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Consumers' Digital Shopping Experience: A Study of the Factors Influencing Purchase Decision
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Author(s): Chandra Sekhar Patro (Department of Management Studies, Gayatri Vidya Parishad College of Engineering (Autonomous), Visakhapatnam, India)
Copyright: 2023
Volume: 19
Issue: 1
Pages: 17
Source title:
International Journal of E-Business Research (IJEBR)
Editor(s)-in-Chief: Jeffrey Hsu (Fairleigh Dickinson University, USA)
DOI: 10.4018/ijebr.318475
Purchase
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Abstract
Digital shopping has been the most imperious facet of e-retailing, and it has become an essential part of consumers' lifestyles. Besides the various advantages offered to digital shoppers, there are certain difficulties faced by them while making an online purchase. Therefore, it is significant to identify the factors influencing the consumer's purchase decision in the digital shopping context. The study empirically investigates the association of various factors related to consumers digital shopping experience on the purchase decision. The results reveal that the seven factors—website aesthetics, accessibility, trust, price offerings, security, delivery, and quality—have a positive association with consumer digital purchase decision. The findings will help the online traders to understand the satisfaction experienced by the consumers in the digital shopping context and develop strategies to attract new consumers and retain existing ones.
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