Online Consumer Behaviour

891 Words4 Pages
Cass and Fenech (2003) in their study named “ Web Retailing Adoption: Exploring the nature of internet users web retailing behaviour” focussed on examining how internet users adopt web for retail usage. They used a technology acceptance model as a framework to explore acceptance of this technology for retail usage. To measure the attitude of consumers towards web retailing the impact of several parameters such as opinion leadership, buying impulsiveness, internet self-efficacy, perceived web security, satisfaction with websites, web shopping compatibility were evaluated. The results indicated that the various antecedents as mentioned above being used in the study differentially affects the beliefs of internet users ( perceived usefulness…show more content…
The study also investigated four types of online new Zealand buyers – trial, occasional, frequent and regular online buyers and the way they perceive websites differently. The findings of the study revealed that website design, website reliability, website security and website customer service are the four dominant factors which influence consumer perceptions of online purchasing. The different types of online buyers have different evaluations of website design and website reliability but have a similar evaluation of website security and website customer service. The research also indicated that website reliability was the best satisfying aspect in relation to online buying and website security was the least satisfying…show more content…
The findings of the study revealed that consumers perceive internet shopping more attractive in comparison to traditional shopping. Easiness in placing orders through websites, ease of priced comparison, ability to search and select variety of alternatives were several attractive attributes of online shopping. The consumers are highly concerned about security and privacy issues in online shopping. The study provides insights for the marketers of apparels for effective management of their shopping
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