The paper “ Factors Affecting Online Shopping Behaviour of Consumers“ is a comprehensive example of research proposal on marketing. Online consumer behaviour proves to be one of the emerging research areas with an annual increase in the number of publications. Social media marketing is becoming an effective platform with the perfect opportunity for business entities to maximize their marketing activities. Most of the modern business entities utilize their online platforms or portals to distribute and sell their products and services across the internet. Business entities need to understand their consumers in order to maximize their output and revenues.
This relates to understanding their consumers, where they hang out, what they say, their needs, and factors affecting their procurement actions. Online marketing is the future of marketing. This is because of the increasing role of social media platform in enhancing interaction between consumers and business entities. Various factors play critical roles in influencing or affecting online shopping behaviour of consumers. Some of these factors include financial risk, product risk, convenience risk, non-delivery risk, and return policy (Suki, 2013, p. 483). In addition, demographic factors such as age, income, marital status, and education have significant roles in determining online shopping behaviour of consumers (Miller & Washington, 2013, p.
62). This research exercise will focus on the examination of the valuable factors determining consumer behaviour with reference to online shopping. RationaleOnline marketing is one of the current trends in the marketing field with the ability to enable the business entity to maximize their revenues and output. Business entities need to examine relevant factors affecting the behaviour of consumers in relation to online shopping. This will be vital in developing and distributing products in accordance with the demands and needs of online consumers (Khare & Singh, 2012, p.
163). The main objective of this research is to determine factors affecting online shopping behaviour of consumers. Execution of this research will enhance the knowledge with reference online shopping as well as various models and theories guiding interactions and marketing under the influence of social media platform. In addition, execution of this research will facilitate understanding of the influence of financial, product, and convenience risks on the behaviour of consumers while conducting online shopping.
Business entities will have substantive knowledge and information about their online consumers leading to improved chances of maximizing the available opportunities and resources. PurposeThe overall (general) purpose of this research will be to examine factors affecting online shopping behaviour of consumers. This is because of the influence of online shopping in the modern marketing field as well as the future of marketing. In addition, this research will also focus on various specific purposes with the aim of understanding online shopping effectively and appropriately. These specific purposes of the research include: Determine the influence of price/pricing policy on the online shopping behaviour of consumers Determine the influence of convenience risk on the online shopping behaviour of consumers Determine the influence of excitement and previous online experience on the online shopping behaviour of consumers Examine the effect of financial risk on the online shopping behaviour of consumers Evaluate the influence of quality (product and service) on the online shopping behaviour of consumers Determine the effects of product risk, non-delivery risk, and return policy risk on the online shopping behaviour of consumers Evaluate the influence of online trust on the online shopping behaviour of consumers
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