Factors Influencing Online Customers Purchase Behaviour

This research aims to understand the factors influencing online customers purchase behaviour, focusing on their pattern of decision-making when choosing among retailers using Amazon. The study explores the influence of Amazon on customers' buying behaviour and examines the demographic characteristics of customers using Amazon. The research objectives include establishing a model to explain online purchase and decision-making processes, assessing the impact of individual characteristics and factors on online purchase, and using online panel data to understand customers' behavior on multiple retailers.