Factors influencing customers' decision to buy in online stores

Margarita Išoraitė () and Gintarė Gulevičiūtė ()
Additional contact information
Margarita Išoraitė: Vilniaus kolegija / Higher Education Institution, Lithuania
Gintarė Gulevičiūtė: Vilniaus kolegija / Higher Education Institution, Lithuania

Entrepreneurship and Sustainability Issues, 2023, vol. 11, issue 2, 227-236

Abstract: This article explores the factors influencing customers' decision to buy in online stores. The literature analysis showed that previous studies related to the factors influencing the decision of customers to buy in online stores focused on risk perception, online shopping features, price, convenience, online customer loyalty programs and online accessibility. Qualitative research – in-depth interviews were used by incorporating participants from a broad spectrum of online shopping categories (universal shop, food and beverage, clothing, consumer electronics, personal care and beauty, digital services). The research questions were related to the purpose of the research. The authors seek to clarify which factors of online stores influence the purchase decision. The study results showed more in-depth characteristics of online shopping and discovered the link between online shopping and consumer intentions. After the research, product categories mainly focused on e-commerce, factors leading a consumer to make a repeated purchase in an online shop, and factors encouraging consumers to shop online in the future were defined.

Keywords: marketing; online decision; buyer; customer decision to buy (search for similar items in EconPapers)
JEL-codes: A20 A22 C40 C83 I21 L80 M20 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://jssidoi.org/jesi/uploads/articles/42/Isora ... in_online_stores.pdf (application/pdf)
https://jssidoi.org/jesi/article/1138 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:11:y:2023:i:2:p:227-236

DOI: 10.9770/jesi.2023.11.2(16)

Access Statistics for this article

Entrepreneurship and Sustainability Issues is currently edited by Manuela Tvaronaviciene

More articles in Entrepreneurship and Sustainability Issues from VsI Entrepreneurship and Sustainability Center
Bibliographic data for series maintained by Manuela Tvaronaviciene ().