The definition of customer behaviour in the field of online purchasing comes with many complications in their definition due to the fact that there is so much diversity in modern societies. An empirical study showed that there are many motivations that are somewhat difficult to…
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And these are to help to guide and provide important boundaries within which consumer motivations can be defined and utilised in discussions relating to online purchasing behaviours.
Like most other fields, the field of online sales is generalised and critiqued appropriately through the segmentation of the markets and the identification of various interest groups and classes in the online buying population (Wu & Chou, 2011). The study indicates that databases are created as a means of providing links and procedures for the conduct of research and affairs in a given organisation and market in order to provide better and more predictable approaches and methods for data collection.
There are two main variables that define the repurchase choices and decisions of people who purchase products and services on line: online relationship quality and perceived website quality (Zhanga, Fang, Wei, Ramsey, & McColee, 2011). These two variables culminate in perceived vendor expertise that builds a perceived reputation on the minds of consumers. That makes them repeat customers and clients in the organization. On the other hand, the risk and uncertainty provide a rationale for purchase whilst the intrinsic motivation and extrinsic motivation of the purchase lays the impetus for utilitarian value that guides purchase (Chiu, Wang, Fang, & Huang, 2014).
In order to study consumer behaviour in e-commerce, some theorists identify that there are two main approaches to study and identify important factors that define the way consumer behaviour. The first is the theory of planned behaviour which relates to the actions and processes of previous e-commerce users (Del Bosque & Crespo, 2011). The second is the theory of technological acceptance which involves the new user who identifies the best approaches and systems that are used to guide the conduct of such persons (Del Bosque & Crespo, 2011). It was identified that third party support
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The firm that is analyzed in the paper is Dixons Retail Group which is among Europe’s leading specialist electric retailer and services company that sells consumer electronics, photographic equipment, domestic appliances, personal computers, communication products and related services. As at the June 2011, the company was trading through over 1,200 stores and online in 28 European countries.
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