THE PROBLEM AND ITS BACKGROUND
In this advanced world of technology, many new ideas are continuously emerging that are very helpful to lighten the burden of people especially to those who are busy. Due to phenomenon, technology geeks come up with the idea of “Online Shopping”.
An understanding of consumers’ needs and factors influencing their behaviors and intentions when shopping online is a valuable tool in creating effective interactions. Consumers may interact with websites in different ways and may get different perceptions because of their distinct characteristics, which were found to affect their purchasing intentions (Cheung et al., 2003).
Consumers’ characteristics and goals have been found to influence their behaviors such as purchasing, revisiting intentions, and attitudes toward a website (Wolfinbarger & Gilly, 2001; Wu, 2005). In addition, consumer characteristics are one of the factors affecting their behavior. They are an innate part of their makeup, i.e., the way they describe themselves and label others. Demographic characteristics, such as gender, age, and ethnicity are examples of background characteristics (Wu, 2003).
Consumers have different personalities, which may influence their perception and how they perceive their online shopping behaviors (Wolfinbarger @ Gilly, 2001). In the context of online shopping, benefits are what consumers think an online store can offer them (Keller, 1993). Prior studies have also examined the benefits that encourage consumers to purchase through the internet. Therefore, understanding how consumers perceive benefits of online store is important in choosing and making a purchase decision. Therefore understanding consumer attitude toward online shopping and intention help marketing managers to predict the online shopping rate and evaluate the future growth of online commerce (Shwu-Ing, 2003).
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