The Advantages and Risks of Online Shopping

In Sylvain Senecal and Jacques Nantel’s study “The influence of online product recommendations on consumers’ online choices” the result proved that “This type of information source indeed influences consumers’ online product choices, and that it is more influential than conventional recommendation sources.”. Based on the foregoing, online shopping overcome the real market and the traditional information sources by simple tool which is the recommendations list’s

This is because online retailers can implement marketing strategies that drive customers to shop online. Perceived usefulness is one of the factors that influence customer intention. Usefulness refers to how a website brings value, effectiveness and advantage to customer that will influence their purchase decision. Furthermore, Honarbakhsh, Hooi, Kavianpour and Shadkam (2013) found that the perceived ease of use has significant impact on customer intention to online retailing. This is because customer can experience the convenient and searching products or services by browsing the website.

Big Data Impact on Online Shopping Big data is the term for massive data sets that require computer processing to uncover minute bits of data that may have otherwise gone unnoticed. As calculating power increases, such data points are becoming used for many things, and retail is one of them. Macy (2013) notes that the use of big data has been driven by retailers as they seek to enhance their "path to purchase" methods. Online retailers in particular seek to develop their websites in ways that encourage the most purchases, and that requires the use of big data. For the shopper, this is also a benefit.

Objective of customer buying studies highlighted the role of such as factors that are service quality, equity and value, customer satisfaction, passed loyalty, expected switching cost and brand favourite (Hellier, 2003). Attitude towards online shopping and intention to shop online are not only related to ease of use and fun but also to numerous exogenous factors such as consumer traits, situational aspects, product characteristics, preceding online shopping experience and confidence (Monsuwe 2004).

The impacts of online shopping have been advantageous as well as disadvantageous. The beneficial impacts of online shopping are greatest on the nation’s economy. Consumers do not only purchase items online, but the internet allows consumers to compare and browse items online. This then results in consumers going out and buying those items at stores. “But because people also go online to investigate merchants and compare products, the internet winds up influencing about six times that many offline purchases” (Freeman Evans 1).

2013). The above conceptual framework provides a brief description about the customer behaviour on the online marketing criteria and who they impact the consumer buying behaviour. From the above review, it is clear that the traditional marketing had been enhanced with the invention of online marketing and the business organisations have been greatly profitable by it (Hansen, 2015). With the help of the online marketing strategies, the business organisations can invest in wide range of products and reduce their promotional costs by investing in online marketing advertisements. Though traditional marketing strategies have its own importance, the online marketing strategies have been more beneficiary to the business organisations in

Efficiently Digital marketing provides you with opportunities to automate part of the customer satisfaction and relationship building process. Automation could help you deliver an exciting brand experience further enhancing your customers’ satisfaction. Online retailers use collaborative filtering to find and expect what customers might like based on their browsing and buying

Importance of the E-commerce Cheap and Convenient. Carrying out business online has cut down the cost of promotion and marketing for goods and services. Time barriers do not affect online transactions as the services can be accessed any time of the day with just a click

With the ease of shopping in your own home there are many benefits of doing your shopping online. Consumers can easily compare prices online, there is a larger range of products on the web, you can save time by having your shopping delivered right to your doorstep and it also overcomes physical barriers. Over the last decade online shopping has challenged and replaced the traditional means of physically going into shops as the digital world has provided customers with further convenience, flexibility and comfort from shopping from your own home. The Internet is currently the third most shopped channel; brands are pushed to keep up with the trend of building an online shopping option for their consumers and this is evident through the increase in retailers offering online options for their consumers (Valerio). With solely digital stores like Net-A-Porter, Amazon and eBay, competition among digital stores and physical stores are tight.

With the development of world technology are more and more advanced, the digital economy and mobile payment are gradually universed to many people, the new payment method of shopping online is appear. Compared with the traditional buying goods in a store, shopping online is becoming more popular with people for it is convenient and original, obviously it has better and more advantages. “But there are also some shortcomings about shopping online which traditional way does not have, such as the quality problems, security problems, after-sales service problems and so on.”(Michal Pilík) People also need have careful attitude to it. So, we can know whether shopping online or buying in a store also each has its own advantages and shortcomings.