Essay on Internet shopping and impact on consumer behaviour
Electronic commerce is becoming increasingly important to both corporations and individuals as a result of the dramatic development of technology and the emergency of a global economy. The expansion of the usage of the Internet by organisations and people is one of the main contributors to the development of e-commerce in terms of e-shopping, electronic business and internet commerce. Studies have shown that by the middle of the 1990s internet based services had rapidly emerged in usage and coverage leading to their application and deployment in the creation of a new method of shopping, (Wiggins, 1995). Thus online marketing has become vital to new e-commerce and traditional ‘offline’ companies in order to take advantage of these new technologies. However the essential ingredient of marketing and business generally is the satisfaction of customer’s needs hence a full understanding of consumer behaviour in terms of internet shopping is a critical success factor for any company making use of it as a form of doing business.
Consumer behaviour is complex and can be described as a dynamic interaction between affect and cognition, behaviour, and environmental events, (Blythe, 1997). Due to the new characteristics of the global economy it has been contended that customers value immediate responses to their demands in terms of goods and information. A demand which technology based e-commerce is arguably able to meet. Therefore it is useful to explore the main determining factors on customer’s choice of e-retail site. Additionally research has revealed that consumer acceptance of e-shopping in the UK is much higher than in many other European countries (Forrester Research, 2000). Literature also suggests as do previous studies that young educated people constitute a principal demographic engaging in online shopping. This research focuses on university students following other studies in arguing that they represent the principal demographic of online…
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Tags: e-commerce, e-shopping, offline, online, online consumers, security, shopping, UK
