The Factors Driving Consumer Behaviour and Experience in Buying Products through Online

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ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

In this study we try to explore the concept of “Consumer Behaviour” in a holistic context. The main focus of the research is on “Factors Driving Consumer Behaviour when buying online” in “United Kingdom”. The research also analyzes the “Trust consideration” of consumer for “Online market place” and tries to gauge its effect on “Consumer Behaviour”. Finally the research describes the factors which have an impact consumer experience when buying online.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

Background of the Study1

Purpose of the Study2

Problem Statement2

Rationale of the Study3

Aims and Objectives3

Theoretical Framework4

Research Questions4

Ethical Concerns5

CHAPTER 2: LITERATURE REVIEW6

Consumer Behaviour6

Online Marketplace6

B2c/C2c Online Marketplace7

Online Buying Behaviour of Consumers7

Characteristic of Online Buying Behaviour of Consumers8

Trust Consideration10

Emotional and behavioural loyalty11

Online Buying Experience of Consumer in United Kingdom12

REFERENCES13

CHAPTER 1: INTRODUCTION

Background of the Study

Degeratu and Rangaswamy (2008, p.63) “Loyalty is considered as the tendency for some consumers to stick to the same products. The stronger the loyalty, the slower it changes in numbers of consumer buying pattern for particular products. For discrete-time models, the degree of loyalty corresponds to the size of diagonal elements in a transition matrix”. Understanding the consumer buying behaviour on the Internet has become one of the key considerations of the online marketplace. The behaviour of the E-procurement should seek to understand its behaviour as a whole since the acceptance of this method of sales, and distribution through the continuous search for information or directed to the purchase / consumption and the possible takeover (Pookulangara and Koesler, 2011, p.348). New technology is influenced by the ease of use and perceived usefulness, or Internet clearly meets user expectations. The aim of this paper is to look at the different reasons for attending an online shop for the consumer shopping situation their considerations (Yim Yiu and Cheong, 2010, p.350).

Shopping behaviour is a set of activities that reflect motivations and decision-making process of the consumer. These activities are either type of attendance - goal-directed behaviour or behaviour is experiential evaluation of the market offer. These modes of attendance are strongly influenced by atmospheric variables, situational and individual. The table below presents a simplified summary of the shopping behaviour and its influence variables (Kim and Park, 2010, p.1215). Structure behaviour is directed toward a ...