Exploring Online Consumer Behavior

Exploring Online Consumer Behavior John, A. Smith & Jane, L. Doe Liberty University Abstract Internet usage has skyrocketed in the past few decades, along with this increase comes the increase in internet shopping by consumers. This paper will examine the following research questions: (1) How do factors previously researched affect the online purchasing behavior of consumers and (2) what are the significant consumer behaviors both positive and negative that affect internet consumerism? By identifying these factors and variables, new strategies can be formulated and both consumer and supplier can gain knowledge and understanding of behaviors which exist. EXPLORING ONLINE CONSUMER BEHAVIORS The Internet has been accessible to the public for over twenty years (Kukar-Kinney, Ridgway, & Monroe, 2009). It came upon the scene and has exploded in popularity like few things have ever done in the history of the world. Since the introduction of the World Wide Web, the interest in the value of commerce and individuals has been growing. Consumer behavior is “the study of individuals and the process they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (Perner, 2008). There are many variables to consider when outlining behaviors of Internet consumerism. Online consumer behavior is affected by three main things: “attitudes towards online shopping, motivations, such as price, convenience and hedonic motivations, and online information search” (Quez, & Xu, 2009, p.409). . Other variables to consider in online consumer behavior are online experience, sexual preference, and the primary...