Literature Review on Consumers Behaviour in Online Shopping Especially in the UK
This chapter reviewed the relevant and previous literature, so that
there could be insight data regarding the analysis of the consumption behaviour
that how people focus on the online shopping, what is their experiences and how
much willing they are in order to do online shopping in the UK
The number of new online
transactions and distribution channels are increasing rapidly. In the present
work, the consumer perceives understanding of online purchases. The particular
factors of the present work have an influence on the online consuming process.
The Internet is a new medium that provides online customer services to compete
for the demand of customers. Consumer behaviour in the present work can be
described as the study of all the organizations, groups, and individuals who
avails the opportunity to purchase electronic goods
The trend of buying stuff online is
rapidly increasing across the globe, and this fact is really changing the
landscape of business for the companies dealing in online shopping. With the
increasing use of smartphones, the consumers are willing to shop online to get
ease, variety and convenience
According to the research conducted
by Ganesh, et al. (2010), there is the analysis of the e-Stores and online
shopping that how the consumers are showing the willingness in order to get
benefits from the online shopping. The research focuses on the people behaviour
and it is known that online retail environment or the online retail strategy is
throwing because the marketers are focused on the shopping motivations for the
It is known that marketers are doing the comprehensive comparison based on the traditional and online formats (Anders Hasslinger, Opazo, &Kallstrom, 2011). However, the research proposition also considering the aspects related to the shopping motivations, it is known that consumers are doing the online shopping through the promotional strategies that are helping the marketers to promote the traditional retail shoppers; there are marketers that are maintaining and promoting the online shopping trends for the sustainable advantage (Shin & Thai, 2014). According to Kamarulzaman (2011), there are various other drivers, which play their part in helping consumers to make viable decisions regarding their online shopping. The consumers are becoming more price sensitive, and brand-sensitive when shopping online.
2.3 Concepts and Theories determining Factors for Consumers Behaviours in Online Shopping Especially in the UK
The research is focused and
gets the great understanding of the consumer online that how they are doing the
purchases and getting the advantages and how marketers are more focused because
they know that there could be the increase in the trend of online sells in the
future (Hansen, 2008). In terms of making various decisions, the consumers are
driven by their attitude as well as intention to change their behaviour towards
something. The behavioural-intention model presented by Fishbein and Ajzen in
1975 to discuss that how behavioural intentions are concerned with the
attitudes, which lead people to make certain online shopping decisions
Source: Ajzen, I. (1991). The theory of planned behaviour. Organizational Behavior and Human Decision Processes, 50, p. 179-211.
2.3.1. Motivation for online shopping
The scholars and researchers
have always tried hard to understand that what the motivation is for consumers
to go shopping. But it is important to see if any research has been made in
terms of online shopping experience. Motivation is the desire or urges for
someone, to satisfy his/her needs. It means that consumer develops a motive in
their mind to do or achieve something
According to the research conducted by Childers et al (2001), there is focus on the motivations of the consumers to engage in the trend of the retail shopping as, the research concerned about the utilitarian and hedonic dimensions that how consumer e-commerce is being in trends these days and how the mechanism of web-shopping has expanded opportunities for the consumers.
The research has been able to found
various motivations, which forces consumers to do shopping online rather
visiting any stores. Whenever the question has been asked from consumers; the
convenience always remained the first critical factor in this regard
The other most
important motivation for the consumers has been the ability to shop anytime.
They don’t have to worry about any store opening or close timings. Moreover,
the prices and free discounts are other viable motivations to influence their
The overall online
platforms with their ease and affordability have changed the overall attitudes
of consumers. The internet has changed their attitudes as they are more
informed than ever before. They can review products, get relevant information
and compare with other products as well
2.3.2 The behaviour of consumers is crucial to show their intentions about online shopping.
The behaviour of
consumers is crucial to show their intentions about online shopping. According
to the theory of planned behaviour, a person makes reasoned decisions by
showing intentions towards certain perceived controls and subjective norms, and
these actions are the ones, which helps to shape the behaviour of a person
. A research study was
conducted by George (2004), which tried to see the relationship between
internet purchasing and the theory of planned behaviour. His research found
that trustworthiness and internet privacy is the controlling behaviours, which
are important to shape the behaviours of consumers towards internet purchasing.
The consumers who believed that it is safe to shop online, they were more
likely to do internet purchasing, whereas the ones, who did not feel private
& safe, they less likely purchased on the internet.
Every study is
crucial to analyze the behaviour of consumers that why they make or avoid
certain purchasing decisions, especially on online platforms. A research study
was conducted by Hansen,(2008)which tried to review online grocery store
shopping relations with the theory of planned behaviour along with consumer
personal values. The results from the study concluded that consumer personal
behaviour is crucial to shaping their overall behaviour towards online grocery
shopping, but it was also found that their previous buying experience was also
influential in showing planned behaviour whether to buy or not to buy through
online grocery stores
risk factors associated with the online shopping, as customers may not be given
the product on the decided or committed time, or the product can be different
as shown in the picture. However, it also found that negative online shopping
behaviour is driven by the subjective norms carried by consumers
2.3.3 Content Marketing on Consumers Behaviour in Online Shopping Especially in the UK
Other than consumers own
behaviour, attitude and personal choices, the important thing is to alter their
behaviour and purchasing decisions is content marketing. The content developed
by marketers is crucial to attracting consumers towards online shopping. The
marketers can use online targeting engines along with content management
systems so that they can review past trends of consumers through real-time
inventory, and then develop content accordingly
The content on online
platforms need to be more engaging and good enough that consumers do like to
click on those links, otherwise, it is hard for marketers to make a
considerable impact on the minds an behaviours of consumers. Consumers don't
want to feel misinformed, rather they want to engage in online activities, and
want to know more facts. So, marketers need to develop content, which has more
facts and information for consumers otherwise if you won't provide, someone
else would. The content should be honest enough with real-time facts so that consumers
believe and trust can be developed on a certain online shopping platform, and
in general on overall shopping platforms.
2.3.4 Search Engine Optimization (SEO) for Consumers Behaviour in Online Shopping Especially in the UK
The role of Search
Engine Optimization (SEO) is very important for the online shopping companies
to understand the real essence of consumer behaviours. The companies like
Google use algorithms
The role of SEO has been
evident in shifting the trends paved in by technology in the field of
marketing. A study conducted by Adobe revealed that out of total samples,
seventy-six per cent marketers had a strong belief that industry has adopted
more transformation in last two years. The marketing technology has been able
to make a mark with identifying consumer behaviour with the help of search
engine optimization. The marketers have to use SEO to make a great strategy in
the future so that they can win the hearts of consumers by understanding their
behaviour more accurately. The companies need to invest heavily in keyword
research and then align their online content accordingly so that they can
generate more traffic by getting more consumers on their online platforms
2.3.5 Brand theory affects colour, Logo, ethical of a copycat for Consumers Behaviour in Online Shopping Especially in the UK.
It is true that different
brands use different kind of logos and colours to introduce their brand to
consumers, and it automatically tells the importance of different colours,
logos and their effects. The research LIBERATORE,
(2015) has revealed that when consumers develop their opinion regarding
any brand, the colour scheme is the most influential thing. The research study
also revealed that how different colours of logos are understood by consumers.
It showed that the consumer tried to make ethical opinions about companies with
the help of logo and its colour. The company with the red logo was considered
less eco-friendly as compared to the company with a blue logo. It shows that
how crucial the colour scheme can be to shape consumer perceptions
The above-mentioned facts
are crucial for online shopping platforms and e-marketers to understand that
how colour and logo shape the attitude and behaviour of consumers towards
brands. Other than online companies, when famous companies like Coke, IBM are
looked at, it is evident that they use a certain scheme of colours to portray
the image of their brand. That's why the researchers are agreed on this point
that logo and brand colours are instrumental and crucial for the success of any
brand. Every colour has its meaning, and online shopping companies should
develop a better understanding of using these colours in their logos
2.3.6 Social Media Marketing on Consumers Behaviour in Online Shopping Especially in the UK
One of the most important
and critical concepts for today's online shopping platforms is the social media
marketing. It means using social media platforms to influence the behaviour of
consumers. In the recent past, the digital marketing through social media has
changed the marketing patterns around the world
According to Moustakas (2015), "Social media has changed marketing by
shifting the scalability of influence and the ways in which consumers share,
evaluate and choose information". It shows that marketers have to
integrate social media marketing into their strategy. In there, an alternative
study which suggests otherwise in 2015 revealed that social media has a
positive impact on the behaviour of consumers in terms of developing trust as
well as perceived usefulness to initiate online purchase decisions
Through the analysis of consumer
behaviour, it is known that there are central for marketing success because
customers are most potential by using the different online socializing tools
2.4 Summary of the Consumers Behaviour in Online Shopping Especially in the UK
It can be concluded that customers are effectively focused on the online shopping as they are influenced on social media to purchase the products or services. Heitzman (2017) did focus on consumer behaviour that how it is being influenced by the help of digital marketing. Mansoor(2017), also found the same thing in his article that social media gets people in by engaging them to make online shopping decisions. Moreover, companies dealing in online shopping are effectively dealing with changing the behaviour of consumers and there us more control over their buying decisions. According to Vinerean et al (2013), companies are changing the consumer behaviour through extensive social media marketing to help them in making buying decisions for online platforms. The current research also focused on the theories that are relevant to the online shopping of the customers such as theories of motivation, behaviour, content marketing, search engine optimization, social media marketing and brand theory.
All of these theories with relevant aspects of online shopping are crucial for this research study as they are the major concepts to find answers for research questions. As the brand theory defines the most demanded brands in the online customers. To look at some important aspects of branding theory and its evolution, the work of Roper & Parker (2006) will be reviewed in detail that what their findings were about branding theory to get more insights on the topic. According to the theory of planned behaviour by Ajzen (1991), a person makes reasoned decisions by showing intentions towards certain perceived controls and subjective norms, and these actions are the ones, which helps to shape the behaviour of a person. The work of Ajzen (1991) has been reviewed in the literature review to see that how he has contributed to the theory of planned behaviour and what important aspects have been revealed by him, which can be instrumental for this research study. However, the brand they have revealed that when consumers develop their opinion regarding any brand, the colour scheme is the most influential thing. Schutte (2015) revealed in his article that researchers from the University of Cincinnati and University of Oregon did conduct a research, which showed that perception about brands is driven by the logos as well as colour scheme.
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