Work

Factors Influencing Online Buying Behavior: A Case of Shopee Customers

Year: 2022

Type: article

Abstract: This research aims to gain an understanding into the factors influencing customer buying behavior on e-commerce platforms such as Shopee, particularly from a behavioral standpoint. The current study identified 23 factors influencing online buying behavior, and then evaluated the performance of Shopee on these factors using the Relative Importance Index (RII). The results revealed that quality of product (or service), customer knowledge of the product, price of product, and shop's reputation are most important factors. Relatively least important factors are impulsive buying behavior, perceived enjoyment, tagline, and mood. The study concludes with important implications for the electronic retailers.

Source: Management Science and Business Decisions

DOI: 10.52812/msbd.34

Author: Celia Pricilla Mesatania

Institution: Nanjing University of Information Science and Technology

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4286005437

FWCI: 1.599

Cites: 37

Cited by: 8

Related to: 10