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Chapter 2: Literature Review

There are many studies that have already looked into the factors that will affect consumers’ online buying behavior (Seda Yoldas, 2012; Adil Bashir, 2013). Previous researchers have examined the area of factors which affect and influence consumers to shop online. (Muhammad Umar Sultan and MD Nasir Uddin, 2011). This study reviews the previous studies done by researchers and highlights the main research question regarding to the elements affecting consumers’ online buying behavior.

2.1 Consumers online buying behavior

Consumer online buying behavior refers to the attitudes, preferences, intentions, purchases, uses and decision made while purchasing goods and services through the Internet that will satisfy to meet their needs. In other words, consumer online buying behavior can also be defined as the behavior or attitude that consumer explores in the process of searching for goods and services, purchasing through online, evaluating and disposing the products or services that they expect will satisfy their requirements (Kuester, 2012). In addition, the behaviors of every consumer are different from consumers’ buying choices which are influenced by purchasing habits and choices that are turn tampered by psychological and social drivers that affect consumer purchasing decision. (Brassington, F. and Pettitt, S., 2000) The researcher highlighted that consumers behavior in decision making can hardly be defined as it is unpredictable. What can be done by the researchers is predicting the future trends by bringing and considering profitable products and services into the market. (Adil Bashir, 2013) According to Donal Rogan (2007), he stated that “strategy is about increasing the probability and frequency of buyer behavior. Requirements for succeeding in doing this are to know the customer and understand the consumer’s needs and wants.”

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