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Analysis of the Factors Impacting the Online Shopping Decision-Making Process

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  • Mican Daniel

    (Babeş-Bolyai University,Romania)

  • Sitar-Taut Dan-Andrei

    (Babeş-Bolyai University,Romania)

Abstract

Selecting online the most suitable product or service can be a draining process, and the broad diversity of products on retailers’ websites is overwhelming. Following this, there has been a high interest in examining buyers’ motivations and recognizing the determinant factors that affect the decision-making process in the case of online shopping. Hence, in this article, we carried out an empirical study and we analyzed to what extent certain factors such as product features, confidence in the online shop, product reviews, product price, consumer evaluations, the trust of the sources, usability of the online shop, convictions and commitment to the brand, product notoriety, consumer loyalty programs, WOM, and eWOM influence the purchasing decision. The findings reveal that the most significant variables determining the acquisition decision are product features, confidence in the online shop, reviews of the product, product price, and evaluations of customers from trusted sources. The most relevant information resources are trustworthy websites that offer specialized product reviews and reliable websites that offer customer product reviews.

Suggested Citation

  • Mican Daniel & Sitar-Taut Dan-Andrei, 2020. "Analysis of the Factors Impacting the Online Shopping Decision-Making Process," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 65(1), pages 54-66, April.
    • Handle: RePEc:vrs:subboe:v:65:y:2020:i:1:p:54-66:n:4
    DOI: 10.2478/subboec-2020-0004
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    References listed on IDEAS

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    1. Chen, Jie & Teng, Lefa & Yu, Ying & Yu, Xueer, 2016. "The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence," Journal of Business Research, Elsevier, vol. 69(2), pages 467-475.
    2. Floyd, Kristopher & Freling, Ryan & Alhoqail, Saad & Cho, Hyun Young & Freling, Traci, 2014. "How Online Product Reviews Affect Retail Sales: A Meta-analysis," Journal of Retailing, Elsevier, vol. 90(2), pages 217-232.
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    More about this item

    Keywords

    Purchase decision; Online shopping behavior; Consumer decision-making process; E-commerce;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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