How Online Shopping Behaviour Is A Priority Issue For Many...

Online shopping is a virtual platform in which consumers are able to purchase good and services through the Internet. Founded in 1979 by Michael Aldrich, it has since become a phenomenon that over 70% of the British public admits to have had some form of experience. It is for this reason understanding the process involved with online shopping behaviour is a priority issue for many specialists’ marketers wanting to gain an advantage in the highly competitive and promptly expanding ‘virtual’ marketplace. This desire to gain a solid platform for online sales comes at no surprise given the budding expansion of the Internet particularly in terms of transaction volumes and business penetration. Considering 50 percent of Internet users are†¦show more content†¦(SvatoÃ… ¡ovà ¡ 2010) When considering the internal influences affecting a consumer’s online behaviour, the inner motivation for the actions is one of the most dominant impacts on a person’s behaviour and understanding what exactly motivates a consumer is a crucial understanding for marketers. Humanistic theories mainly denoted by the study and theory established by A. Maslow highlight a specific development as the basic need of a person. Maslow’s hierarchy of needs can be adapted successfully to consumers as there are goods intended for satisfaction of each level of needs and most needs are shared by large segments of buyers Solomon et al. (2006) Maslow created the ‘hierarchy of needs’ dividing motives into five levels of importance, ranging from the basic of needs at the bottom, to the highest needs at the top. An example of Maslow’s study can be found in McDonalds 2013 study ‘how to sell online’ exposing that 56% of shoppers said that being presente d with unexpected costs is the reason they leave without completing their purchase. Where as the Statistia study above showed that 17% of shoppers don’t purchase because they are concerned about security. This information is further supported Harris Interactive (2001) saying around 70% of Web users are seriously concerned about the safety of their personal information, transaction security and misuse of