Literature Reviews

Influencing the online consumer’s behavior: the Web

experience by Efthymios Constantinides .

This empirical research address one of the core issues of

e-marketing , i.e to how to attract and win over customers
in a highly competitive environment , and Analyses of the
factors how e-marketers influence the outcome of the
virtual interaction that takes place between buyer and place
where he buys , How they lay stress on the graphical user
interface which influence consumer’s choice . They talk about
the building blocks of web experiences, on basis of their
classification , are the following fundamental:

1) Functionality factors , these are factors who are aimed at

improving and smoothening the online experience by
presenting the virtual client with an good functioning
GUI . which is easy to explore, fast to use , and an
interactive Web site. Functionality factors includes
Usability and Interactivity elements.
2) Psychological factors – The Web site or App must show
integrity and credibility in order to incite customers
to stop whatever that is they are doing and explore
,interact and search online. Psychological
factors are those factors playing a important hand in
helping the customers who are unfamiliar with the
vendor or unfamiliar with product , get comfortable
the product and have smooth on line transactions in order
to overcome fears of frauds and doubt and build
trustworthiness of web site and vendor

Online Shopping vs Offline Shopping : A Comparative

Study By 1) Raja Sarkar, 2) Dr. Sabyasachi Das
Department of Business Administration, Utkal
University, Bhubaneswar, Odisha, India

This is a comparative study which is done on the topic

of online vs offline shoping , It examines both of them
on the basis of different variables which are homogenous
to both of them .

1) i) Convenience: It is one of the primary benefits of

purchasing through online medium. opposition to the
case of offline purchase, Online shopping, The
consumers involved don’t need to travel all the way to
the respective choice of shops through rush and
traffic, jostle with other consumers during festive
 seasons. The online shopping websites or apps are
open 24*7 and products are being delivered to the
residences or offices of the customers according to
their choice. Therefore a consumer can just wake up
in the middle of the night and place an order for a
smart phone or some apparels of his choice
irrespective of where he is or where he lives . This is
one of the major reasons why consumers have started
to purchase more things online and it has grown
popular .

2) Variety: An online shop is fundamentally structured

to a consumer’s delight. Its technically
impossible for any offline shop to offer as much
variety in different product categories as an online
shop medium . As a matter of fact it was this reason ,
How amazon succeeded in making it big , when it
started , it called itself the largest bookstore and it
used to deliver any book ordered without having to
keep any book at its disposal , Since online shops do
not have to bother about space crunch, they can make
available large varieties of product at the same place.
This large variety gives consumers vast choice which
was not available before the advent of this medium.

3) Consumer review: A consumer review is when a

consumer takes other’s opinion on an unknown
products in order to judge its effectiveness and
efficiency This is one of the main benefits that a
consumer enjoys while online shopping which helps
 the consumers who want to learn about the
performance of products from somebody like them
even before they purchase it and have it in their hands
on the products. Once a product is purchased by a
customer through an online store, the customer has
the option to and is requested by the shopping
company to upload their experiences with the product
on the portal so that customers other customers can
read that and decide for themselves if they want to
purchase it or not. That helps customers to choose the
best products for themselves.

CONSUMER PREFERENCE TOWARDS ONLINE

RETAILING By N. Anitha GRG School of
Management Studies, India E-mail:
anithan@grgsms.com

This empirical research is aimed at reaching a conclusion

to determine that On-line shopping preferences differ
with respect to different age groups . In order to
determine an answer or reach a conclusion on-line survey
in which different age groups of online shoppers rank the
importance of various features that have an impact on
their shopping experience . The result shows a significant
preference of online shopping amongst consumers of
different age groups. Also, while comparing the ranking
of individual features some statistically significant
differences exist. Consumers within the age group of 25-
 35 are more interested in doing online shopping followed
by less than 25 age group consumers in Chennai. The
factors opted by the consumers has also been derived as a
part of the research. The implications for research are
divided into two parts . First, the study provides
additional insights into on-line shopping preferences
from age perspective. Second, the study demonstrates
that significant differences might not show on the
construct level but only when features are individually
compared with each other .

A COMPARISON OF ONLINE AND

OFFLINE CONSUMER BRAND LOYALTY.

Results showed observed brand loyalty for high market share

brands online is significantly greater than expected , and the
reverse result for small share brands exist.

In contrast, the traditional shopping environment the

difference between observed and predicited brand loyalty Is
not releated to brand share .
Online shoppers select from a small consideration of sellers
and thereby remaining loyal to the small set of sellers / Brands
.
This empirical research compares brand loyalty for over 100
bands in 19 categories .
For Purchasing made offline , brand market share is not
related to difference between actual and model estimated
brand loyalty as measured by share of category requirements .
This phenomenom has been explained by them by interpreting
That online shoppers may perceive product qualityfrom brand
name and thus give greater relative importance to online
brands while shopping online . Risk is an important factor
while buying onlinr and since buying from a well known
brand has lesser perceived risk they go with them .

CONSUMER CHOICE BEHAVIOUR IN

ONLINE AND TRADITIONAL
SUPERMARKET : THE EFFECT OF BAND
NAME, PRICE , OTHER SEARCH
ATTRIBUTES

This research asks the question that whether

brand names and their effect on consumers are
More valueable in online or traditional
markets and does increasing availability about
Information of prices makes consumer more
price sensitive .

Their empirical research concludes :

1) Brand names become more important in

some categories but not in others
depending on the extent of information
available to consumers .
2) Sensory search attributes , primarily
visual clues about products has a
significantly lesser impact on consumer
choice and factual information .
3) Price sensitivity is higher online and this
is due to online promotions being
stronger signals of price discounts .
ROLE OF NARCISSISM IN CONSUMER
CHOICES

When the concept of narcissism comes in way

Of consumer choice , consumers don’t stay
rational , consumers choose goods which gives
them high prestige value instead of pragmatic
Goods . These consumers have a strong sense
of procuring goods to increase self love and
self worth through materialistic posssesions .

Narcissists are motivated by goals of pursuits

of wealth , fame , image rather than intrinsic
goals such as healthy relationship and personal
growth .