What Is Online Shopping?

2.1 LITERATURE REVIEW

Online Shopping is a current phenomenon which has developed a great importance in the modern business environment. The evolution of online shopping has opened the door of opportunity to exploit and provide a competitive advantage over firms (Kumar, 2014). Since the late 1990s, online shopping has taken off as an increasing number of consumers purchase increasingly diversified products on the Internet (Zhou, 2007). Online shopping is among the most popular activities of the internet, yet the reasons why consumers buy online are still unclear. Although it is implied that consumer acceptance of online shopping is affected by different products not many studies have adopted this view (Keisidou, 2011). According to Nielson

A recent survey carried out from Focus BARI (2008), reported that 23% of Greek Internet users have purchased products from online stores and their population size was estimated to 690,000 people. Thus, in order to obtain a thorough point of view regarding Greek online shopping and the reason of its denial from quite a large group of Internet users, this study is aimed to examine the perceptions of adopters and non-adopters of online shopping in terms of demographic profile, consumers’ expectations of online stores, as well as, its particular advantages and problems. It is worth mentioning that adopters are Internet users who have purchased online, while non-adopters are Internet users who have never purchased online. Experience with online shopping is found to correlate positively with consumers’ likelihood to shop online. The more experienced consumers are with online shopping and the more satisfied they are with past online transaction experiences, the higher their purchases amounts and the more likely they are to be repeated purchasers [Brown et al. 2003; Devaraj et al. 2002; Foucault and Scheufele 2002; Koivumi 2001; Moe and Pader 2004; Park and Jun 2003; Pires et al. 2004; Yang and Lester 2004] and the lower likelihood of them aborting an intended online transaction [Cho 2004]. This is supported by the extended Technology Acceptance Model, which suggests that increased user experience has positive effect on users’ attitudes toward technology and the mastering of that technology [Venkatesh and Morris