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FACTORS INFLUENCING ONLINE CUSTOMER BUYING BEHAVIOR

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Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422
FACTORS INFLUENCING ONLINE CUSTOMER BUYING BEHAVIOR
1
P.MOHAMMED BUHARI SALEEM and 2Dr. M.MOHAMED SIDDIK
1
Assistant Professor,
Department of Commerce, Sadakathullah Appa College (Autonomous), Tirunelveli.
Email: [email protected]
2
Assistant Professor
PG & Research Department of Commerce, Sadakathullah Appa College (Autonomous),
Tirunelveli.
ABSRTACT
A few months into COVID-19, customer buying online has increased significantly across
many categories. Customer intent to buy online continues to increase. Most of the customers
purchase is only placed in the essentials and home-entertainment categories. Customer
nowadays are spending more time on social networking websites such as Facebook, Twitter, and
LinkedIn, etc than on email, despite the previous one becoming mainstream in many markets
over the last couple of years. Online customer behavior is more often enumerated as the study of
trends, including the online advertising influence, customer willingness to click on links, the
majority of comparison shopping, and how this varies from a customer in a physical store. These
days a prospective customer researches a product to decide if they will make to purchase.
KEYWORDS: Customer intent, social networking, customer behavior, comparison shopping
INTRODUCTION
What is online customer behavior?
Online customer behavior is the process of how customers make their decisions to purchase
products online.
And while needs look different for each buyer, the new expectations that currently prevail in the
market triggers online customer behavior are entrenched in commonality.
The expectations of buyers such as affordable shipping, product availability, delivery
transparency, and most recently, a convenient purchasing process all affect how customers make
decisions to buy items online.
How COVID-19 transformed online shopping behavior
When the covid-19 pandemic smashed the market, a notable and unprecedented shift occurred in
online buying. Many brick-and-mortar stores were triggered to shut the business, and customers
were placed under stay-at-home orders.
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Thereafter, customers placed exceptional and unpredictable demands on the online marketplace
to provide the products they previously purchased in person. In 2020, most of the customers
shopped online more than before.
Customers discovered favorable components to online shopping that they enjoyed that weren’t
available in the traditional (offline) shopping experience. These favorable online shopping
experiences further motivated new trends in consumer behaviors to take a steadfast hold.
OBJECTIVES OF THE STUDY
To analyze the factors influencing online customer purchasing behavior
HYPOTHESIS OF THE STUDY
HO1 – There is no significant relationship between gender of respondents and online shopping
frequency
HO2 – There is no significant relationship between age of respondents and online shopping
frequency
SAMPLE OF THE STUDY
The sample size of the study is 150 respondents. The data were collected on the basis of
convenient sampling. The study area is Tirunelveli city.
REVIEW OF LITERATURE
Osman, S., et al(2010) revealed that website quality and customer perception had an effective
relationship with attitude towards online purchasing behavior. Nevertheless, the result depicted
that age had no significant relationship with attitude on online purchasing behavior. The findings
of this study depicted that there was a significant difference in attitude towards online buying
behavior on gender and educational background.
Deka, P. K. (2017) enumerated that with the improved use of internet technology, online
commerce is also noticing a massive jump. It is especially because online retailing offers a lot of
advantages for the customer in terms of easy accessibility, convenience, options, anytime, and
so on. Nevertheless, it does suffer from some disadvantages in the form of say the physical
absence of the product, non-delivery risks, security risks, privacy concerns, and so on. But still
then, online retailing is developing at an unstoppable speed.
Lim, Y. J., et al(2016) depicted that subjective norm and perceived usefulness influence
positively online purchase intention but subjective norm insignificant influence buying behavior
in a negative way. It is fascinating to make a note that the perceived usefulness also
insignificantly influences online buying behavior.

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Pratminingsih, S. A.,(2013) et al revealed that e results of the study, all six hypotheses are
supported. Satisfaction has a positive relationship with trust, commitment, and loyalty. Trust also
has a significant positive relationship with loyalty and commitment, and commitment has an
impact on loyalty
Jadhav, V., (2016) concluded that Flipkart.com, Myntra.com were the most preferred option of
online retailers mentioned by the students to shop from the online stores. Electronic goods,
footwear, e-Tickets, electronic goods accessories, apparel, books, instant recharge of cell phone,
gifting items, were the major categories of products/services bought by most of the students.
Cash on delivery(COD) was the most preferred mode of payment expressed by the students
while doing online shopping
Adnan, H. (2014) indicated that the perceived risks, perceived advantages and, psychological
factors were the most significant variables. The factors such as Perceived advantages,
psychological factors had a positive impact on consumer attitudes and buying behavior.
Nevertheless, perceived risks had a negative impact on consumer buying behavior. Website
design and hedonic motivation were found out to be the unimportant variables
Hasan, H. H., (2008) suggested by Krugman‟s Low Involvement theory, high involvement
products and attitude towards Internet contributed significantly to the purchasing behavior
through cyber advertising. Therefore, it was indicated the Internet to be better suited for high
involvement products and services as well as assist increase the tendency to purchase products
and services online. Besides, the study also showed that the convenience dimension of the
customer personality variable formed a powerful relationship with purchasing behavior through
cyber advertising.
Jusoh, Z. M., et al(2012) investigated that how socio and demographic factors such as age,
income, and occupation and the pattern of online buying such as types of goods, e-commerce
experience, and hours spent on the internet), and purchase perception such as product perception,
customers’ service, and consumers’ risk) affect consumers’ attitudes towards online shopping.
Aghdaie, S. F. A., et al (2011) suggested that twelve factors are associated with consumer
purchase behavior in three stages of the decision-making process. The results showed valuable
insights into understanding the factors that affect the trusting attitude after then affect the
purchase and purchase repeat behavior
Bagga, T., et al (2013) identified that seven factors as Convenience, Information Search, need
for Recreation, Website Attributes, Online Advertising, Social Communication, Security, and

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privacy concerns. The importance of these factors differs across different demographic variables
such as age, income group of consumers, and gender.
Raman, P. (2014) showed that convenience to shop online came out to be the most important
factor for the female shoppers to shop online while the risk of doing transactions along with
preference towards the traditional way of shopping and reliability issues acted as the most
significant impediment towards the growth of online shopping in India.
Pi, S. M., et al(2011) investigated that 3 perspectives as sociology, psychology economics, to
analyze the factors influencing the behavior of online group buying. Especially in Taiwan, group
buying is a significant online business norm with great potential for influencing e-business. The
results indicated that reciprocal and conformism of social perspective have the most powerful
impact on group-buying intentions, followed by the factor of trust from the psychological
perspective and demand externalities and the factor of price consciousness from the economic
perspective. Nevertheless, the consumers’ actual behavior is not affected by their intentions.
DATA ANALYSIS
Reliability and validity assessment
The Cronbach's Alpha statistic was used to check the reliability of the scale developed for
evaluations statements used in the questionnaire. The Cronbach's alpha value for the 9 factors of
questionnaire is following.
Table No.1
Reliability Statistics

Factors Cronbach's Alpha N of Items Internal Consistency

Quality of Product
.803 4 Good
Description

Discount and Offers .764 4 Acceptable

Return Policy .702 4 Acceptable

Customer Reviews .762 4 Acceptable

Categorization of
.716 4 Acceptable
New Products

Easy payment options .732 4 Acceptable

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Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422
Time Management .777 4 Acceptable

Safety and Security .749 4 Acceptable

Accessibility .733 4 Acceptable

Source: Primary Data
Chi-Square Tests
The chi-square test for independence, also called Pearson's chi-square test or the chi-square test
of association, is used to discover if there is a relationship between two categorical variables.

Table No.2
Chi-Square Tests
Frequency of Shopping * Gender Hypothesis
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 1.031 4 .905 Accepted

Table No.3
Frequency of Shopping * Age Hypothesis
Pearson Chi-Square 24.216 16 .085 Accepted

INTERPRETATION AND RESULT

The above table no.1 showed that reliability is tested by Cronbach's Alpha. The internal
consistency of Quality of Product Description (.803) is good. The internal consistency of all the
other factors such as Discount and Offers (.764), Return Policy (.702), Customer Reviews (.762),
Categorization of New Products (.716), Easy payment options (.732), Time Management (.777),
Safety and Security (.749), Accessibility (.733) is acceptable to the study
The above table no.2 showed that the Pearson chi-square value is 1.031 and the significant value
is 0.905. It is greater than the P value. So, Null hypothesis accepted. Hence, it is concluded that
there is a significant difference between gender and frequency of shopping
The above table no.2 showed that the Pearson chi-square value is 24.216 and the significant
value is .085. It is greater than the P value. So, Null hypothesis accepted. Hence, it is concluded
that there is a significant difference between age and frequency of shopping

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CONCLUSION
The internet is a play important role in every sense. Practically every aspect of modern
life is changed a lot through the inclusion of internet functionality. In particular, Businesses and
Marketing, gone are the days of spending a more amount of cash and time on traditional
marketing efforts. The pandemic has forced businesses to be more attuned to their consumers’
unique needs and consider their operations from a different lens. It is positively possible that in
the future, pandemic or not, online buying will be the tradition for everyone.
REFERENCE
1. Osman, S., Yin-Fah, B. C., & Hooi-Choo, B. (2010). Undergraduates and online
purchasing behavior. Asian Social Science, 6(10), 133-146.
2. Deka, P. K. (2017). A conceptual model for determining factors influencing online
purchasing behavior. Journal of Management in Practice (Online Only), 2(1).
3. Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors
influencing online shopping behavior: the mediating role of purchase intention. Procedia
economics and finance, 35, 401-410.
4. Pratminingsih, S. A., Lipuringtyas, C., & Rimenta, T. (2013). Factors influencing
customer loyalty toward online shopping. International Journal of Trade, Economics and
Finance, 4(3), 104-110.
5. Jadhav, V., & Khanna, M. (2016). Factors influencing online buying behavior of college
students: A qualitative analysis. The Qualitative Report, 21(1), 1.
6. Adnan, H. (2014). An analysis of the factors affecting online purchasing behavior of
Pakistani consumers. International Journal of Marketing Studies, 6(5), 133.
7. Hasan, H. H., & Rahim, S. A. (2008). Factors affecting online purchasing
behavior. Jurnal Komunikasi: Malaysian Journal of Communication, 24.
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commerce purchases through online shopping. International Journal of Humanities and
Social Science, 2(4), 223-230.
9. Aghdaie, S. F. A., Piraman, A., & Fathi, S. (2011). An analysis of factors affecting the
consumer's attitude of trust and their impact on internet purchasing
behavior. International Journal of Business and Social Science, 2(23).

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Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

10. Bagga, T., & Bhatt, M. (2013). A study of intrinsic and extrinsic factors influencing
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BEHAVIOR TOWARDS ONLINE SHOPPING IN INDIA. Journal of Contemporary
Management Research, 8(2).
12. Pi, S. M., Liao, H. L., Liu, S. H., & Lee, I. S. (2011). Factors influencing the behavior of
online group-buying in Taiwan. African Journal of Business Management, 5(16), 7120-
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