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The main purpose of this paper is to find a quantity that describes the authenticity of online shopping in the Indian case to explain the conduct of online shopping and its impact on consumer behavior. This paper builds on relevant literature and at the same time examines consumer behavior through questionnaires. In addition, the future development of online shopping will be measured by a deeper comparison of consumer behavior between different countries. This paper supports research questions that include the latest trends and various problems in online shopping, as well as legal aspects of consumer behavior. Also, research results show that online consumer confidence and perceived risk factors have a significant impact on their purchasing decisions. Trust in consumers, privacy concerns, and security concerns are the most important factors in using the Internet to shop, reliance on websites influences the purchasing decision of any buyer. Specifically, the art outcome suggests how E-commerce companies develop marketing strategies based on research data and analytics results.


The internet has been developing rapidly in the last two decades, and the digital economy driven by information technology is also being developed around the world. After the long-term development of the internet, which rapidly increases web users and faster internet connections, and other new and improved technologies used to improve the web, what leads to firms can promote and improve product and service images through the website. So the detailed details of the products and the improved service are attracting more and more people to change their behavior from traditional mode to relying more heavily on online shopping. On the other hand, many companies have come to realize that consumer’ change of behavior is inevitable, and they have thus changed their marketing strategy. As recent research has shown, online shopping, especially for business to consumers (B2C) has increased and online shopping has become more popular. There are many reasons for the rapid development of online shopping, mainly because of the benefits that the Internet offers.

First, the Internet offers a variety of easy-to-use features for consumers. Consumers do not need to go out and search for product details as the internet can help them search through online sites, and it also helps to check between individual sites to find the cheapest purchase price. In addition, the Internet can increase the productivity of consumer use more efficiently and effectively than other channels to meet their needs. By using various search engines, consumers save time accessing information related to usage, and which information contains a combination of images, sound, and a more detailed textual description to aid consumer learning and select the most appropriate product (Month, 2004). However, online shopping has potential risks to customers, such as payment security, and after-service. Thanks to improved internet technology, online payments have recently become a popular way to shop online. Internet payments increase efficiency, at the same time, as its tangible assets reduce internet security.

Difference between Online/Offline Stores

Even online shopping has improved rapidly, especially in the consumer goods industry, but there are still significant differences between traditional and online consumer purchases. In terms of sales in the Indian consumer goods industry, online sales have taken a much lower percentage. That can be due to many reasons, but more importantly, the benefits are available in both traditional stores and the online marketplace; both have certain features. For example, a traditional retailer can provide easy parking and purchasing, allow customers to read and check the quality of goods before purchase, and direct back-to-back customer service. However, a traditional store has a limited number of goods, and the cost of sales is higher than an online store. By comparison, we can find that traditional store limitations are more likely to the benefits of an online store, in contrast, the weaknesses of an online store is also seen as the benefits of a traditional store. It is clear from the overall development of online and offline stores that e-commerce is being used in many companies due to major technological advances and the competitive advantages of web marketing. In addition, the expansion of individual consumption also contributes significantly to the improvement of online shopping. Few studies have researched online shopping and its impact on consumer behavior. Previous studies have focused more on the concept of tagging, such as how to create a more effective online advertising channel than a traditional offline channel. Therefore, this study will be combined with previous studies from book reviews, and then look at the impact of online purchases on consumer management to find a comprehensive analysis framework that reflects an important marketing and business ingredient to satisfy consumer needs, and deeply understand online consumer behavior as a reference for any e-commerce marketing strategies.

Impact of the Internet on Consumer Behavior. Impacts on consumer behavior are often made between external and internal factors. External factors come from natural conditions, and internal factors often come from the consumer’s mind. Many factors can affect consumer behavior. According to Warner, external influences can be divided into five categories: Demographics, economics, technology and public policy; custom; small cultures; references; and marketing. Internal influences are a variety of mental processes, including mood, reading, vision, motivation, image, and semiotics (Malcolm). In addition to this, Sheth (1983) also suggested that consumers have two types of motivations while shopping, active and inactive. Operational motivations are mainly about time, place of purchase, and consumer needs, which can be such as one purchase to save time, the environment of shopping malls such as free parking, low product costs, and the availability of a wide variety of products. Non-functional purposes are closely related to cultural or social values, such as store name. Traditional shopping is about the customer buying his or her needs. This behavior will be influenced by the advertising and promotions that attract customers to go there and buy goods, after which a portion of the new product will be taken back home and used.

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Internet Shopping. Online shopping and traditional shopping share many similarities, at the same time, there are still differences between them, as online shopping can provide simpler and more interactive services (Jarvanpaa and Todd, 1997), and traditional shopping can provide more customers with a comfortable shopping environment and good quality products (Lee and Chung, 2000 ). Both of these shopping malls are trying to improve their services by taking turns, as traditional shopping malls offer more parking, more counters, and closer living space to improve services; Internet retailers are embracing reality (Lee, 2001) and 3D strategies (Miller, 2000) to improve product presentation. In the following sections, the study will provide the type of online shopping initially, and then the E-commerce website will be shown to understand the context of online shopping, after which, online security, privacy, and trust will be discussed. All of these general perspectives and discussions on online shopping will provide a research background and help build a foundation for academic research.

Convenience. The Internet provides convenience for shoppers as the main reason for online shopping has been agreed upon by many researchers and clients (Wolhandler, 1999). Thanks to the Internet feature, allows customers to shop online anytime and anywhere, which means that the customer can browse and shop online 24 hours a day, 7 days a week from home or office, which attracts some time-hungry customers. on the Internet saves time in searching for products in a real store. Additionally, the Internet offers some great ways to save money and time. For example, consumers do not need to go out to a real store and as a result, there are no travel costs. Compared to traditional shopping, there is no waiting line for online shoppers, and some consumers have reported feeling pressure on sellers at times, but the Internet gives them great pleasure while shopping online (Wolhandler, 1999; GVU’s WWW 9th User Surveys, 1998).

Technology. Internet-based simplicity especially in terms of technological advances, plays an important role in making Internet purchases. Over the past decade, organizations have realized that new technologies can have an impact on deep Internet purchases, so there are many important technologies such as real reality and 3D techniques adopted to gain greater competitive advantage (Clark, 1989). Information technology has used the Internet to improve the quality of product information, which helps Shopper decision-making (White, 1997). With extensive research on the use of the Internet, Internet growth and Internet growth rates have skyrocketed over the past decade. According to BMRB International (2004) and GW of WWW 9th User Surveys (1998), the number of Internet users in Great Britain has increased to 22.7 million among 48.4% of adults, and about 53% of users of the Internet reported that purchasing is the main use of the Web. In addition, a statistical report on Internet Development in China from CNNIC (China Internet Network Information Center) was released in July 2006. As of this report, in terms of Internet purchases, there are 30 million regular users online, and nearly 1/4 of Internet users have an online shopping experience. Both of these surveys show that more and more Internet users prefer to pay online while shopping, so online payment security will certainly be an important factor in influencing

Internet purchases.

Consumer Trust in Internet Shopping. Mayer, Davis, and Schoorman (1995) define trust as “the willingness of a party to risk the actions of another party in the hope that the other will do something important to the trustee, regardless of whether to monitor or control that other party” (p. 732) (Cheung and Lee, 2006). This definition is widely known and widely quoted (Rousseau, Sitkin, Burt, and Camerer,). People who buy products and services are highly dependent on their level of reliance on the product or services, and retailers can either be in real stores or online stores. Online trust is a fundamental foundation for building relationships with customers. Recent research shows that online trust is lower than face-to-face contact in the store (Cassell and Bickmore, 2000), and results from Cheung and Lee (2006) show that Internet retailer loyalty (visible integrity, visible ability, and visible security control) and external environment (recognition third party and legal framework) have a significant impact on consumer confidence in online shopping (see Figure 1). The reliability of an E-commerce website depends largely on how well the security of privacy is protected. For example, high-tech technology can affect reliability (Singh and Sirdeshmukh, 2000). As mentioned above a web retailer can provide third-party authentication to an E-commerce website, and while using private and secure methods, customers will assume that their E-commerce transactions via Internet commerce are safe and thus the site is more reliable for them. Apart from this point, if the E-commerce website can provide information about their customer services, office location, contact number, and help button on the website, customers can also increase their credibility as they feel that online retailers exist (Lohse and Spiller, 1998 ).


This study focuses mainly on material from the Internet and examines those factors that affect online consumer behavior. It starts with the current state of Internet development, and I have talked about the marketing background as its representation and diversity in the visual stores to reflect the evolving history of online shopping since E-trading became popular. In the text review chapter, there are three main categories discussed: traditional behavior, online shopping, and consumer behavior online. Each section begins with an idea, followed by other ideas. The focus of the research is on Internet shopping (including online shopping, E-commerce websites, and online security, privacy, honesty, and trust) and online consumer behavior (including domain, promotional purchasing, and decision-making process). Those things were looked at, and tested to show the impact on online consumer behavior. In addition, previous research was used to help researchers understand more comprehensively. In addition, the customer decision-making process was also tested for potential features. Information search is a very important aspect that helps customers find products or services that fit their needs. Therefore, online retailers should develop and improve support data such as providing more product information and using an internal search engine to maximize the effectiveness of data search. In the testing phase, many customers consider the reputation of the E-commerce website, as well as the security of the purchasing phase payment. In the after-sales phase, the after-item service item is most concerned about. All in all, things from the Internet that have influenced or hindered online consumer behavior should be of particular concern to online retailers, who may use appropriate marketing communications to support customer purchasing decision-making processes and improve their performance.


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