Introduction
The emergence of e-commerce has significantly influenced how consumers make their buying decisions. In most cases, clients consider several factors, including product availability and ease of delivery, before purchasing items online. Companies offering e-commerce services are forced to establish driving forces that compel the customer to buy from the respective platform.
Rising consumer expectations drive product demand. Some aspects of online shopping, such as allowing buyers to inspect goods in comfort before placing the order, offer buyers a shopping experience rather than an offline purchase. By considering contemporary consumer behaviors in online shopping, businesses will be able to increase their sales by providing services that meet clients’ expectations.
Motivational Factors Affecting Choices and Habits of Online vs. In-Store Shopping
Generally, the motivational factors affecting online shopping choices and habits vary significantly from those that impact in-store purchases. For instance, the availability of products potentially influences the buying habits of online shoppers. In most cases, online websites display a wide range of commodities, making it easier for the buyer to examine and compare different items by navigating the platform (Liu et al., 2020).
This aspect prompts consumers to shop from retailers. The facet is different from in-store shopping, whereby the suppliers have limited physical space to display various goods. In such a situation, consumers are not able to view most items within the exact location. Therefore, clients who prefer evaluating different products would prefer procuring items through online platforms to enhance the shopping experience.
Similarly, social interaction is an essential aspect that affects the choice and habit of shopping. Consumers who value physical interactions find it interesting to buy their products from physical stores. This process allows such customers to associate with other buyers and have a physical touch with the items before purchasing them. Therefore, visiting on-ground stores offers consumers significant entertainment and adventure that cannot be provided by online shopping. Some customers may adopt the habit of going to physical stores to enable them to relax, especially during weekends.
In addition, most consumers prefer convenience while shopping. The online platform guarantees consumers the ability to purchase items from the comfort of their homes. Once a client has a device capable of accessing the internet, they can access the firm’s website and place orders without having to travel to the physical store (Liu et al., 2020).
Therefore, clients may adopt the habit of shopping online to enable them to have free time to handle other activities. On the contrary, in-store procurement requires shoppers to create time and visit the store physically, which can quickly inconvenience other planned activities. Therefore, to avoid such cases of inconvenience, customers may choose to buy their items through the retailers’ websites.
Lastly, price is an essential motivational factor that impacts the choices and habits of consumers. Online shopping allows customers to access and compare the costs of products from different suppliers in comfort. The clients can navigate different websites to identify the specific supplier that offers items that match the value of money they are willing to spend. The need to make informed purchase decisions prompts most consumers to prefer buying from an online platform.
For instance, assuming the price of a Nike shoe at Amazon is $40, through e-commerce, the buyer can search the cost of the identical shoe in Walmart stores and compare their prices before buying. All the activities can be undertaken at comfort without having to visit either of the shops physically. Based on in-store buying, it is difficult to assess and conduct significant price comparisons since moving from one traditional store to another is time-consuming. Therefore, the mentioned facets are crucial in influencing the choice of the respective customer.
Consumer Decision-Making Biases: Impacts of Buying Decision Models on Online Shopping Habits
Several human decision-making biases and consumer buying models can easily impact online shopping habits. The choice overload bias can potentially cause clients to experience decision paralysis, leading to dissatisfaction. Generally, online stores allow customers to access an array of products within their stores. This aspect presents the buyers with many options, thus making it difficult to choose the right commodity from the available lists. When faced with such situations, clients are more likely to limit purchases following the shopping experience.
In addition, the bandwagon bias aspect has potential effects on online purchasing habits. In most cases, the website platforms have review sections that show how customers comment about specific products or services of the respective retail shop (Brooks, 2020). This facet makes consumers buy the mentioned item from the platform even if the demand for the item can be postponed. In other words, the internet platform tends to influence buyers to procure goods.
Furthermore, confirmation bias is another factor affecting online shopping habits. Before purchasing a given commodity, the majority of consumers tend to search for specific products and their qualities and interpret the findings to suit their known beliefs about the item (Brooks, 2020). This facet makes most buyers procure products that they know match their existing beliefs. When buying a commodity, clients usually locate the exact product, assuming they have the idea that it is appropriate. In such circumstances, the individuals may not consider other available brands in the store.
Similarly, anchoring bias is critical in influencing online purchasing habits. This aspect is practical, especially when it comes to the prices of goods. Normally, some customers are more likely to buy commodities supposing the initial price they see seems to be the best deal. In such circumstances, consumers may find themselves buying commodities at the given cost even if the value of the items is less than the stated charges (Brooks, 2020).
On the side of retailers, anchoring bias gives them the advantage of charging customers high. For instance, shoppers may decide to raise the original price of a commodity and then accompany it with some slight discount. This facet makes consumers feel that the store is offering goods at a discount rate, yet the exact value of the items should be far less, even after the markdowns.
In addition, consumer buying decision models have significant effects on online shopping habits. For instance, through the online platform, the evaluation of alternatives allows customers to examine different items before making a purchase decision. The retailers’ websites display prices, features, and even client reviews, which consumers can access and compare to make a practical judgment on whether to buy the commodity (Milwood, 2020).
Furthermore, e-commerce enables clients to search for product information, hence influencing their overall shopping habits (Zhao et al., 2019). Therefore, consumer buying decision models such as AIDA, an acronym for awareness, interest, desire, and action, impact each stage of procurement that buyers undergo. It is essential for retailers to comprehend the mentioned biases and models effectively to enhance the online shopping experience and attract more customers to their platforms. In addition, the passive view model facilitates irrationality, which can lead clients to the habit of impulsive buying. For instance, consumers can be manipulated by the promotions being offered; thus, they fail to recognize the value of the product.
Compatibility of Sustainable Consumer Behavior with Vast Products Purchased Online
Over the years, the aspect of sustainable consumer behavior has remained a key concern in the retail industry. However, the emergence of e-commerce is significantly affecting the ecosystem as opposed to how it should facilitate sustainable consumer behavior. Following the convenience of online shopping, that is, buying commodities in the comfort of the consumer, most customers make several purchases (Banytė et al., 2020). To deliver the products to the respective clients, the suppliers use a large number of transportation trucks, which in turn emit greenhouse gases into the atmosphere. Compared to the physical purchase of the commodity, e-commerce produces a significant quantity of carbon emissions in the environment.
Therefore, it can be concluded that online transactions between customers and sellers contribute effectively to unsustainable consumer behavior. For example, the renowned e-commerce business organization Amazon delivers large quantities of items across the globe using trucks, planes, and even ships. These aspects enhance pollution, which could be reduced if people opt to buy the items from nearby stores.
Furthermore, e-commerce purchases involve an increased concern about packaging that is unfriendly to the environment. For instance, when an individual places an order online, the product must be packed accordingly, irrespective of the size and quantity (Banytė et al., 2020). The sellers aim to ensure the commodities reach clients in good shape. The practice increases the number of packaging products disposed of in the ecosystem; some are non-biodegradable.
As many people procure items online, the waste from packages rises significantly, affecting the environment. Unlike online shopping, offline buying proves more effective in promoting sustainable consumer behavior. For instance, when buyers go to the stores, they are more likely to reuse their packages to minimize the cost associated with purchasing the items. Furthermore, whenever a customer visits the shop, they tend to procure products in large numbers to eliminate the aspect of continuous travel to the store. Based on this perspective, it is evident that as the items to be purchased online increases, there is an impact on sustainable consumer conduct.
Conspicuous Consumption: Impacts of the Hedonic Treadmill on Online Shopping Habits
Both conspicuous consumption (CC) and the hedonic treadmill are psychological situations that have the potential to impact online shopping habits. CC refers to purchasing and showing luxury products to indicate other people’s social status (Assimos et al., 2019). The behavior is mainly aimed at gaining recognition through displaying an individual’s products.
Most online retailers provide a variety of luxury products on their websites. Buyers can easily access the items by navigating the platform and procuring such luxurious commodities. Consumers who value luxury as a form of social status may be more likely to adopt public shopping habits where they can display the items they purchase to other shoppers.
The shift from online to offline purchases is facilitated by the fact that buying commodities online is private. However, the individual will not be satisfied because most people will not see the class the person belongs to. Based on this situation, CC promotes in-store procurement and limits the participation of such clients in online buying.
In addition, online retailers promote the aspect of CC through celebrity marketing. Currently, businesses have formed the tendency to use influencers to promote their products in the market. When the influencers display the items on social media platforms, they draw the attention of potential buyers, especially their followers (Assimos et al., 2019).
The approach is capable of increasing online buying since most of the supporters tend to copy the lifestyle exhibited by the respective celebrity. Therefore, consumers may find themselves buying luxurious products through online websites following the influence of celebrities. In this case, CC enhances online shopping because consumers can see how their role models use the commodities, an experience they cannot obtain from physical stores.
The hedonic treadmill is a situation whereby consumers adapt to positive experiences they obtain from the products and continuously need the items to maintain their happiness. This aspect is having a significant impact on online shopping habits. Based on the hedonic treadmill idea, even if the customers have achieved their desired satisfaction, they are more likely to seek a different item to enable them to remain happy (Stanborough, 2020).
Since online websites display a variety of products, it becomes easier for consumers to access different types of commodities. This aspect facilitates the ability of the customers to buy one item followed by another. Even though CC and hedonic treadmill situations can be a challenge to most online shoppers, customers can avoid these behaviors.
For instance, the buyers can focus on the value they gain from a product and make their procurement a priority. Individuals should ensure their purchasing decisions are not guided by the need to impress society. When such conduct is applied, it might be easier for the clients to limit the impacts of the mentioned behaviors on their online shopping habits.
Conclusion
The evolution and emergence of online shopping have drastically impacted the overall consumer behavior in the market. Before engaging in online purchases, clients are motivated by several factors, such as the availability of commodities, ease of delivery, prices, and promotions. Contemporary online procurement has further raised concerns about sustainable consumer behavior.
Both the buyers and retailers have significant roles to play in facilitating the sustainability of consumer conduct. For instance, businesses should consider packaging products in environmentally friendly packages to reduce possible impacts. Similarly, consumers should encourage consolidated transportation of products to minimize the emission of toxic gases into the atmosphere during shipment.
In addition, human buying decision biases, such as confirmation bias, significantly impact online shopping habits. Most consumers tend to procure items they have preexisting information about; thus, they ignore other items with value. Furthermore, the CC and the hedonic treadmill affect online purchasing habits. Both retailers and customers need to identify how various psychological factors influence online shopping habits.
References
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Banytė, J., Šalčiuvienė, L., Dovalienė, A., Piligrimienė, Ž., & Sroka, W. (2020). Sustainable consumption behavior at home and in the workplace: Avenues for innovative solutions. Sustainability, 12(16), 6564. Retrieved from Proquest One Academic from the Touro Library.
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