The consumer buying behaviour Regarding consumer buying behaviour, in the context of consumers purchasing from online stores, can be complex and multi-faceted. As the proliferation of online shopping websites continues, it is becoming increasingly important for companies to be knowledgeable about consumer behaviour in order to counter differences in preferences that consumers may possess. Moreover, as the e-commerce sector is developing and advancing, businesses need to possess a comprehensive understanding of consumer behaviour in order to stay ahead of the competition.
In exploring consumer buying behaviour in the context of online shopping, a model proposed by Verhoef et al (2016) found that behavioural intentions direct consumer behaviour, and that these intentions are a function of both the perceived benefits and costs when making a purchase. Perceived benefits include the trust that consumers assign to the website, which is based on the quality of the user interface, the design, branding and visibility on the Internet. In terms of the cost side of the equation, the number of payment options available plays an important role, such as the availability of discounts, e-vouchers, or cash-on-delivery payment methods.
Verhoef et al.’s model also suggests that consumer behaviour is determined by a range of other factors. These include the degree of risk associated with a purchase, the perceived satisfaction that the consumer expects to receive, the complexity of the payment process, the information search process, and finally the degree of satisfaction that is actually achieved. Moreover, the degree of interference from external sources is also a key determinant of the consumer behaviour process. This includes sources such as peer or family influence, or external marketing strategies such as advertising, direct mail and promotion.
In terms of the purchase process itself, studies have suggested that consumers tend to first engage in an information search process. This involves seeking out information related to available products, prices and delivery options. In order to attain such information, consumers apply various strategies such as visiting search engine results and product review websites, or reading up on customer experiences posted by other shoppers. Moreover, consumers rely on their own internal beliefs and experiences while seeking out information in this process.
In the context of the actual purchase act, perceived control has been identified as a key determinant of consumer behaviour. This refers to whether or not the consumer feels in control of the entire process and whether or not the consumer feels comfortable interacting with the product and/or website.
In conclusion, understanding consumer behaviour in online stores requires an understanding of the various underlying factors that influence consumer buying behaviour. These factors include perceived benefits, costs, degree of risk, satisfaction expectations, information search process, and in most cases, the degree of control or interference from external sources. Only when marketers are aware of these factors can they devise appropriate marketing campaigns and strategies to encourage consumer behaviour and lead to increased sales in the online environment.
