Culture is the basic determinant of consumer buying decisions. The role and status of an individual in a society also impacts consumer behaviour.
Consumer behaviour explains the attitudes, intentions and preferences of the consumer prior to their buying which has been closely monitored and exploited by the e-commerce businesses (Akkucuk & Esmaeili, 2016). Online buying behaviour is influenced by multiple factors which depend on consumer needs and their immediate necessities. The difference in online purchase decision on the […]
Online purchase decision is highly influenced by internal and external factors (Zhang et al., 2013). Internal factors reflect one’s personal traits and experiences which impact their decision-making approach towards online buying and even leads to impulsive buying. On the other hand, external factors are more controlled by the nature of the products or services, recommendation […]