Exploring Motivators and Inhibitors in Online Shopping: An In-depth Analysis of Consumer Decision-making Processes

Abstract

This study seeks to explore the dynamics of consumer behavior in the context of online shopping, specifically examining various constraints that influence consumers' online shopping behavior. The primary objective is to uncover the challenges encountered by consumers during their online shopping experiences.Employing a quantitative research approach, this study conducted a survey among users of online shopping platforms to gather insights into their perspectives.The findings of the study revealed six key factors limiting consumers' willingness to make online purchases. These factors include concerns related to bank transactions and trust, a preference for the convenience of traditional shopping over online options, considerations of reputation and services, prior experiences, feelings of insecurity, and insufficient product information leading to a lack of trust.This research is particularly valuable for e-tailers engaged in various forms of e-commerce, whether involving customer-to-customer or customer-to-business transactions. The managerial implications put forth aim to enhance marketing strategies, fostering consumer trust in the realm of online shopping.In contrast to prior research, this study concentrates on identifying specific factors that hinder consumers' engagement with online shopping, contributing to a nuanced understanding of the challenges faced by consumers in this domain.