The multiple regression analysis demonstrated the most significant determinants of consumers’ attitudes towards online shopping. The results indicated that utilitarian orientation, convenience, price, and a wider selection influenced consumers’ attitudes towards online shopping. Therefore, e-retailers should emphasize a more user friendly function in order to provide utilitarian customers a way to find what they need efficiently. The thesis of (Delafrooz, 2009), found that the level of online shopping intention was relatively high and direction of attitude towards online shopping was positive among the postgraduate students. Moreover, it was found that utilitarian orientation and hedonic orientation, perceived benefits and demographic characteristics (gender, age, and income) were significantly and positively correlated with the attitude towards online shopping.
Online Shopping Behaviour in the Digital Era Abstract Recent study has shown an interest in indicating consumer motivations that affect the online shopping behavior. Definitely, it is developing a conceptual model that addresses consumer value perception for using online shopping versus the traditional shopping. A lot of data showed that such factors like good quality ,price, service and treat quality are completely impact perceived value and purchase intents in the offline and online network. Consideration of online and offline buyers can be classify to see how value is established in both ways. It is hitherto to recognize what factors influence online and offline shopping choice progression.
The level of this behavior varies according to the characteristic of the consumers. In this context, it can be stated that hedonic shopping differentiates based on gender, that men show more rationalist purchasing behaviors, and that women do shopping with the expectation of pleasure (Jackson et al., 2011). Furthermore, hedonic consumption habits have positive effects on the desire to purchase. Consumers acting more with a hedonic instinct are individuals who spend more time shopping during their free time, like looking around, buy definitely something during shopping and make use of credit card installments. Such behavior is also affected by the design of the shopping center and visual and audial aspects (Budisantoso and Mizerski, 2010).
As the online retailing market becomes increasingly competitive, online sellers have shifted their attention from inducing consumers to adopt their online channels to motivating consumers to purchase through these online channels. The customers are motivated and attracted by various characteristics and attributes of online shopping websites offered by online sellers. Marketing scholars have suggested that the values motivating consumers to engage in retail shopping includes both utilitarian and hedonic dimensions (Babin et al., 1994). Utilitarianism is a theory in normative ethics holding that the moral action is the one that maximizes utility or functionality. The utilitarian dimension is concerned with instrumental or functional value of an object/consumption (Batra & Ahtola, 1990).
In other terms, this means that the excellence of the product holds no importance if the target and potential buyers are unlikely to be online. Although the online shopping environment is favorable i.e. the product uniqueness have electronic appeal together with consumer familiarity and trust in purchasing, consumers may still be reluctant to online shopping. This is possibly caused by consumers’ preference of using traditional shopping modes to shopping online (Delafrooz et al., 2009). Alternatively, they may control from continually visiting the store and their shifting tendency may eventually reduce the profit margin of the concrete stores.
Shopping free of sales people, strangers, no negotiations with sale people. Traditional shopping environment includes social interaction (Wolfinbarger and Gilly, 2001). 11) Anonymity Interest of consumer to protect their privacy (Ref). Utiritarian motivations when shopping for groceries online mainly include ..... 2.5.3 Hedonic motivations Previous research suggested that the role of emotions, fun and pleasure in consumer behaviour plays crucial
The things that influence individual to form hedonic behavior are individual goal, individual pleasure expected which is categorized into two groups: pleasure over product quality and pleasure over self-experience, self-control, and other aspects. Sarkar (2011) claimed that hedonic buying which involved emotional aspect and high involvement can also require two aspects namely physiological and psychological aspects. Physiological is characterized by high involvement in the purchase of a product, while psychological is marked with the encouragement of the self as internal factors that give the power to someone in the purchase. The study of Veenhoven (2003) has two points of view on hedonic buying, that is nation-level hedonic and individual-level hedonic. The result of the research shows that nation-level hedonic had positive correlation with accepted moral happiness and active recreation, meanwhile individual-level hedonic had correlation with attitude and hedonic action itself.
Consumer Buying Behavior make reference to the buying behavior of the final consumer. Numerous factors and characteristics impact the individual in what individual is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands individual purchase or the retailers individual goes. A purchase decision is the result of every single one of these factors. An individual and a consumer is driven by culture, social class, family, personality and psychological factors
Thus, the easy accessibility of Internet usage has lead the consumers to shop online. A 2001 research by University of California, Los Angeles (UCLA) communication policy stated that “online shopping is third most popular activity on the internet after email
Such a positive emotion may directly affect the consumer’s purchase behaviour. Booth and Shepherd (1988) argued that cultural and economic factors, consumer’s personality, attitudes, values and emotions, affect consumers’ decision making process regarding food selection. Aaker (1991) reveals that the origin label is an important source of value added to European agri-business. Kotler (1994) identified that consumer buying behaviour is influenced by cultural, social, personal and psychological factors. Steenkamp (1996) identified that biological, psychological and socio - demographical consumer’s characteristics, marketing of the product, economic and cultural environment affect consumers’ purchasing decisions.