Online Shopper Behavior: Influences of Online Shopping Decision

DOI 10.14707/ajbr.110012

Chayapa Katawetawaraks   SCG Trading Services Co. Ltd

Cheng Lu Wang   University of New Haven

Recent research has shown an interest in investigating consumer motivations that affect the online shopping behavior. It is yet to understand what factors influence online shopping decision process. The objective of this study is to provide an overview of online shopping decision process by comparing the offline and online decision making and identifying the factors that motivate online customers to decide or not to decide to buy online. It is found that marketing communication process differs between offline and online consumer decision. Managerial implications are developed for online stores to improve their website.

Keywords:  Online shopping, online shopper behavior, online shopping decision

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