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BSB61015 - Online Shopping in the UK| literature review

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Australian Pacific College

   

Advanced Diploma of Leadership and Management (BSB61015)

   

Added on  2020-03-04

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The below-given literature review highlights the concept of online shopping along with discussing online shopping when it comes to age, fashion and gender. The preference for online shopping differs if factors such as age, gender, and fashion are considered.

BSB61015 - Online Shopping in the UK| literature review

   

Australian Pacific College

   

Advanced Diploma of Leadership and Management (BSB61015)

   Added on 2020-03-04

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Running head: LITERATURE REVIEW ON ONLINE SHOPPING IN UKLiterature Review on Online Shopping in the UKName of the Student:Name of the University:Author’s Note:
BSB61015 - Online Shopping in the UK| literature review_1
1LITERATURE REVIEW ON ONLINE SHOPPING IN UKIntroductionOnline shopping is the most preferred way of shopping in recent times among thecustomers. Business organizations offer online shopping in order to increase their customer baseand profit for them (Moshrefjavadi et al., 2012). Online shopping allows customers to shopaccording to their convenience regardless of time and place. This provides an opportunity for thecustomers to access products and purchase regardless of the country. This literature reviewhighlights the concept of online shopping along with discussing online shopping when it comesto age, fashion, and gender (Moshrefjavadi et al., 2012). The preference of online shoppingdiffers if factors such as age, gender and fashion are considered. Research GapsOnline shopping is the most preferred trend among the customers and the organizations.Organizations used online shopping in order to increase their customers’ base and their existingbusiness. However, in the past, online shopping based on age; gender and fashion are notextensively studied (Lian & Yen, 2014). Online shopping has been studied generally from theorganizational perspectives, ways of increasing customer base and their existing business.Previously research has also been conducted on why online customers prefer shopping, profitdue to online shopping and security issues related to online shopping. However, extensive research has not been conducted from individual perspectives of thecustomers. Therefore, it is hard to find which factors influence online shopping more, fashion,age or gender. The fashion sense of an individual might influence the decision of onlineshopping rather than the age (Lian & Yen, 2014). On the other hand, an elderly customer might
BSB61015 - Online Shopping in the UK| literature review_2
2LITERATURE REVIEW ON ONLINE SHOPPING IN UKprefer online shopping due to her needs rather than her fashion. This essay highlights andresearches on the influence of age, gender and fashion online shopping. Therefore, as thesefactors have not been discussed previously in regards to online shopping, they are identified aspotential research gaps and discussed here.Concept of Online ShoppingAs mentioned by Moshrefjavadi et al., (2012), online shopping is a marketing strategyundertaken by the organization to increase the customer base and the business. In order to sustainin the competitive market, business organization develops and implement unique strategies toreach out maximum customers. Online shopping is one such marketing strategy provided to thecustomers by the organizations considering the needs of the customers. The online shoppingfacility provided by the organizations consists of wide range of products starting from clothingfashion, groceries, medicines and food items. The products in the online shopping are based onthe demands of the customers of the particular organization. Factors influencing online shoppingAs mentioned by Lian & Yen (2014), age is a major factor that influences the decisionsof the individuals to continue online shopping. However, as argued by Luo, Ba & Zhang (2012),gender and fashion influences online shopping most significantly. Customers prefer onlineshopping as this allows them to shop according to their convenience. This is because onlineshopping provides opportunities for the customers to shop regardless of the time and location.The organizations then deliver the products of the placed order to the customers irrespective ofthe location.
BSB61015 - Online Shopping in the UK| literature review_3

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