Factors influencing purchase intention of online shopping customers: A review of the existing literature

Title

Factors influencing purchase intention of online shopping customers: A review of the existing literature

Creator

Kumar S.; Rawat K.; Babu P.; Mathew R.

Description

The rapid digital transformation, especially on the internet, has provided businesses with unprecedented opportunities for global expansion. This shift has revolutionized marketing, replacing costly and labour-intensive efforts with cost-effective digital strategies. E-commerce platforms facilitate this process by offering an interactive interface for users to post reviews, comments, and questions, thus enhancing the decision-making experience. Understanding customer purchase intention is vital in this digital age, as it's shaped by various antecedent factors, with digital word-ofmouth (eWOM) being a significant influencer. However, the relationship between eWOM and purchase intention remains underexplored. This chapter reviews 60 previous studies, shedding light on the factors affecting online customers' purchase intentions. The study identifies research gaps, setting a clear direction for future investigations. 2024, IGI Global. All rights reserved.

Source

Globalized Consumer Insights in the Digital Era, pp. 186-208.

Date

2024-01-01

Publisher

IGI Global

Coverage

Kumar S., Christ University, India; Rawat K., Christ University, India; Babu P., Christ University, India; Mathew R., Christ University, India

Rights

Restricted Access

Relation

ISBN: 979-836933812-4; 979-836933811-7

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-3811-7.ch009

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189574118&doi=10.4018%2f979-8-3693-3811-7.ch009&partnerID=40&md5=39abb73d1ccf07e44debb30646fc9c91