Online Shopping: Challenges and Influencing Factors

Literature Review
2.1 Review of the literature
The conventional form of business has been supplanted with an online-based business model. More
individuals than ever before are shopping online for a wide range of goods, including houses, shoes, and
airline tickets. While buying online, customers now have a range of alternatives to choose their goods
and services. There are particular characteristics of online shopping. Online retail sales are frequently
challenged by the lack of in-person interaction, followed by worries about the confidentiality of digital
transactions and the safeguarding of individual information (Huseynov & Yıldırım, 2016).
When there is an apparent virtual risk, clients will only spend time shopping online if they stay (Jusoh &
Ling, 2012). Consumer characteristics are influenced by various features, demographic factors,
consumer buying preferences, consumer inventiveness, psychological factors, and consumer awareness
of and use of computers and the Internet. Factors including online trust and past online buying
experience, brand orientation, quality orientation, impulse purchase orientation, and brand orientation
are examined by (Thamizhvanan & Xavier, 2013). A survey was conducted to gauge consumers'
originality level, benefits, risks, attitudes, and intentions (Sivakumar & Gunasekaran, 2017).
Two significant elements, consumer trust and perceived benefits, impact consumer opinions regarding
online shopping. Accordingly, the perceived benefits of online shopping are the two most influential
factors (Al-Debei et al., 2015; Hajli, 2014). Additionally, website design, transactional functioning,
payment, confidentiality, shipping, consciousness, frame of mind, customer identification and
understanding, and customer service are all strong predictors of online purchasing satisfaction
(Katawetawaraks & Wang, 2011). The popularity of a website and, by extension, its offerings are subject
to a wide range of factors.
An appeal favors a consumer's intention to make an online purchase and vice versa. According to some
examples that have come to light, certain online retailers may not have been entirely upfront about
their goals or may have exploited customers' personal information improperly, which could have a
detrimental effect on their plans to make an online purchase. Additionally, because customers cannot
observe, touch, or test the products and services, online service providers run a more significant risk
which deters consumers from making online purchases (Lee & Turban, 2001). Therefore, it impacts
consumers' faith in online service providers.
Building customer trust should be the top priority of e-retailers since it influences customers' intentions
to make online purchases (Flavián & Guinalíu, 2006). The brand’s reputation, the quality of the goods,
and the country of origin all play essential roles in determining whether or not a potential online buyer
will complete a transaction (Haque et al., 2015). A person's propensity to shop online is significantly
predicted by their level of shopping satisfaction and their opinion of the website's usefulness (Koufaris,
2002).