A Qualitative Analysis to Research Consumers' Purchasing Intention from Online Shopping Platforms

This article aims to examine in-depth the elements that affect consumers' intentions to purchase from online shopping platforms, as well as the underlying causes for these elements. One of the study's objectives is to examine in-depth the fundamental motivations and perceptions that direct consumers' purchasing intentions, as well as the emotions that are affected by them. The study method was chosen as qualitative analysis, and the sample included 25 participants who experienced online shopping. Descriptive content analysis was performed by analyzing the participant data with the MAXQDA analysis program. Nine distinct codes were discovered upon examination of the research outcomes. The acquired data, along with their analysis and figures, are presented separately. Following the investigation, a model was developed that illustrates the elements influencing consumers' intents to make purchases from online retailers as well as the underlying causes of these elements. Convenience and cost are the two amazing aspects that the model indicates have an impact on customers. It was determined that the time factor is the fundamental component for these factors. One of the study's findings is that consumers' ability to make comparisons is evaluated based on the time factor. Another finding is that it is supported in terms of price and convenience based on the opinions of other customers and the trust factor. While the literature generally focuses on quantitative research, this study examines consumers' online shopping motivations, perceptions, and emotions in depth. In this respect, the originality of the study is revealed. To businesses, it is recommended that consumers reduce their time costs and focus on the trust they can create in consumers by providing opportunities for comparison and feedback.