Consumer Behavior Towards Online Shopping - Research Paper Example

Consumer Behaviour towards online Shopping In the era of 21st century, internet plays a major role in everyone’s life. All of us are dependent on the internet in some way or the other. It can be in the form of checking and sending emails, or accessing banking accounts or for other to connect with other people across the world. Recently many retail chains and expanded their business by provided their services or products online to their customers. Their many such retail chains. The business of this company’s mainly run on the basis of their customer satisfaction. Our study in this report will be to study the customer satisfaction towards online shopping in in various cases. The analysis has been done on the basis of secondary sources available online through various authentic surveys and newspaper reports. Finally will be commenting on the finding of the analysis and concluding the report. Table of Contents 1.Abstract 2 2.List of Tables and Figures 4 3.Introduction 5 Research Objectives 6 4.Literature Review 6 5.Methodology 13 Choosing the Methodology 13 Choosing the Sample Set 14 6.Findings and Discussion 18 7.Limitations 20 8.Conclusions 20 9.References 22 2. List of Tables and Figures 1. Figure 1 – Research Model for Online Consumer Behaviour ---------- Page 9 3. Introduction Before we begin with the topic of discussion we need to first understand the concept of customer satisfaction and why it is important for every business house. Numerous organizations discuss the requirement to secure enduring customer "connections." And, where else yet in interpersonal connections do we come across our necessities? As in all interpersonal connections - marriage, organization and customer - trust establishes the framework for development and improvement. By recognizing the feeling based requirements of their gatherings of people, organizations can find bits of knowledge that transcend standard promoting practices. We should perceive how advertisers can reveal the intelligent illustrations of buyer conduct connected with brand reliability or separation. The choice making process is determined by a mix of conscious, sensible, and subconscious, passionate, needs. When a customer is confronted with an excess of decisions, individuals frequently incline toward items or product that "feels" right. Whats more, in such a gathered commercial Centre, passionate drivers trump sensitive thought. Organizations are proficient at tending to the objective, coherent parts of the customers choice making procedure, yet are all in all unmindful of the enthusiastic component. Numerous disregard the centre human needs that profoundly impact customer choices just to end up astounded by their disappointment to hold customers. Advertisers regularly discuss customer connections, yet make little endeavour to comprehend their developing enthusiastic necessities, damning the precise connections they plan to encourage. Showcasing techniques regularly depersonalise individuals - customers are targets, purchasers, unanticipated adopters, eyeballs - further undermining their endeavours to address the enthusiastic needs that drive their buy choices. The predominance of the Internet has stimulated tremendous enthusiasm toward the investigation of consumer-based electronic trade lately. Specifically, the centre of these studies was on researching elements influencing the plan and selection of consumer online buy. Early studies in online consumer conduct to a great extent tried to investigate how consumers receive and use online buy. Particularly, the accentuation was on the precursors of consumer online acquiring expectation and reception. Organizations, then again, have begun to understand that in the advanced economy, contenders are simply a click away. Introductory appropriation by consumers is just the first step towards general achievement, and organizations that succeed in their e-business activities are capable at making and keeping up a long haul-reasonable association with dedicated clients. Therefore, inquire about in the consumer duration conduct (repurchase) gets to be progressively remarkable. Research Objectives In this report, through our analysis, we will attempt to understand the answers for the following questions: Which elements have great impacts and effects on internet shopping? What effects do these elements have on the consumer behaviour of online shoppers? How satisfied and devoted are customers towards internet shopping? 4. Literature Review Our examination demonstrates that online consumer behavior is still divided. For instance, specialists, for example, Goldsmith (2000) and Limayem et al. (2000) found that individual imaginativeness is a key identity attribute that demonstrates consumer online buy expectation. Chau et al (2000) analyzed the impacts of presentation mode, web search tools, and route structure of item things on the reception of Internet shopping. Jarvenpaa et al (2000) reasoned that confide in an Internet store is a striking determinant of online shopping. At long last, Lee (1999) concentrated on online repurchase and fought that consumer trust and consumer fulfillments were the key predecessors of proceeded buy. With a specific end goal to catch the vital components illustrating online behavior, we propose a bringing together skeleton that could in the long run aide inquire about around there. Through a nearby examination of the current writing, five real area territories including singular/consumer attributes, natural impacts, item/benefit qualities, medium aspects, and online shipper and mediator qualities were recognized. The effect of Individual/Consumer aspects on the appropriation of IS/IT is an overwhelming examination point of view in the IS writing. In the current study, singular/consumer qualities alludes to the elements particular to the consumer, for example, demographics, identity, esteem, lifestyle, demeanor, consumer assets, consumer mental components (stream, fulfillment, trust), behavioral attributes (searching for item data, access area, term, and recurrence of use), inspiration, and experience. Ecological Influences Other than individual qualities, researchers like Engel et al (2001) battle that natural elements like society, social impact, associate impact, and broad communications assume a critical part in influencing consumer acquiring choices. We accept that these components are likewise pertinent in the connection of online consumer behavior and subsequently incorporate them in our structure. Item/Service Characteristics Jarvenpaa and Todd (1996) contend that value, quality, and item sort are the three key components in forming consumers observation. In proposed fracture, item/benefit aspects for the most part allude to information about the item, item sort, recurrence of procurement, substance, separation and cost. Qualities of frameworks have been widely concentrated on in the IS writing. Customary IS properties, for example, convenience, quality, security and dependability are incorporated in the investigation of electronic business frameworks. Moreover, web particular variables, for example, simplicity of route, interface and system pace are likewise acknowledged in the current study. Analysts have proposed a wide characterization of Internet retail stores and also the key properties and characteristics of online stores. These studies furnished us with a finer knowledge into the investigation of online vendor and go-between attributes. In the current study, we included components like administration quality, security and security control, brand/notoriety, conveyance/logistic, after deals administrations and motivating force in our structure of online consumer behavior. The figure below tells us the research model of online shopping behaviour. Moreover, satisfaction is likewise the principle driver of customer steadfastness (Dixon et al 2005, p.363; Heitmann et al 2007, p.245). Keller et al (1991) contended that brand picture will eventually impact the customer faithfulness. In internet nature, components, for example, Navigability, Trust, Enjoyment and Interactivity were critical drivers which influence disposition towards online store picture. Olsen (2007, p.316) demonstrated that the relationship between satisfaction and dependability fluctuates between businesses, and the quality of relationship might be influenced by numerous variables including duty, trust, or the level of purchaser inclusion. Whats more again Rauyruen and Miller (2007, p.25) proposed four determinants of business to business devotion: administration quality, responsibility, trust, and satisfaction. The effects of this postulation will help the online dealers to not just distinguish the key change territories in their online business additionally keep tabs on them so as to upgrade the customer satisfaction and loyalty towards web shopping. The discoveries of this exploration will help the online vendors in the accompanying way: 1. Identify the key regions for enhancing their online business. 2. Address the downsides and customer desires towards internet shopping. 3. Recognize their quality and further keep tabs on expanding customer satisfaction of online customers. The accompanying segment examines the favourable circumstances and detriments of web shopping when all is said in done. Advantages of web shopping While the expected shopping system has its favourable circumstances, web shopping might be ascribed to convenient, bother free, record-breaking accommodation. The different points of interest of internet shopping are: reduces travel need, time and vitality utilization Internet advertisers similarly offer items / administrations at a less expensive cost and delicate administration too. customers can window shop a mixture of items with most extreme solace from home The value and profits offered by different item / administration suppliers might be effectively thought about. The item quality could be examined in portion with the assistance of customer suggestion, evaluations and so forth. Item data might be effortlessly gotten from online indexes, item portrayal and so forth and it is approachable at whatever time of year or day. Disadvantages of internet shopping Waiting time included in accepting the item as contrasted with obtaining it promptly from a physical store. Customer will bear the conveyance accuses of a percentage of the vendors not all. Customers are not fulfilled by the item appropriated. For instance, the item appropriated is in terrible condition, broken or a percentage of the parts are lost. Security measures in regards to making payments online. Service quality and customer satisfaction have something in common. Once talk about the connection between customer satisfaction and service quality is to consider how one affects the other. Service quality can be seen as a global judgment or attitude related to a superiority of a service (Mennig, 2001). The majority of research suggests that the service quality is an important precedent to customer satisfaction, there is also evidence that customer satisfaction is a vital antecedent to service quality (Mennig, 2001). Assessments of service quality affect customer satisfaction and in turn, assessments of customer satisfaction affect service quality .When the strong relationship between service quality and customer satisfaction is examined, either way is feasible. And again Cronin and Taylor (1992) viewed customer satisfaction as the accumulative evaluation and a consequence of perceived service quality (Mennig, 2001). There are differences between online and offline environment in terms of customer satisfaction and loyalty. listed some reasons why the online mediums affect in a different way compared to offline mediums in respect of customer satisfaction. Firstly, Online medium will help to improve the customer shopping process by enabling them to sort and categorize information, by increasing the number of options, by enabling them access peer opinions, feedback and ratings (Meuter 2000a). Therefore, it is possibly that more information will be available online for the same customer who is facing the different sets of information when online or offline decisions take place. Secondly, online shopping experience will also alter expectations of customers. Once they get more information online and they will be less surprised for what they will receive than make a choice offline as they have got some information beforehand and they have already known what the product will be like. So it indicated that less disconfirmation will also result in the increase in customer satisfaction (Zhou and Ali, 2012). Therefore, it is of importance for online retailers to understand what factors affect the customer satisfaction in concept of business-to-consumer e-commerce. In addition, Chun-Chun Lin (2010) argued that in the last ten years, both concepts of customer satisfaction and customer retention have increased importance in both online and offline businesses. Delone and Mclone (p. 9-30) saw “User Satisfaction” as an important method of evaluating customers’ opinion of the e-commerce system. Lin (p.363-78) took information quality, service quality and system quality account into the website quality dimensions. Keeney (p. 533-42) argued that optimize product quality and at the meantime minimize cost are the key factors of success of e-commerce. And then Patterson (p.449-65) also pointed out the product value what customers received in the end is the most important determinant in satisfaction. Also, Ahn et al (p.405-19) pointed out the timely and reliably delivery of product will improve the satisfaction and facilitate repurchase intention. However, Gupta and Kim (p.127-58) thought perceived price is another factor that will affect the customer satisfaction and he saw perceived price as the level of price in the market compare with the reference price of customers. 5. Methodology Having secured the requirement for a structure for creating a deeper understanding of the online consumer, we now turn our consideration regarding the development of this structure. This section will portray the decision of technique used to develop and assess the e-Commerce system in online shopping. Choosing the Methodology In characterizing a philosophy for creating the e-CF, the first prerequisite was to pick a Constructivist system in keeping with the point of view of the postmodern online consumer portrayed in Section 1.1. Besides, the procedure might need to be adaptable enough to fuse existing exploration from both consumer conduct and HCI. Also, the picked system might need to minimize, where conceivable, the worries about biological legitimacy raised by Blom (2004), Limayem et al (2000), Miller et al (1998) and Underhill (2000) through the social affair of information from real consumer exercises. At last, the picked philosophy might need to have the capacity to develop a skeleton that might be useful in investigating online consumer conduct and consequently improving understanding of the online consumers reality. Robson (2002) notes that in qualitative or "adaptable" exploration plan the structure of the study rises up out of the examination, as the accumulation and investigation of the information can change the connection and even the first motivation behind the study. He portrays three methods for adaptable outline; Case study, Ethnographic study and Grounded Theory. Choosing the Sample Set Having settled on the procedure for developing the e-CF and on meetings/perceptions of online shopping conduct as the essential wellspring of qualitative information, the following test was to focus a proper example set for the qualitative studies. Robson (2002) focuses out that while quantitative studies have different standards or rules for deciding ideal delegate specimen sizes, qualitative studies cant be as effectively specified and are frequently compelled by down to earth necessities of time, asset or subsidizing. Robson proposes the idea of "immersion", where information is assembled until the information no more adds new ideas or topics to what has as of recently been determined and recommends that commonly 20-30 meetings are required to accomplish immersion. In taking a look at issues of inspecting in Grounded Theory, Strauss and Corbin (1998) examine the idea of Theoretical Sampling as "Information get-together determined by ideas inferred from the advancing hypothesis… whose intention is to go to places, individuals or occasions that will augment open doors to find varieties around ideas and to densify classifications as far as their properties and measurements". Strauss and Corbin depict different methodologies to inspecting inside Grounded Theory, including Open Sampling which is determined by the requirement for circumstances that will give "the best open door to finding", Relational and Variational Sampling which is determined by the requirement for circumstances that show the extent of a classification or connections classifications and Discriminate Sampling which is determined by circumstances that give open doors to near examination. Notwithstanding the sorts of inspecting techniques utilized, Strauss and Corbin state that the general tenet is to accumulate information until immersion – the information no more includes new classes and every classification is generally-created alongside the connections between the classifications. This idea of immersion is additionally portrayed by Goulding (2002) and Charmaz (2006), with Charmaz focusing on the dangers of grounded scholars suspecting that theyve accomplished immersion excessively soon and deterring parkways of request. Charmazs suggestion is, "Be interested in what is occurring in the field and be eager to think about it. When you get stuck, backtrack and recode prior information and check whether you characterize new leads. Use grounded hypothesis rules to provide for you an idea about the material, not a machine that does the work for you." Given these concerns and the imperatives verifiable in the exploration venture (restricted financing, dependence on one scientist, constrained time scales), the choice was in this way taken to begin the examination by social affair qualitative information on the same number of members in one specific shopping area as could sensibly be enrolled and transformed in a three month timeline and to code the effects of that examination to create an introductory set of classifications which were then continued into the coding of information from an alternate shopping space both to further create the starting classes and additionally to check for the vicinity of new classes. This cycle might be rehashed for no less than one more space, utilizing no less than 20 members within aggregate, until no new classifications were created, consequently giving the level of immersion as suggested by Strauss and Corbin (1998). The principal space picked for study was online perishable shopping. Home conveyance perishable administrations are not positively nothing but the same old thing new, nor is the utilization of advancements in engineering to encourage this administration – in the early some piece of the twentieth century, the presentation of the phone permitted clients to place requests from their homes (Bowlby, 2000). Then again, as general stores got more mainstream the home conveyance administration shriveled and by the 1980s, home conveyance of foodstuffs was restricted to high-end or strength food merchants (Seth & Randall, 2001). At that point, in the 1990s, few organizations were begun focused around the preface that advanced time-starved customers might be intrigued by having perishables conveyed to their home. From the start, these organizations were focused around telephone and/or fax requesting yet in the long run organizations, for example, Peapod were exploring different avenues regarding different online administrations (Keh & Shieh, 2001). By the late 1990s, few conventional general store chains had propelled online administrations of their own, with fluctuating degrees of achievement. Maybe online basic supply shoppings greatest achievement has been in the UK which by 2003 represented half of all European online staple need deals (Wingfield & Anthes, 2003) and has been overwhelmed by the real physical chains, for example, Tesco with online deals in the first 50% of 2004 of £307 million (IMRG, 2005). The notoriety of online basic supply shopping in the UK made it an area especially appropriate-for study by giving a conceivably more demographically changed pool of members than has been the situation for some e-business studies (Wolfinbarger & Gilly, 2003). Furthermore, the cyclic and regularly foreseeable nature of staple shopping empowered booking of meetings and perception of shopping conduct in keeping with the ordinary practices and propensities of the members. At last, decision of this space likewise empowered generally clear examinations between online practices and physical basic need shopping, as members could talk finally about their physical encounters. Investigation of this area likewise empowered some perception of both online and physical conduct for the same members. The second space picked for study was online Christmas shopping. Like home basic need shopping, the office to buy blessings from the solace of ones house is not another marvel. Mail request list shopping, initially presented in the nineteenth century in the UK through organizations, for example, Kays of Worcester and Fattorini and Sons (Coopey et al, 1999), has lately represented around 5% of retail use in the UK (Pesola, 2004; Cox & Brittain, 2004). With the presentation of Internet-based retail in the 1990s, it is not amazing that various online consumers might utilize shopping locales to research and buy things for their own particular utilization, as well as endowments for other individuals and merchants, for example, Amazon have through the years acquainted characteristics with encourage blessing giving, for example, blessing authentications, blessing-wrap administrations and lists of things to get. At the end of 2005 it was evaluated that around half of UK consumers were wanting to utilize the Internet for some a piece of their vacation shopping exercises and that 9-15% of UK occasion deals might be carried out online (BBC, 2006b). Investigation of the Christmas shopping space gave a fascinating and valuable differentiation to the staple need shopping area. Christmas shopping is cyclic and encourages opportune booking of meetings and perceptions. However the inspirations and weights on the consumer are especially diverse, with occasion customers needing to buy things they are far less acquainted with than family goods, from conceivably a mixture of retailers instead of a solitary online grocery store. To address the worries about demographic inclinations in past investigations of online consumer conduct (Wolfinbarger & Gilly, 2003; Peterson & Merino, 2003), the choice was taken to enlist from as wide a demographic base as could reasonably be expected instead of depending on college understudies as the essential wellspring of members. To this end a deliberate exertion was made to enlist from as differed an age, family size and word related profile as could reasonably be expected. Nonetheless, given the geographic imperatives of this examination, all members selected for this exploration were inhabitants of the UK despite the fact that not so much UK nationals. For the first period of the exploration, online staple shopping, eight sets of members were enrolled between January and May of 2005, including six people, one wedded couple and one sets of flat mates. 6. Findings and Discussion Electronic business is quickly changing the way individuals work together everywhere throughout the world. In the business-to-consumer section, deals through the web have been expanding significantly in the course of the last few years. Clients those from overall-created nations as well as those from creating nations, are getting used to the new shopping channel. Understanding the elements that influence plan, reception and repurchase are essential for analysts and specialists indistinguishable. Our discoveries affirm that online consumer conduct is still juvenile and shows a vital examination potential. The effect of a few develops of TPB, TRA and TAM, for example, state of mind, subjective standards, and saw behavioral control has been generally concentrated on while other vital elements have been overlooked. Variables identified with consumer qualities like demographics, identity, esteem, lifestyle, consumer assets, and learning were not investigated. Also, variables identified with the medium attributes (system accessibility, unwavering quality, security, speed, externalities, data quality, shopping supports medium wealth and accommodation), and ecological impacts (society and reference gatherings) have not been completely examined in earlier studies. As far as reception, we found that consumer qualities and medium attributes are the key classifications that earlier research investigated. Case in point, attributes, for example, demographics, lifestyle, inspiration, behavioural qualities, learning, disposition, proposition, individual inventiveness, experience, trust, saw hazard, fulfilment, inclusion and stream are generally-tried and broadly concentrated on. Whats more, elements identified with trader and mediator attributes including site outline, system unwavering quality, inquiry, system speed, value, data quality, pursuit characteristic, shopping helps, channel, accommodation and pleasant are often investigated. Contrasted with expectation and appropriation, duration is an under-scrutinized range. The effect of elements like trust and fulfilment in the area of consumer attributes, convenience, handiness and pursuit quality in the space of medium qualities, and conveyance in the area of trader and middle person aspects on continuation are yet to be researched. Online shopping choice-production incorporates data looking for decision making. The effects bearing on this component straightforwardly impact consumer’s buying behaviour. Whats more, there seems, by all accounts, to be an effect on client’s fulfilment. Despite the fact that it is paramount, there are just five studies that incorporate it. As indicated by Haubl and Trifts (2000), potential consumers seem to utilize a two-stage transform in arriving at buy choices. At first, consumers ordinarily screen a substantial set of items with a specific end goal to recognize a subset of guaranteeing choices that seems to help. They then assess the subset in more excellent profundity, performing relative examinations crosswise over items focused around some alluring properties and settle on a buy choice. Utilizing a controlled examination, these creators uncover that the .intelligent instruments intended to help consumers in the beginning screening of accessible choices and to encourage in-profundity examinations around chose options in an online shopping environment may have solid good impacts on both the quality and the productivity of procurement choices (Haubl and Trifts, 2000, p. 4). 7. Limitations Like any other research study, our research additionally has its limits. Most importantly, we have set up a reasonable schema that incorporates all elements recognized to drive consumers to shop on the web. Despite the fact that we built our system in light of a blend of outcomes from numerous distinctive studies on the subject of internet shopping, innovation acknowledgement and the acknowledgement of the Internet as a shopping medium specifically, there can just be components of impact on consumers aim to shop on the Internet that are not included in the writing to date, or that is tended to in other writing studies. Be that as it may, we are sure that we have given a diagram of the most important components in this connection. 8. Conclusions The reason for this study was to direct an exhaustive investigation of the writing in the range of online consumer conduct. An exploration skeleton was proposed to better comprehend existing studies and to highlight under-scrutinized zones. Our discoveries demonstrate that the writing on online consumer conduct is fairly divided. Most studies examined plan and selection of online shopping while continuation conduct (repurchase) is genuinely under-explored. Additionally, our examination helped us to distinguish a few productive bearings for future exploration. Our discoveries indicate that current studies concentrate on the components influencing proposition of purchasing from the web. They do that by utilizing TRA and its connected hypotheses. We consequently urge analysts to investigate speculations from diverse trains and use them to study consumers reception and duration of online shopping. Case presented the idea of stream, which he characterized as "the all encompassing background that individuals feel when they act with aggregate inclusion". A few analysts bolstered the utilization of the idea of stream to better comprehend buy and repurchase from the web. We, along these lines, accept stream hypothesis is valuable in illustrating consumers duration conduct. At last, it is vital to note that established hypotheses, for example, TRA and related speculations constitute just a beginning stage in understanding online consumer conduct. Specialists ought to painstakingly think about the antique and its effect on online consumer conduct. Consequently, we accept that the time has wanted IS specialists to begin building their own particular speculations as opposed to applying hypotheses from different orders. 9. References Belk, R., 2010. Research in Consumer Behaviour. 1st ed. Emerald Group Publishing Limited Blom, J.O. (2004) Challenges for User-Centric Personalization Research. In: Karat, Blomberg, J., Giacomi, J., Mosher, A. and Swenton-Wall, P. (1993) Ethnographic Field Methods and their Relation to Design. In: Schuler, D. and Namioka, A. (eds.) Participatory Design Principles and Practices. New Jersey: Lawrence Elrbaum Associates, Inc Bowlby, R. (2000) Carried Away: The Invention of Modern Shopping. London: Faber and Faber Buckingham, A. 2014. Amazon named #1 in customer satisfaction, but Microsoft has an image problem | WinBeta. [online] Available at: http://www.winbeta.org/news/amazon-named-1-customer-satisfaction-microsoft-has-image-problem [Accessed: 27 Feb 2014]. C.M., Blom, J. and Karat, J. (eds.) Designing Personalised User Experiences in Charmaz, K., 2006. Constructing Grounded Theory. A Practical Guide Through Qualitative Analysis. London: Sage. Coopey, R., O’Connell, S. and Porter, D., 1999. Mail order in the United Kingdom c. 1880 1960: how mail order competed with other forms of retailing. The International Review of Retail, Distribution and Consumer Research, 9(3), pp. 261-273. Cox, R. and Brittain, P., 2004. Retailing An Introduction 5th ed. Dorchester: Pearson Education Limited. eCommerce. London: Kluwer Academic Publishers. Fernie, J., 2005. Online shopping. 1st ed. Bradford, England: Emerald Group Pub. Goulding, C., 2002. Grounded Theory. A Practical Guide for Management, Business and Market Researchers. London: Sage. Internet? A Longitudinal Study of Online Shopping. IEEE Transactions on Systems, Haubl, G., and Trifts, V., 2000. Consumer decision making in online shopping environments: the effects of interactive decision aids, Marketing Science (19:1), pp. 4-21 Keh, H.T. and Shieh, E., 2001. Online Grocery Retailing: Success Factors and Potential Pitfalls. Business Horizons, 44(4), pp. 73-83. Kordupleski, R. E., Rust, R. T. and Zahorik, A. J. 1993. Why improving quality doesnt improve quality (or whatever happened to marketing?). [Berkeley]: Regents of the University of California. Kornum, N. and Bjerre, M., 2005. Grocery e-commerce. 1st ed. Cheltenham, UK: Edward Elgar Limayem, M., Khalifa, M. and Frini, A., 2000. What Makes Consumers Buy from the Man and Cybernetics – Part A: Systems and Humans, 30(4), pp. 421-432. Mennig, M., 2001. Shopping online. 1st ed. London: Cassell & Co. Miller, D., Jackson, P., Thrift, N., Holbrook, B. and Rowlands, M. (1998) Shopping, place and identity. Padstow: Routledge. Pesola, M., 2004. Not home shopping with knobs on. Financial Times, 25 October 2004: p 21. Peterson, R. and Merino, M. (2003) Consumer Information Search Behavior and the Internet. Psychology & Marketing, 20(2), pp. 99-121. Robson, C., 2002. Real World Research 2nd ed. Padstow: Blackwell Publishing. Seth, A. and Randall, G., 2001. the grocers: the rise and rise of the supermarket chains 2nd ed. Guildford: Kogan Page Strauss, A. and Corbin, J., 1998. Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory. Thousand Oaks: Sage Publications. Underhill, P., 2000. Why We Buy: The Science of Shopping. London: Texere. Wingfield, N. and Anthes, E., 2003. Selling Food Online To Get Further Boost as Amazon Joins In. The Wall Street Journal Europe, 24 June2003: p. A6. Wolfinbarger, M. and Gilly, M.C., 2003. eTailQ: dimensionalizing, measuring and predicting retail quality. Journal of Retailing, 79, pp. 183-198. Zeithaml, V. A. and Bitner, M. J. 2000. Services marketing. Boston: Irwin/McGraw-Hill. Zhou, Y. and Ali, F., 2012. Factors affecting consumer behaviour in online shopping. 1st ed. Saarbrücken: LAP Lambert Academic Publishing Read More