IDEAS home Printed from https://ideas.repec.org/a/vrs/subboe/v65y2020i1p54-66n4.html
   My bibliography  Save this article

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

Author

Listed:
  • Mican Daniel

    (Babeş-Bolyai University,Romania)

  • Sitar-Taut Dan-Andrei

    (Babeş-Bolyai University,Romania)

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.

Suggested Citation

  • Mican Daniel & Sitar-Taut Dan-Andrei, 2020. "Analysis of the Factors Impacting the Online Shopping Decision-Making Process," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 65(1), pages 54-66, April.
  • Handle: RePEc:vrs:subboe:v:65:y:2020:i:1:p:54-66:n:4
    DOI: 10.2478/subboec-2020-0004
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/subboec-2020-0004
    Download Restriction: no

    File URL: https://libkey.io/10.2478/subboec-2020-0004?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Purnawirawan, Nathalia & Eisend, Martin & De Pelsmacker, Patrick & Dens, Nathalie, 2015. "A Meta-analytic Investigation of the Role of Valence in Online Reviews," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 17-27.
    2. Chen, Jie & Teng, Lefa & Yu, Ying & Yu, Xueer, 2016. "The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence," Journal of Business Research, Elsevier, vol. 69(2), pages 467-475.
    3. Floyd, Kristopher & Freling, Ryan & Alhoqail, Saad & Cho, Hyun Young & Freling, Traci, 2014. "How Online Product Reviews Affect Retail Sales: A Meta-analysis," Journal of Retailing, Elsevier, vol. 90(2), pages 217-232.
    4. Aghekyan-Simonian, Mariné & Forsythe, Sandra & Suk Kwon, Wi & Chattaraman, Veena, 2012. "The role of product brand image and online store image on perceived risks and online purchase intentions for apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 325-331.
    5. Kostyra, Daniel S. & Reiner, Jochen & Natter, Martin & Klapper, Daniel, 2016. "Decomposing the effects of online customer reviews on brand, price, and product attributes," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 11-26.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Elvira Ismagilova & Emma L. Slade & Nripendra P. Rana & Yogesh K. Dwivedi, 2020. "The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis," Information Systems Frontiers, Springer, vol. 22(5), pages 1203-1226, October.
    2. Agnieszka Zablocki & Bodo Schlegelmilch & Michael J. Houston, 2019. "How valence, volume and variance of online reviews influence brand attitudes," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 61-77, June.
    3. Ismagilova, Elvira & Dwivedi, Yogesh K. & Slade, Emma, 2020. "Perceived helpfulness of eWOM: Emotions, fairness and rationality," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    4. Elvira Ismagilova & Emma L. Slade & Nripendra P. Rana & Yogesh K. Dwivedi, 0. "The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis," Information Systems Frontiers, Springer, vol. 0, pages 1-24.
    5. Minnema, Alec & Bijmolt, Tammo H.A. & Gensler, Sonja & Wiesel, Thorsten, 2016. "To Keep or Not to Keep: Effects of Online Customer Reviews on Product Returns," Journal of Retailing, Elsevier, vol. 92(3), pages 253-267.
    6. Weitzl, Wolfgang & Hutzinger, Clemens, 2017. "The effects of marketer- and advocate-initiated online service recovery responses on silent bystanders," Journal of Business Research, Elsevier, vol. 80(C), pages 164-175.
    7. Yani Wang & Jun Wang & Tang Yao, 2019. "What makes a helpful online review? A meta-analysis of review characteristics," Electronic Commerce Research, Springer, vol. 19(2), pages 257-284, June.
    8. Nguyen, Hang T. & Chaudhuri, Malika, 2019. "Making new products go viral and succeed," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 39-62.
    9. Weiwei Zhang & Austin Williams & Nicole Griffith & Jessica Gaskins & P Brandon Bookstaver, 2020. "Online availability of fish antibiotics and documented intent for self-medication," PLOS ONE, Public Library of Science, vol. 15(9), pages 1-12, September.
    10. Marek Gaworski & Piotr F. Borowski & Łukasz Kozioł, 2022. "Supporting Decision-Making in the Technical Equipment Selection Process by the Method of Contradictory Evaluations," Sustainability, MDPI, vol. 14(13), pages 1-17, June.
    11. Spassova, Gerri & Palmeira, Mauricio & Andrade, Eduardo B., 2018. "A ratings pattern heuristic in judgments of expertise: When being right Looks wrong," Organizational Behavior and Human Decision Processes, Elsevier, vol. 147(C), pages 26-47.
    12. Eslami, Seyed Pouyan & Ghasemaghaei, Maryam, 2018. "Effects of online review positiveness and review score inconsistency on sales: A comparison by product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 74-80.
    13. Hongpeng Wang & Rong Du & Jin Li & Weiguo Fan, 2020. "Subdivided or aggregated online review systems: Which is better for online takeaway vendors?," Electronic Commerce Research, Springer, vol. 20(4), pages 915-944, December.
    14. Michelle D. Steward & James A. Narus & Michelle L. Roehm, 2018. "An exploratory study of business-to-business online customer reviews: external online professional communities and internal vendor scorecards," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 173-189, March.
    15. Marchand, André & Hennig-Thurau, Thorsten & Wiertz, Caroline, 2017. "Not all digital word of mouth is created equal: Understanding the respective impact of consumer reviews and microblogs on new product success," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 336-354.
    16. Lütjens, Henk & Eisenbeiss, Maik & Fiedler, Maximilian & Bijmolt, Tammo, 2022. "Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints," Journal of Business Research, Elsevier, vol. 153(C), pages 445-466.
    17. Verma, Deepak & Prakash Dewani, Prem & Behl, Abhishek & Pereira, Vijay & Dwivedi, Yogesh & Del Giudice, Manilo, 2023. "A meta-analysis of antecedents and consequences of eWOM credibility: Investigation of moderating role of culture and platform type," Journal of Business Research, Elsevier, vol. 154(C).
    18. Ravula, Prashanth & Bhatnagar, Amit & Gauri, Dinesh K, 2023. "Role of gender in the creation and persuasiveness of online reviews," Journal of Business Research, Elsevier, vol. 154(C).
    19. Mardumyan, Anna & Siret, Iris, 2023. "When review verification does more harm than good: How certified reviews determine customer–brand relationship quality," Journal of Business Research, Elsevier, vol. 160(C).
    20. Tamaddoni, Ali & Seenivasan, Satheesh & Pallant, Jason I. & Skiera, Bernd, 2023. "Investigating the effect of status changes in review platforms," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 189-209.

    More about this item

    Keywords

    Purchase decision; Online shopping behavior; Consumer decision-making process; E-commerce;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:subboe:v:65:y:2020:i:1:p:54-66:n:4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.