In order to summarise the findings in the study of factors affecting online shopping behaviour of millennials and gen z, the conceptual framework is presented.
One of the many tactics includes encouraging customers for impulse buying. This phenomenon can be better explained through Hawkins Stern’s impulse buying theory.
Over the years, many models of consumer behaviour have been proposed, particularly in the context of the online shopping environment. A few of these models are; Engel-Kollat Blackwell Model, Kim, Ferrin and Rao’s (2008) model, Yan and Dai’s (2009) model, and Fang’s (2012) model.
Maslow’s hierarchy of needs focuses on the basic requirement and demand for the individuals utilized by the marketers to identify the customer buying pattern (Yan, et al., 2016).
Online shopping facilitates buying and selling of products and services beyond the geographical periphery. The array of interdependence and parameters that emerge from coalescence among consumer behaviour as well as economic and human behaviour lead to the emergence of several theories like the Marshallian economics model.
The Marshallian Economic was propounded by Alfred Marshall in order to propose the buying preferences of customers in the situation of product purchase.
Traditionally, consumer behaviour theories emerged from different psychological, anthropological and economic theories as marketers applied them to understand consumer wants.