The Effect of Online Purchasing on Consumer Behavior in Dubai - Dissertation Example

The paper "The Effect of Online Purchasing on Consumer Behavior in Dubai" is a good example of a marketing dissertation. Many studies have focused on the relationship between online purchasing and consumer behavior (Masoud, 2016), but little attention has been paid to fundamental aspects of accessibility to product information, the convenience of the shopping process and consumers’ perceived safety (Javadi, Dolatabadi, Mojtaba, Amir, and Ahmad, 2012). The primary purpose of this study was to determine the influence of online purchasing on consumer behavior among online buyers in Dubai.

The specific objectives of the study were to discover the effect of accessibility to the product information on consumer behavior among online purchasers in Dubai, to identify how shopping convenience influences the consumer behavior of online purchasers in Dubai, and to determine the impact of perceived safety on the consumer behavior of online purchasers in Dubai.Primary quantitative data were collected from 200 online buyers in Dubai who’ve been selected through convenience sampling using closed-ended questionnaires as the instruments of study.

Three null hypotheses were developed from these objectives and tested and rejected/accepted based on the significance level of P-value=0.05. The findings revealed that the relationship between convenience of the shopping process and consumers’ perceived safety and consumer behavior was statistically significant; hence, the two null hypotheses were rejected. These hypotheses were: shopping convenience does not have a significant effect on consumer behavior of online purchasers in Dubai; perceived safety does not have a significant effect on consumer behavior of online purchasers in Dubai.

However, the relationship between information accessibility and consumer behavior was not statistically significant; hence the null hypothesis, accessibility to product information does not have a significant effect on consumer behavior of online purchasers in Dubai, was not rejected.The study led to the conclusion that the convenience of the shopping process and consumers’ perceived safety significantly influences consumer behavior, while accessibility to consumer behavior does not. The findings led to the recommendations that online companies should enhance the convenience of product delivery in terms of time, speed, and location, as well as boost the safety and security features of their online transaction systems.