Analysis of the Factors Impacting the Online Shopping Decision-Making Process

Mican Daniel () and Sitar-Taut Dan-Andrei
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Mican Daniel: Babeş-Bolyai University,Romania
Sitar-Taut Dan-Andrei: Babeş-Bolyai University,Romania

Studia Universitatis Babeș-Bolyai Oeconomica, 2020, vol. 65, issue 1, 54-66

Abstract: Selecting online the most suitable product or service can be a draining process, and the broad diversity of products on retailers’ websites is overwhelming. Following this, there has been a high interest in examining buyers’ motivations and recognizing the determinant factors that affect the decision-making process in the case of online shopping. Hence, in this article, we carried out an empirical study and we analyzed to what extent certain factors such as product features, confidence in the online shop, product reviews, product price, consumer evaluations, the trust of the sources, usability of the online shop, convictions and commitment to the brand, product notoriety, consumer loyalty programs, WOM, and eWOM influence the purchasing decision. The findings reveal that the most significant variables determining the acquisition decision are product features, confidence in the online shop, reviews of the product, product price, and evaluations of customers from trusted sources. The most relevant information resources are trustworthy websites that offer specialized product reviews and reliable websites that offer customer product reviews.

Keywords: Purchase decision; Online shopping behavior; Consumer decision-making process; E-commerce (search for similar items in EconPapers)
JEL-codes: L81 M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:subboe:v:65:y:2020:i:1:p:54-66:n:4

DOI: 10.2478/subboec-2020-0004

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