Why and How Do Consumers Buy Online?

Abstract

Objectives: The main objective of this study is to understand why and how consumers buy online. In line with that, this study aims to find out what contributes to the online purchasing-process.

Summary: The research began with reviewing and collecting existing literature about the topic. From that literature, a conceptual framework was constructed to predict the effect of independent variables (convenience, impulse buying, buying incentives) on the dependent variable (conversion rate measured in the form of online buying frequency). A survey was conducted to gather responses about the topic and data was analyzed with 120 respondents.

Conclusions: Convenience is the main reason why the majority of consumers have adopted online purchases as part of their life and consumers primarily initiate online purchasing processes to conveniently purchase something they absolutely need, not because they are looking for sales or as the result of impulse buying.