The aim of this article is to explore different online consumer behaviour theory. Internet has become a key platform to create a globally interconnected network of business.
digital marketing plan, online shoppingThe 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, […]
digital marketing plan, marketing strategy, online shoppingIt creates an impetus to understand consumer behaviour towards online shopping for sustaining online businesses and increasing the chances of profit and success in the long run (Elkhani and Bakri, 2012).
digital marketing plan, marketing strategy, online shoppingConsumer behavior can be described as the study of who, where, when, how and why of consumers’ buying behavior. Loudon (2001) defines consumer behavior as “the decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services.
digital marketing plan, marketing strategy, online shopping