Literature review on online shopping

This is not an example of the work written by our professional essay opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of uk ds: literature review online shopping, online shopping lit r 2 literature uction to literature chapter will mainly discuss on the study that are done by previous research of other authors in the similar area of the present study. Throughout this chapter, there will be comprehensive discussion on theoretical and practical views of previous studies done in online shopping and offline shopping for apparels. This study combines factors that other studies have done that will influence the consumer's purchasing decision in online and offline stores for apparels. All of these factors will contribute to the study of customer's purchasing intention for apparels on both stores which includes online and offline shopping. In online shopping, it is expected that shoppers are more likely to associate price attractiveness and time saving with their intention to shop while in offline shopping, consumers are more likely to associate tangibility, high interactivity and enjoyment with their intention to shop. As a result, online marketers or retailers should be aware of the problems faced by the consumers and their perceived risk to increase their intention to shop in online. To monsuwe, delleart and ruyter (2004), there are five external factors to understand consumer's intention to purchase in the internet which is the consumer personality, situational factors, product characteristics, previous online shopping experiences and the trust in online shopping. Consumer's trait includes their demographic factors such as age, income, gender and educational level will lead them to have the intention to shop online. For age factor, consumers that are aged under 25 has more potential to shop in online because of their interest in using new technologies to search for product information and compare and evaluate alternatives (wood, 2002). For educational level, higher educated consumers are more likely to use the internet for their shopping medium because they are more computer literate (burke, 2002). Geographical distance is referred to as the far distance between the consumer's residential area and the shopping mall. In an online context, lower tangibility of a product is caused by the lack of physical contact and assistance in the shopping process; consumer's intention to shop on the internet will be low when there is a need to seek advice from a salesperson regarding the considered product (monsuwe, et. Factor that influences the consumer's intention to purchase in online is the previous online shopping experiences. Consumers will continue to shop in the internet in the future is because they are satisfied with the online shopping experience and it was evaluated positively (shim, eastlick, lotz and warrington, 2001). Consumer's perceived risk will tend to reduce when they are satisfied from the shopping experiences (monsuwe, delleart and ruyter, 2004). Last factor that will influence consumer's intention purchase in online is the trust in online shopping. According to lee and turban (2001), reasons that consumers choose not to shop online is because consumers lack of trust in online shopping. Attitude towards security transaction such as payment security, consumer information privacy, return policy, and product shipping guarantee predicts online purchasing intentions for apparels product (kim, et. Similarly, consumer's trust towards online shopping is based on the level of security and is a form of monetary that people use for any transactions. In an online context, consumers are more likely to depend on the price cues to determine the quality of a product which are presented in the web site because they cannot see or touch the actual product (jiang and rosenbloom, 2005).

Literature review on online advertising

The study of so, wong and sculli (2005) resulted that when there is the presence of promotional offers, consumers will have higher intention to purchase in web-shopping; purchasing decisions and choice making from alternative evaluations can be made easily when there is the presence of promotional ing to xia and monroe (2009), their study resulted that consumers with a shopping goal are more responsive towards promotional messages such as "pay less" and "discount" while consumers without shopping goal are responsive towards promotional messages such as "save more" and "free gift". Cited from (monroe, 2003) that price promotion have several benefits such as to increase demand, adjust fluctuations in supply and demand, and increasing consumers' purchasing over we know that online shopping requires shipping fees for product delivery. In online shopping, consumers are able to compare prices on the internet in different web sites and they will have the material benefit because they can analyze and compare prices based to enhance their decision to purchase (liu, he, gao and xie, 2008). According to jin and kim (2003), diverse consumer groups with various motivations and economic conditions can be satisfied through discount stores that are available in g factor will also contribute to the shopping convenience. Similarly agreed by jayawardhena and wright (2009), shoppers who value convenience can obtain the benefits of product and services with less money spent and this would have a positive relationship with shoppers' excitement; increasing search efficiency by eliminating travelling costs and psychological costs brings convenience in is also perceived as one of a factor that relates with intention to purchase in a shopping context. According to hansen and jensen (2009), accomplishing the shopping trip as soon as possible refers to the time-saving oriented consumers and they prefer store choices favoring quick shopping; people who dislike shopping and approaching for time saving retail stores refers to the economic shoppers or known as "problem-solvers". Online shopping, it requires less effort and better decision making for consumers who opt to purchase at the e-store (jiang and rosenbloom, 2005). Shoppers may save their time in e-shopping because they do not have to go through any effort on travelling to a mall or saving their time in other psychology factors such as traffic jam etc. Online shopping increases search efficiency by eliminating travelling costs and psychological costs brings convenience in e-shopping (jayawardhena et. Comparing online and traditional shopping, alreck and settle (2002) found that internet shopping was viewed as saving more rs who value convenience can obtain the benefits of product and services with less effort and this would have a positive relationship with shoppers' excitement (jayawardhena et. Ordered products are directly delivered to the door is the greatest interest to many consumers because online shopping does not requires us to leave the hours or office (chen and chang, 2003). According to monsuwe, delleart and ruyter (2004), the main drive of online shopping is that the internet is time saving and accessible 24 hours a day. Shopping in the internet saves time and effort because consumers are able to shop any time in the comfort of their home; especially for consumers who have little amount of free time because of extended working hours (wolfinbarger and gilly, 2001). Expect timely delivery in the online store as they browse and "internet shopping" is just alike as they visit the "offline stores" and they "create order transaction" just like they "purchase the product" (ahn, ryu and han, 2004). In the previous study of koyuncu and bhattacharya (2004), the researchers found that online shopping offers better prices on the products and it allows consumers to shop more quickly than other shopping alternatives, and this will lead individual to be inclined to increase their shopping from the internet. According to monsuwe, delleart and ruyter (2004), online shopping requires least effort, inconvenience and time investment for consumers to browse the whole product-assortment; consumers can make the correct decisions efficiently because they can gain vital knowledge about firms, products and ers also expected that product delivery in online shopping will be quicker compared to offline stores and timely delivery on their convenience time; factors that keep consumers satisfy in using internet as a tool for shopping is timely and reliable delivery (ahn, ryu and han, 2004). Broekhuizen and huizingh (2009) expected the relationship between time or effort savings and purchase intentions is strengthen; consumers will place more emphasis on the time and effort savings once they have experienced how little time and effort takes to make an online purchase. Liu, he, gao and xie (2008) suggested that to save customer's time and fully reflect the convenience of online shopping, e- marketers should strengthen the web site's transaction capability and make sure all operations can be completed ved risk is defined as consumer experiencing consequences or the amount of uncertainty in contemplating as particular purchase decision. Shopping on the internet which is a new medium for consumers will be a challenge for them because shopping on the internet is relatively new and consumers have less experience with it (monsuwe, delleart and ruyter, 2004). According to sorce, perotti and widrick (2005), perception of convenience in the internet and its informative sources will positively affect good decision making for online shopping but the decision will be negatively influenced when there is high perceived risk.

From the research of so, wong and sculli (2005), excessively worries of security from the perceived risk will lead a consumer to decide not to conduct web-shopping. Purchasing occurs in an online environment especially for products such as apparels, it can't be denied that consumers will have the feeling of unsecure regarding the product information and the actual material and color that they will receive by viewing the display in the website. According to burke, (2002); parasuraman and zinkhan, (2002), in internet shopping, there will be risk involved, privacy, security, visual appeal, delivery terms, form of payment and product information. Besides that, quality of a product cannot be physically checked by the consumers and the security of sending sensitive personal and financial information while conducting online shopping cannot be monitored by the consumers (lee and turban, 2001). Attitude towards security transaction such as payment security, consumer information privacy, return policy, and product shipping guarantee predicts online purchasing intentions for apparels product (kim and kim, 2003). Perceived risk in online shopping can be reduced in terms of appropriate description the product. Internet marketers must also create trust with online buyers so to lower the buyer's perceived risk. There is an important moderating effect on trust with the relationship between consumers' attitude toward internet shopping and intention to shop online (monsuwe, dellaeart and ruyter, 2004). Risk can be reduced when the consumers are more familiar with the online technologies (kleijnen, 2007). Similarly, bucklin and sismeiro (2003) state that consumer's skills are more advanced when they learned how to shop through a site this will increase their efficiency in shopping. According to lotz, eastlick and shim (1999), the emotion that has been considered as the key experience that attracts customer to a shopping mall is excitement. Similarly, as the web site's shopping is more enjoyable, consumers are more likely to purchase a product (monsuwe, delleart and ruyter, 2004). Also associate shopping with enjoyment and excitement which they would think is a fun activity to them regardless in an online or offline context. Enjoyment is defined as the extent to which online shopping is perceived to be personally enjoyable and fun (chiu, chang, cheng and fang, 2009, p. In offline shopping, consumers may associate enjoyment and excitement in the shopping mall environment with their friends or family. According to the research of dennis (2002), he suggests that offline shopping will be more enjoyable than online shopping as regarded by the consumers. Hunter, (2006) suggested that retailers should increase the level of positive emotions in their shopping mall by creating an exciting and happy research of millan and howard (2007) resulted that hungarian shoppers visited shopping centers for both utilitarian and experiential reasons; some viewed shopping as a leisure activity accompanied by somebody and enjoyed looking around while accomplishing their shopping task. Rajamma, paswan and ganesh (2007) suggested that there is a higher importance to the enjoyment aspect of shopping for consumers who prefer to shop in offline stores compared to those consumers who feel comfortable purchasing from the internet. Otieno, harrow and lea-greenwood (2005) stated that women enjoyed shopping because of the fashion, trends, fun, for browsing, felt special, looked good on the apparels, claimed to be "shopaholic", retail therapy, forget other problems, love for clothes, in online shopping, consumers is expected to relate enjoyment and excitement with the experience absorbed in the purchasing process and the excitement level is expected to arise during the product delivery process. According to broekhuizen and huizingh (2009), online shopping causes enjoyment which is fun and playful rather than from shopping task completion; customers may regard the purchase of goods in online shopping as an experience and the perceived entertainment will be regarded as enjoyment to ers tend to browse more, engage in more unplanned purchasing and seek out more stimulating products when they feel pleasant and aroused in the shopping environment (monsuwe, delleart and ruyter, 2004).

Consumer's intention to return should increase as the extent a consumer associate excitement with an e-tailer increase; as the psychological cost reduces, the online shopping experience will be more enjoyable and therefore creates excitement (jayawardhena and wright, 2009). Consumers will have more positive attitude when they enjoy the experience of online shopping and are more likely to adopt internet as a shopping medium; potential of entertainment of online shopping will reflect consumers' enjoyment (monsuwe, delleart and ruyter, 2004). From the research of jayawardhena and wright (2009), it resulted that the assessment of the e-tailing environment leads the customers to enjoy the shopping experiences; they also found that positive word of mouth will be created when it is influenced by the excitement less of online or offline shopping, retailers should put in more effort to create better environment so that shoppers are able to shop in positive emotions and enjoy the shopping process. The study of liu, he, gao, and xie (2008) stated that the page desigh, layout and color match will bring the first impression to the visitors; thus e-tailers should design comfortable and pleasing pages to attract customers and prolong their stay so that it will increase the possibility of less of online shopping or offline shopping, tangibility is expected to be a factor that consumers will consider during the purchasing process. Consumers are particular about the tangibility of a product is because they need the security and assurance of the product purchased is in a good condition and assurance of purchasing the right ing to kotler (1974); bitner (1992); solomon, suprenent, czepiel and gutman (1985), assurance is important to capture confidentiality, shopping security, complaint resolution, problem solving and warranties. In an online shopping environment, consumers are not associated with a physical location while they are only communicating with a machine and not human being (ekeldo and sivakumar, 2004). With the inability of consumers to feel and touch the product in an online context because online retailing lacks the tangible features, it makes it difficult to market those products on the internet. Paswan and ganesh (2007) stated that offline shopping will be perceived in higher tangibility level because of its physical location and buildings that consumers can attached with the sensory cues; while in online shopping are by definition but in virtual. Monsuwe, delleart and ruyter (2004) states in an online context, lower tangibility of a product is caused by the lack of physical contact and assistance in the shopping process; consumer's intention to shop on the internet will be low when there is a need to seek advice from a salesperson regarding the considered product. Internet shopping, product such as books, cd's, videotapes, groceries and flowers which is more familiar will have higher potential to be purchased by the consumers (grewal, iyer and lavy, 2004) while products such as car, computers, perfume, perfume or lotion has the lower potential to be purchased by the consumer because it requires more personal knowledge and experience (elliot and fowell, 2000). Some consumers may perceive that the items offered in online shopping will be difficult to choose than offline shopping because they need to seek advice from sales personnel (hansen and jensen, 2009). Reduce insecurity in online shopping, designers must take note of consumers' needs because the usability is the starting point to get the confidence and support of the consumers; besides that, tangibility also helps to reduce heterogeneity of the web site in the supply of the service and to improve quality control (alzola and robaina, 2006). This statement is also parallel with the study of liu, he, gao, and xie, (2008) where they suggested that because the products are intangible in the online shopping environment, detailed and complete product information should be provided; to know the quality of a product, consumer can only rely on the pictures and description on the web page because they are unable to feel and touch the product. The terms of interactivity in an online context is based on the detailed information given, easy-to-read or descriptive information is available (park and stoel, 2005) and also the degree of communication between the buyer and the seller. In an offline context, interactivity will be based on the atmosphere of the shopping mall and also the interaction between the consumer and the shop's highlight the term of "atmospheric", consumer's purchasing probability is enhanced through purposefully design the buying environment to produce specific affective responses in shoppers (kotler, 1973-1974). The research of ballantine (2006) resulted that the satisfaction of customer increases when the level of interactivity provided by an online shopping environment increase; and similarly the consumer's satisfaction is also increased when the greater number of attributes provided on a per-product basis; similarly, dholakia and zhao (2009) agreed that the shoppers were more satisfied when there are higher interactivity level compared to lower interactivity level web ch done by dholakia and zhao (2009) resulted that online shoppers' satisfaction and behavioral intention is influenced by both objective and subjective interactivity. To show that online vendors are customer-oriented, a quick response is requested to reduce uncertainty of the customers (gummerus, liljander, pura and van riel, 2004). Interactivity is also known as contact which refers to the availability of assistance through telephone or online representatives (parasuraman, zeithaml and malhotra, 2005). In order to enhance interactivity in an online context, a web site should convey the excitement of shopping, attracting consumers to browse more and let them know more about the products than other shops (demangeot and broderick, 2006). Various components of the shopping process that will affect one's online experience ad overall shopping process must be aware by the internet marketers (chen and chang, 2006).

This study, store type is divided into two, which is online store and offline store. Online stores are stores that sells product but through a virtual medium; offline shopping is also known as bricks and mortar that sells product and has a face-to-face communication between the buyer and seller. Bricks and mortar is also known as shopping malls because it has a physical location where consumers can visit. Consumer's lifestyle is affected by the role of shopping malls (terblanche, 1999) because it can act as a community centre for public and other recreational activities (ng, 2003). Shopping mall also offers entertainment and provides other utilitarian needs to consumers such as stores, food courts and restaurant, children's amusement centre, cinemas and relaxation spaces (terblanche, 1999). In the factor of assurance which acts as the shopping security and consumer's confidence in purchasing a product, bricks and mortar stores has higher level of assurance due to their higher degree of tangibility and face-to-face communication (rajamma, et al. In the research of el-adly (2007), the factors contribute to shopping mall attractiveness is comfort, entertainment, diversity such as availability and variety of product offered, mall essence such as products' quality, convenience such as ease of reaching the mall and lastly is luxury which includes that popularity of the mall and attractive appearance of the the other hand, store types consists of online shopping which defines as consumers use the online stores until the transactional stage of purchasing and logistic (monsuwe, et al. Shopping in the internet can let consumers choose variety of products that are available (rajamma, paswan and ganesh, 2007); besides that, consumers do not have to change to street clothes and drive to a store when shopping in online. According to pan (2007), online shopping is convenient for busy people because consumers can buy stay-at-home and they do not need to go are five advantages of online shopping stated by grewal, iyer and lavy (2004). Second, with the existence of online shopping, consumers can obtain the knowledge of a product efficiently so that they can make better purchasing decision while shopping. Third, consumers can compare product features, availability and prices easily, effectively and efficiently than traditional shopping stores. Fourth, consumers can be assured of anonymity when purchasing sensitive products because internet shopping provides a level of anonymity. Fifth, consumers can do online shopping if they perceived that traditional shopping has a high level of time and cost to invest because the level of convenience for online shopping is r, there are also disadvantages that we can find in online shopping. According to pavlov, liang and xue (2007), consumers are very concerned in online transaction because they are concern about the uncertainty and risk. Besides that, contact and interactivity between the seller and buyer in an online context is also very important and it is vital to be applied in e-shopping. It is just a matter of how consumers are willing to take the risk and choose the better way for them to obtain certain products or services using different store y of literature the literature review, many authors have done their research on the customer's perceived risk when shopping in the internet. There is few articles available which compares the factors contributing the intention to purchase in online and offline shopping for apparels. See our privacy policy and user agreement for er perception towards online shopping ( literature review ). Gulaganji, intern at volvo eicher commercial hed on nov 12, is a literature review ppt,topic is " consumer perception towards online shopping ". You sure you want message goes the first to t at dibrugarh er perception towards online shopping ( literature review ).

Literature review is an evaluative report of information found in the literature your selected area of study. Works which are irrelevant discarded and those which are peripheral should be looked at of literarture review. These conclusions are derived from a factors, such as price and overall shopping is the process of buying goods and services from merchants over et. Since the emergence of the world wide web, merchants have sought to products to people who spend time online. To study the marketing strategies of online ary data refers to data that was collected by someone other than the sources of secondary data for social science include censuses, ted by government departments, organizational records and data that ally collected for other research purposes. Gender difference in consumer’s perception of online consumer reviews” ng bae (2011) from journal of “international journal of management ation technology”. Online shopping customer satisfaction and loyalty in norway” by ali,Pervaiz, sankaran, sudha (2011) from journal of “lambert academic. A study on consumers attitude towards online shopping in china” by ti jaafar (2011) from journal of “international journal of business science,vol 2”. Exploring the influence of inline consumer perception on ion as exemplified with an online bookstore. Perception towards online shopping: an empirical study of ers” by zia ul haq (2008) from journal of research in commerce and. Web based shopping: consumers attitudes towards online shopping“ n chen (2005) from journal of “electronic commerce research vol. Customer perception to words online shopping “ by parasuraman (2002) l of “academy of marketing science, vol 07”. The findings show that internet usage has increased over the years and it g to an increase in online shopping and also shows the tion towards online shopping. Communication still forms the ty among the large number of online shoppers as 32% of regular r use internet for communication as compared to shopping (10%). Online shopping is affected by demographics as it has been seen that are shopping online as compared women online shoppers. The most important motivating factor, which influenced the online shopping,Was convenience followed by time saving and price. One of the main concerns among the online shoppers was privacy and r reason that hindered online shopping was the touch factor. Consumers to shop online and working on factors that affect consumers online will help marketers to gain the competitive edge over others. The hypothesis framed for the project consumer perception towards ng was online shopping is beneficial for the consumer. From the analysis it can be determined that most of the respondent would agree durable goods online rather than shopping of durable goods with the.

Customer still they have belief that online shopping is expensive, delayed ry of products and service. Most of the customers are facing return of bad / wrong product, confusing sites and ineffective ng techniques: project-based course - linkedin neuroscience of course - linkedin ng the basics of course - linkedin er perception towards online shopping final subhasish er perception towards online er perception towords online shopping report (literature review ). Shopping shopping report-6 month shopping ing online shopping - consumer’s perception on online sent successfully..