A Study of Factors Motivating People towards Online Purchasing

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ABSTRACT

Internet has a specific place within the means of online selling and many companies attempt to integrate the Internet tool in their marketing strategy to market or to sell. More and more retailers, brands, and products are now selling online. The consumer can virtually get what he wants on the Internet, and with no hassle. Making a purchase is always a social act and there are some important rules to playing in consumer psychology. These rules can be applied generally to the purchase behaviour and shopping online. The purpose of this study is to analyse the concept of online shopping and explore the perception of consumers regarding online shopping as compared to traditional shopping.

TABLE OF CONTENTS

ABSTRACTII

CHAPTER 1: INTRODUCTION1

Research Background1

Research Aims and Objectives2

Research Question2

Research Hypothesis2

Structure of the thesis2

CHAPTER 2: LITERATURE REVIEW4

Online Purchasing4

Online Purchasing and Consumer Behaviour5

Motivation towards Buying Online7

CHAPTER 3: METHODOLOGY9

Research Design9

REFERENCES10

CHAPTER 1: INTRODUCTION

Research Background

Internet is a very useful medium which can serve as a useful purpose for many functions. Recently, internet has been used intensively in the field of business and marketing in particular. There are a wide range of industries that have benefited from the use of internet. Many organisations have enjoyed benefits of marketing or selling their products and services online thus reducing the total cost of the product or service (Jayawardhena, Wright and Dennis 2007, 515). Now firms are increasingly paying attention towards introducing new and improved technology to better harvest this promising medium.

Although much attention is now being paid to introduce new and advanced technology, internet business is still considered to be in its formative years. However, the situation will not remain the same for long. Day after day new technology is being developed and marketers are striving to find technology which can be used for reducing the overall cost of reaching out to the potential customers (Jayawardhena, Wright and Dennis 2007, 515). In order to reach out to these potential customers, various new mediums are utilised to contact and attract new audiences. However, the question still remains; will internet turn into the leading form of marketing? The answer to this question is not concerned with the internet media or marketers. It is more concerned with the buying or purchasing behaviour of the consumers (Jayawardhena, Wright and Dennis 2007, 515).

Research Aims and Objectives

The primary purpose of this study is to present the best accessible evidence on the factors motivating people towards online purchasing. In order to achieve this aim, the researcher has divided the aim in a few objectives. The objectives for this research study are mentioned below:

To understand the advantages and disadvantages of the internet through the use of literature.

To assess the value and opportunities for companies that use e commerce.

To determine the inspiration behind using the internet to purchase.

To understand the impact of the internet on the market and buying behaviour.

To investigate the reasons why people do and do not buy from off the internet.

Research Question

The main purpose of this study is to ...