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Effect of Consumer Beliefs on Online Purchase Behavior: The Influence of Demographic Characteristics and Consumption Values

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  • Punj, Girish

Abstract

The three most common beliefs that consumers have about shopping online are that it saves time, saves money and helps find products that best match needs. But how do these beliefs, either individually or in combination, influence online purchase behavior? The premise of the article is that the effect of beliefs on online purchase behavior is moderated by demographic characteristics such as income, education, and generational age, and by consumption values such as the inclination to consider many alternatives before making a choice, the enjoyment of shopping, and the tendency to research products prior to making a purchase. The findings on how beliefs and consumption values influence purchase behavior can assist online retailers formulate product positioning strategies that create more value for consumer segments through better customization, thereby enhancing retailer profits. The findings can also help public policy makers design communication strategies to help lower-income consumers realize the same benefits of e-commerce as their higher-income counterparts.

Suggested Citation

  • Punj, Girish, 2011. "Effect of Consumer Beliefs on Online Purchase Behavior: The Influence of Demographic Characteristics and Consumption Values," Journal of Interactive Marketing, Elsevier, vol. 25(3), pages 134-144.
    • Handle: RePEc:eee:joinma:v:25:y:2011:i:3:p:134-144
    DOI: 10.1016/j.intmar.2011.04.004
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    4. Nora Abdullah Al-Masoud, 2020. "The Impact of Placing Electronic Word of Mouth on Instagram on Consumers’ Purchase Intention: Case Study of Food Products in the Kingdom of Saudi Arabia," Journal of Entrepreneurship and Business Innovation, Macrothink Institute, Journal of Entrepreneurship and Business Innovation, vol. 7(2), pages 1-51, December.
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    7. Yang Ann Shawing, 2015. "Measuring Self-Service Technology Latent Difficulties: Insurance Decisions on Utilitarian and Hedonic Influences," Asia-Pacific Journal of Risk and Insurance, De Gruyter, vol. 9(1), pages 1-33, January.
    8. Daniyal M Alghazzawi & Sahar Badri, 2022. "Using the B/S Model to Design and Implement Online Shopping System for Gulf Brands," Sustainability, MDPI, vol. 14(6), pages 1-21, March.
    9. Campo, Katia & Breugelmans, Els, 2015. "Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 63-78.
    10. Mostafa Ghodsi & Ali Ardestani & Arash Rasaizadi & Seyednaser Ghadamgahi & Hao Yang, 2021. "How COVID-19 Pandemic Affected Urban Trips? Structural Interpretive Model of Online Shopping and Passengers Trips during the Pandemic," Sustainability, MDPI, vol. 13(21), pages 1-15, October.
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