PRESENTATIONS, Farida Mohamed

Introduction

In recent years, the rise of online shopping has significantly influenced consumer behavior, particularly when it comes to purchasing non-necessities. Our presentation aimed to analyze the various factors that affect online shopping behaviors in the realm of e-commerce and marketing. Consumers increasingly use the internet for a multitude of purposes, such as searching for product features, comparing prices, reading reviews, and making payments. Following the purchase, these activities are often complemented by the delivery of goods and post-sale services.

The internet has transformed into a vast global marketplace, facilitating the exchange of goods and services. Its extensive product selection, wide coverage, and 24/7 accessibility have all contributed to its growing popularity among consumers worldwide. The objective of this study was to provide insights into these dynamics to better understand consumer behavior in digital marketing.

Our study focused on five key factors that influence online shopping behavior for non-necessities:

Non-Delivery Risk: The risk of not receiving the product purchased.
Product Risk: Concerns regarding the quality and performance of the product.
Convenience Risk: The ease or difficulty of the online shopping process.
Return Policy: The impact of trust and satisfaction regarding return policies.
Financial Risk: How these factors influence consumer confidence.

Methodology

To gather data, we conducted a survey with 200 individuals aged 16 and above. This demographic was chosen for its relevance to the social media generation. We applied a quantitative research approach to better analyze the factors impacting consumer behavior.

Conceptual Framework

Our conceptual framework consisted of six independent variables impacting online shopping behavior: Financial Risk, Product Risk, Convenience Risk, Non-Delivery Risk, Service, and Infrastructure. The relationship between these variables and online shopping behavior was analyzed using statistical methods.

Results and Conclusion

Our findings revealed a significant relationship among the studied variables, with a simple regression analysis yielding a coefficient of 0.335. This study underscores the pivotal role that convenience plays in online shopping behavior. Aspects such as easy access, a diverse product range, straightforward payment methods, personalized recommendations, and a seamless checkout process enhance customer satisfaction and drive sales.

Acknowledgements

We would like to thank everyone for their attention and participation in this study. A special thank you goes to Dr. MG Samy for her invaluable support and supervision throughout our research journey.

Keywords

Online Shopping
Consumer Behavior
E-commerce
Non-Delivery Risk
Product Risk
Convenience Risk
Return Policy
Financial Risk
Digital Marketing

FAQ

What factors influence online shopping behavior?
The main factors influencing online shopping behavior include non-delivery risk, product risk, convenience risk, return policy, and financial risk.

What methodology was used in this study?
The study surveyed 200 individuals aged 16 and above using a quantitative research approach to analyze factors impacting consumer behavior.

What were the key findings of this study?
The study revealed a significant relationship between convenience and online shopping behavior, highlighting the importance of easy access, diverse products, and a smooth checkout process.

Who supervised the research?
Dr. MG Samy provided supervision and support throughout the research process.