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Factors influencing customers' decision to buy in online stores

Author

Listed:
  • Margarita Išoraitė

    (Vilniaus Kolegija / Higher Education Institution, Lithuania)

  • Gintarė Gulevičiūtė

    (Vilniaus Kolegija / Higher Education Institution, Lithuania)

Abstract

This article explores the factors influencing customers' decision to buy in online stores. The literature analysis showed that previous studies related to the factors influencing the decision of customers to buy in online stores focused on risk perception, online shopping features, price, convenience, online customer loyalty programs and online accessibility. Qualitative research – in-depth interviews were used by incorporating participants from a broad spectrum of online shopping categories (universal shop, food and beverage, clothing, consumer electronics, personal care and beauty, digital services). The research questions were related to the purpose of the research. The authors seek to clarify which factors of online stores influence the purchase decision. The study results showed more in-depth characteristics of online shopping and discovered the link between online shopping and consumer intentions. After the research, product categories mainly focused on e-commerce, factors leading a consumer to make a repeated purchase in an online shop, and factors encouraging consumers to shop online in the future were defined.

Suggested Citation

  • Margarita Išoraitė & Gintarė Gulevičiūtė, 2023. "Factors influencing customers' decision to buy in online stores," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 11(2), pages 227-236, December.
    • Handle: RePEc:ssi:jouesi:v:11:y:2023:i:2:p:227-236
    DOI: 10.9770/jesi.2023.11.2(16)
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    References listed on IDEAS

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    1. Fernandes, Semila & Venkatesh, V.G. & Panda, Rajesh & Shi, Yangyan, 2021. "Measurement of factors influencing online shopper buying decisions: A scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
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    More about this item

    Keywords

    marketing; online decision; buyer; customer decision to buy;
    All these keywords.

    JEL classification:

    • A20 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - General
    • A22 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Undergraduate
    • C40 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - General
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • L80 - Industrial Organization - - Industry Studies: Services - - - General
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General

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