimize online store experiences, and target marketing campaigns effectively.
Types of online shopping behavior
Variety-seeking: Buying a different product in the same product line, like a new brand of toothpaste
Bargain hunting: Looking for the best deal and not likely to be swayed by upselling
Habitual: When customers put little thought or research into their purchases
Complex: When consumers buy expensive, infrequently purchased items
Dissonance-reducing: When consumers are highly involved in the purchase process but have difficulties in determining differences between brands.
consumer behavior variety-seeking, habitual, and complex buying behaviors.
Examples of online shopping behavior include:
Comparing prices across different websites
Reading product reviews before buying
Adding items to a cart and leaving them there for later
Browsing categories without a specific item in mind
Using coupons or promo codes
Impulse buying based on deals
Relying on product recommendations
Checking delivery tracking updates
Returning items purchased online; essentially,
Any action a consumer takes while shopping on an online platform to research,
Select, and purchase a product.
Key aspects of online shopping behavior:
Convenience: Shopping at any time, from anywhere, without needing to physically visit a store.
Price Comparison: Checking prices on multiple websites to find the best deal.
Product Research: Reading reviews and checking product specifications before buying.
Cart Abandonment: Adding items to a cart and leaving them there without completing the purchase.
Impulse Buying: Making unplanned purchases due to attractive deals or promotions.
Personalized Recommendations: Relying on suggestions based on past purchases or browsing history.
Social Influence: Checking reviews from friends or following social media recommendations.
Delivery Tracking: Monitoring the status of an order once it’s placed.
Factors affect online shopping behavior, including:
Consumer factors
Demographics: Age, gender, and other personal characteristics
Experience: Previous online shopping experiences and knowledge of using the internet
Trust: Whether the consumer trusts the online store
Website factors
Design: The look and feel of the website
Quality: How well the website functions and is easy to use
Social factors
Social media: How consumers use social media to research products and share recommendations
Peer reviews: What other consumers say about the product or service
Product factors
Price: The cost of the product
Availability: Whether the product is in stock
Product details: The product’s description and specifications
Other factors
Sales promotions: Special offers and discounts
Payment options: The payment methods available
Delivery: How the product will be delivered
After-sales services: How the seller supports customers after purchase
Researchers have found that these factors can influence a consumer’s attitude toward online shopping, their intention to shop online, and their decision-making process.
Positive impacts:
Convenience: Eliminates the need to physically travel to stores, allowing for shopping anytime and anywhere.
Price comparison: Easy access to multiple retailers’ prices, enabling consumers to find the best deals.
Product variety: Access to a wider range of products compared to a single brick-and-mortar store.
Personalized shopping: Targeted recommendations based on past purchases and browsing behavior.
Customer reviews: Access to feedback from other customers to inform purchase decisions.
Cost-effectiveness: Potential for lower prices due to reduced overhead costs for retailers.
Negative impacts:
Impulsive buying: Easy access to products can lead to unplanned purchases.
Delivery delays: Uncertainty regarding delivery timeframes can be frustrating.
Privacy concerns: Potential for personal data collection and misuse by retailers.
Lack of tactile experience: Inability to physically examine products before purchase can lead to dissatisfaction.
Return complexities: Potential challenges with returning unwanted items.
Environmental impact: Increased packaging and delivery emissions due to online orders.
Conclusion
Online shopping behavior is the process of searching for, buying, and using products and services online. It includes comparing prices, reading reviews, and deciding on after-sale services.
READ: How Online Shopping advanced with Technology