Online Consumer Behaviors

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Exploring Online Consumer Behaviors
John A. Smith and Jane L. Doe
Liberty University

Exploring Online Consumer Behaviors
The overall objective of this research was to document people’s reactions, attitudes, motivations, and behaviors that have affected online purchasing behaviors. The World Wide Web has been accessible to the public now for over twenty years. It came upon the world and exploded in popularity like few things have done in the history of the world. The purpose of this research is to understand how individual behaviors affect online consumerism.

According to Hawkins and Mothersbaugh (2010) online consumer behavior can be defined as “the study of individuals, groups, or organizations and the process they use to select, secure, use, and dispose of products, services, experiences, or ideals to satisfy needs” and the impacts that these processes have on the consumer and society”.

There are many variables to consider when outlining behaviors of internet consumerism. Three main factors are affected by behaviors of online consumers, “attitudes towards online shopping, motivations, such as price, convenience and hedonic motivations, and online information search” (Vazquez & Xu, 2009). If a person has a positive experience of shopping on the internet, then their attitude will affect the outcome of purchasing online.

Online consumers feel more in control when they can search with relative ease of low prices and special offers. A great motivation of online shopping is the comparison of prices, more information is available online concerning the products, which allows the consumer to make better decisions.

The problem of online consumers is important and requires further research, because online shopping could become the way of shopping for most of the world. In contrast to this scenario, is the fact that we are losing our ability to maintain a high level of customer service on- site. The employees many shoppers encounter seem more to...
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