Exploring Online Consumer Behavior - 2914 Words

Running head: ONLINE CONSUMER BEHAVIORS Exploring online consumer Behaviors John A. Smith amp; Jane L. Doe Liberty University Abstract Internet usage has skyrocketed in the past few decades, along with this increase comes the increase in internet shopping by consumers. This research examines the behaviors, motivations, and attitudes of this new form of consumer entity. Online consumer behavior has been studied for over 20 years and will undoubtedly be the source of many future researches as internet consumerism expands. This paper will examine the following research questions: (1) How do factors previously researched affect the online purchasing behavior of consumers and (2) what are the significant consumer behaviors both†¦show more content†¦Between the two groups, 406 responded and participated in the research. Data analysis using a quantitative approach was used. Reliability analysis was formulated and used to test the data obtained. Canonical analysis was also used to help understand the data and build a framework around online consumer behavior. The analysis showed that 49.8% of those surveyed were wo men and 50% were male. The group under age 24 made up a little less than two thirds of the total. Those over 24 accounted for the rest. Respondents who had used the Internet for five years or more represented 79% of the study. The results clearly showed that online shopping motivations, information searches, and attitude all had a significant affect on online purchases. Other variables to consider in online consumer behavior are online experience, sexual preference, and the primary place in which the Internet is accessed. In a study performed by Cuneyt Koyuncu and Donald Lien, research showed that all three of these had â€Å"large statistically significant effects on online shopping† (2003, p.721). They concluded that consumers, who had more experience with the internet, felt more comfortable navigating it. Consumers also felt safer in using the internet at their residence or on the job, rather than community computers. Sexual preference, according to their research, showed that bisexuals bought online in greater numbers than heterosexuals. This behavior may have resultedShow MoreRelatedHow Online Brand Communication And Customer Engagement Influence A Consumer s Decision Purchase872 Words   |  4 PagesResearch Question: â€Å"How online brand communication and customer engagement influence a consumer’s decision purchase.† The marketing strategy of branding is not a new concept. A company’s brand is not a logo, or a tag line, but rather the relationship it has with its customer base, it is in essence not how a company defines itself – but how the public defines it. 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