Impact of Online Stores on Shopping Behavior

Running head: IMPACT OF ONLINE STORES ON SHOPPING BEHAVIOR 1
Impact of Online Stores on Shopping Behavior
Name
Institution

IMPACT OF ONLINE STORES ON SHOPPING BEHAVIOR 2
Impact of Online Stores on Shopping Behavior: A Case Study of Brisbane
Justification of the Project
The main objective of the paper is to investigate the impact of online stores on shoppers’
behavior. Online stores are the modern trend of buying where consumers purchase goods and
services from online retail stores such as Alibaba, Amazon, Walmart, eBay, to mention a few
known globally (Hasan, 2014). The shopper only needs to have access to the internet, and a
computer or a smartphone then sit in the house or office and shop (Huseynov, & Yıldırım, 2014).
The growth in mobile and internet technologies have played a significant role in online
marketing and shopping trends.
The study of consumer behavior model focuses on the individual, groups, or
organizations behaviors when choosing, securing, and making transactions to satisfy their needs
(Liao, Chu, Chen, & Chang, 2012). Online shopping takes the forms of business-to-business,
business-to-consumer, and consumer-to-consumer models. Traditional shopping has a limitation
of having a fixed time when buyers go to the market, time-consuming as shopper go around the
store and making payments. It is also limiting in the time of purchase since there are open and
close hours. The shortcomings with traditional buying are solved by the use of online shopping
where a buyer shop variety of products with few clicks (Vrender. 2016). Online stores are
available 24 hours and seven days a week.
According to WebAlive, 85 percent of Australians use the internet, and around 12.1
million use social media (WebAlive, 2017). The trend in the spread of internet use and other
internet-enabled devices shows the future of retail stores is in the online market. According to
Phelps and Watt (2014) online shopping has increased in Australia owing to the ability to buy
anonymously and hence has led to megastores such as Coles, Woolworths, and Target and which

IMPACT OF ONLINE STORES ON SHOPPING BEHAVIOR 3
have harnessed the advantage of the sizeable online market by creating websites where
customers can shop and get their products delivered.
The trends in online stores have introduced a new dimension of shopping from home or
at convenience. The research will aim to evaluate the rationale for the consumer’s willingness to
shop online and how that decision has influenced their buying behavior (Al-Debei, Akroush, &
Ashouri, 2015). The study will be based on the fact that internet users have shifted their buying
behavior to traditional market visiting online stores (Huseynov & Yıldırım, 2014).
Fundamentally, the paper will evaluate the buying behavior of consumers in Brisbane in
Australia. Thus, it will determine trust, convenience, time, product variety, and privacy issues
with online shoppers.
Theoretical Justification
Why Theoretical Interest to Researchers
Consumer buying behavior is a field of interest to many researchers, particularly
marketers. Buyers behavior is a decision process and actions of those involved in buying and use
of the product. As such, it is crucial to understand why consumers buy what they buy, what
influences them to buy what they buy, and online stores impact these behaviors. The consumers’
behavior is influenced by how much they are involved in the purchase decision and the level of
involvement that determines the motivation behind buyer preferences in making purchases. In
this context, there are various types of consumer behavior, including routine response, occasional
buying, infrequent buying behavior, and impulse buying. Each of these buying behaviors is
influenced by the rate of involvement of the consumer, knowledge about the product, availability
of the information about the product, and time to make the purchase decision. Also, they are
influenced by economic status, subjective perception, prices, and consciousness during purchase.

IMPACT OF ONLINE STORES ON SHOPPING BEHAVIOR 4
On the other hand, is the growth in internet marketing and online transactions have
sparked the interest of marketers. Online stores are emerging trends in the field of e-commerce.
Internet shopping has offered a new channel in the value chain. People are using the internet to
find products of their interest and reviews about them. As such, the internet created a highly
competitive market as a retailer competes for consumers. The Internet has changed consumer’s
stores to a global perspective in shopping (Wang, Jia, Schoenherr, & Gong, 2018).
Consequently, the online market affects consumer online behavior, which influences the decision
on purchases. Buyers not only buy products but also compare prices and terms of sale and
deliveries in various online stores before making the purchase decision. Research on the
paradigm shift in consumer behavior from the traditional store to the online store is critical as a
contributor to the knowledge of marketing and consumption in the contemporary global market.
Theories Related to Consumer Behavior
There are many theories of consumer behavior as they are taught in various field of
studies. Nevertheless, they all have a basic model that is the theory of consumer behavior. For
this research paper, five main models will be discussed in the context of online marketing and
buying behavior.
a. The Marshallian Economic Model: According to Alfred Marshall consumers buy those
products and service that they feel offers them the satisfaction they need (Wright, 2006).
The satisfaction is dependent on the tastes and prices of other similar products. The
model shows that the buyer’s behavior and decisions are for personal interests. In his
perspective, buyers try to be rational rather than wholly applying the economic theory in
the choices they make. Thus, consumers may not use economic analysis for all products
or services they purchase but rather are selective. For instance, the consumer may not