USE OF ONLINE SHOPPING AND ITS EFFECT ON CUSTOMER’S EXPECTATIONS: E-

BAY UK

STUDENT NAME

STUDENT ID
 Table of Contents

Introduction.................................................................................................................................................3
Background of the Study.............................................................................................................................5
Problem Statement.....................................................................................................................................6
Research Objectives....................................................................................................................................6
Research Question.......................................................................................................................................7
Rationale of Research..................................................................................................................................7
Scope of the Study.......................................................................................................................................8
Significance of the Research........................................................................................................................8
Research Method........................................................................................................................................9
Chapter Summary........................................................................................................................................9
References.................................................................................................................................................10
Literature Review......................................................................................................................................11
Marketing and its Significance in Ecommerce.......................................................................................11
Marketing strategies in E-commerce.....................................................................................................12
Challenges Associated with E-Commerce..............................................................................................13
Technical............................................................................................................................................13
Trust..................................................................................................................................................13
Strategies to Improve Marketing in E-Commerce..................................................................................13
Customer Decision Making and Online Shopping..................................................................................14
Theories related to Online Shopping or Online Consumer Behavior.....................................................15
Customer Behavior and Online Shopping..............................................................................................16
Conclusion.............................................................................................................................................17
References.................................................................................................................................................18
 Introduction
In today’s fast and busy life online shopping has been an easy and effective solution to

that. There has been a massive change in consumer’s way of buying, despite consumers are still

buying form physical stores but there is significant amount of population who is contented with

the online shopping as well (Dede and Zuniarti, 2019). Online shopping has numerous benefits

i.e. it saves time for travelling to the market then choosing the best option among which most of

them aren’t available at the shop because of small size of the shop and had to be brought form

the warehouse, this also doubles the work of the shopkeeper by a lot. Then there are several other

risks involved when going out physically to the market such as getting Covid-19, getting robbed

or getting into an accident [ CITATION Lim \l 1033 ]. Everyone is so busy in their daily routine

nowadays with their office and business work that they are left with very little time that could

either be consumed by spending leisure time with family or get to the market with huge traffic

jams, signals and at the end if getting back home empty handed if that is not available at the

shop.

With more and more people getting know-how and familiarizing with the internet and its

benefits, online shopping is becoming more and more popular. People can get anything they

want delivered at their doorstep with the help of online shopping [ CITATION Sep17 \l 1033 ]. They

can buy anything they want from anywhere in the world and that too with the method of payment

of your choice. The stock of goods available on the online store is at real-time basis. One can

save a lot of hustle if the stock has ended in physically visiting the online store. Also consumers

can have wide variety of sizes and colors of the same product available at different online stores

just a click away [ CITATION Law18 \l 1033 ]. Customers using online stores can easily compare the

prices of products and order the one that gives the best price.
 Online shopping is the new trend, in the context of increasing sales through the online

mediums the industry is witnessing growth and development which is dictated by the needs of

the company. It is very obvious that consumers need more freedom to buy new products and

services from anywhere at any time [ CITATION Sla19 \l 1033 ]. Online shoppers usually prefer the

online applications to get connected with the company. The demand for the online applications

and qualitative online app and development is very high which is proved with the subset of e-

commerce which is m-commerce. This online shopping facility is very much convenient for the

customers and the service providers (Dede and Zuniarti, 2019).

The sales through different online applications have been increased, in 2019 the $2.3

trillion and it is predicted to reach at $3.5 trillion by the end of 2021, collectively it will make up

to 72.9% of total e-commerce. The following image effectively highlights the growth of this

approach in the last few years. During the Black Friday and Cyber Monday the shopping

channels through online phones and tablets in 2019 accounts for a total of 66% of sales

[ CITATION Lăz20 \l 1033 ].

Figure 1: Growth of M-commerce [ CITATION Lăz20 \l 1033 ]

 Consumer expectations refers to the study of how each consumer, group of consumers or

a company chooses, purchase, uses and provides feedback about the product and services.

Consumer behavior are the actions of the customers in the market place or the behavior against

anyone’s actions [ CITATION Vin17 \l 1033 ]. Consumer behavior is actually the actions, reactions

or the decision processes of the consumers who have purchased their goods and services for their

personal use. Consumer buying behavior is the study of buying customers and their behavior

when they are up to buying and product or service which satisfies them. It is about the

consumer’s actions that drive them to buy a product or service.

Background of the Study

Since the inception of the internet in the 1990s when it finally became available to the

general public. At that time the consumer market was still getting used to the personal computer.

The internet later on became the driving force behind a dot com bubble. The dot com bubble was

a stock market bubble where only companies who produced goods and services relating to

internet and had a website people can look to, exploded in value far above their fundamental

value that experts estimated. This stock market crash may have caused by excessive human

greed but the main contributor in this financial crisis was internet [ CITATION Lăz20 \l 1033 ]. The

internet now has been accepted as one of the most powerful forces to date, which offer intense

freedom to the sharer and receiver of information. It is no surprise e-commerce or simply put

online shopping would cause another global shift which is the highlight of this study. It is safe to

suggest that it has shaped the 21st century and for years to come on how producers and

consumers buy and make resources. The interaction between the two, the complexity

surrounding it and the long term affect they might have is still a thing which needs to be

thoroughly examined. Would the online shopping boom end up like just any other stock market
bubble or has it made some long lasting changes that can be observed by looking at longer time

frames?

The way how e-commerce had a huge impact on the distributor chains the producers

maintain in order to make their goods and services reach the end user. The platform where

producers can directly with no other intermediaries place their products and consumers can buy

without the fear of breach of information is fascinating [ CITATION Sla19 \l 1033 ]. This may also

be very beneficial for the consumers as all the intermediaries between it and producers have now

no longer needed and therefore the distributor cut does not need to go out of the end user’s

pocket. Even so, it is essential to note that the success of the online shopping or e commerce for

short is dependent on the availability of the internet. Additionally, the adoption of technology

and the technologies perception also plays a vital role in the success of the online shopping trend.

Problem Statement
With the emergence of online technology, customers are inclined towards the trend of online

shopping. Moreover, COVID-19 has also contributed towards the emergence of online shopping

among consumers. But due to trust and privacy issues, customers are reluctant to buy online.

This research will address the issues and challenges faced by customers in the United Kingdom.

Research Objectives

In the research, it is very much important to have a set of objectives that can provide the

roadmap to accomplish the research. The key reason behind choosing these objectives is, this

will focus on the areas which are not chosen all ready to share with other researchers and people

connected with the field. All these areas are interconnected and the influence of others can

change the whole situation [ CITATION Lăz20 \l 1033 ]. In order to ensure the accomplishment
of these objectives, it is important to have a detailed analysis of available literature and analyzing

the examples from available journal articles [ CITATION Mat21 \l 1033 ]. By completing this

process, effectively it will be ensured that research results provide the relevant information about

which will be beneficial.

The objectives of the study are specified below:

 To identify different challenges faced by Ebay while marketing their products or

services.

 To recognize the possible ways for Ebay to improve their marketing strategies for

attracting more customers.

 To evaluate the expectation of customer from an e-commerce business while online

shopping.

Research Question:

 What are the challenges Ebay can face while marketing products and services?

 What are the possible ways for Ebay to improve the marketing strategies to attract more

numbers of customers?

 What are the expectations of the customers from Ebay while shopping online and

suggestions for betterment of services?

Rationale of Research
There are a number of research papers regarding the effectiveness of the online shopping

methods but the articles that are specific to online application usability were rarely conducted so
 this study effectively help in analyzing the impact of online usability application that sustained

purpose to use the number online shopping solicitations on the smartphones [ CITATION Sep17 \l

1033 ]. It results in online application loyalty of the customers, and many of them existing

researches about online shopping applications were conducted about the key use of available

application but few types of research were enthusiastic to examine the loyalty of the consumer to

with the help of online shopping applications available in the market.

Scope of the Study

Customer behavioral intention of loyalty (CBIL) is highly based upon trust and

satisfaction factors, as if the consumers will get the desired products from the brand then their

loyalty will be increased, also their intention of being loyal with the brand for a long time period

will increase. This study can also help in understanding the behavior of customers towards online

shopping along with analyzing the ways in which the customers could be able to understand the

situation of the market [ CITATION Cho17 \l 1033 ]. This research could be very effective in

providing some important insights regarding the benefits of having a sustained e-commerce

business and what are the possible benefits associated with the business. The students who are

interested in the e-commerce business would be able to find some useful and effective insights

from this research paper [ CITATION Vin17 \l 1033 ].

Significance of the Research

Online commerce is effectively growing due to the revolution in technology, the

businessmen know that an effective trading company requires the attention of the customers as

their interest in the company products will increase the sales of the company [ CITATION Law18 \l

1033 ]. Online stores are authorized by their official brands, so there are updated products on the
 brand’s site Customers can visit their website and choose the right product and get the various

catalog of the product. There are many reasons behind the increased sales and online e-

commerce needs to be obvious and help the customers to be connected with the company even

more effectively [ CITATION Lim \l 1033 ]. Different features of the app store features have to be in

a personalized order, the visual image of the resultant printing, designing the document by using

finger, being available freely for the IPad and Android OS. This research will be beneficial for

the policymakers to design policies related to online shopping for improving the performance of

online sector.

Research Method
The qualitative method has been used in this research. It means that the primary and

secondary data were collected qualitatively. The secondary data was collected through the

information available on the internet, such as journal articles on Google scholar. The primary

data was collected through the interview from different customers and employees.

Chapter Summary
The first chapter of this study clearly defines the introduction, key purpose, and

objectives associated with the study. Sales from e-commerce are increasing and it is predicted to

reach $3.5 trillion in the fiscal year 2021, collectively it will make up to 72.9% of total e-

commerce. This study will help in analyzing the behavior of customers towards this approach

and how effective it would be operated in the future. The background section provides the basic

information that how effectively such researchers are handled previously, for instance, Si et al.

(2020) stated the clienteles in this era demand the products that are made up of advanced

technology, and the product is made up of the best material so that there are no chances of
wastage of money. The key objectives of the company include creating a module to explain the

reasons behind the loyalty of the consumer to mobile shopping applications. It may also help in

effectively analyzing the role of mobile applications is increasing the trend of online shopping.

Another effective objective of this study is to identify approaches chosen by service providers to

ensure customer satisfaction and interest. This study effectively helps in analyzing the impact of

mobile usability applications that sustained purpose to use the number of mobile shopping

solicitations on smartphones.

In the next chapters, the detailed literature review relevant to the objectives of current study will

be discussed. Then the methodology will be designed in order to develop a road map to evaluate

the secondary data. Based on the data analysis method, the researcher will be discussed and

concluded the results and provide recommendations to E-bay for improving their marketing

strategies.

References
Dede, S and Zuniarti, I., 2019. Consumer Decisions toward Fashion Product Shopping in
Indonesia: The effects of Attitude, Perception of Ease of Use, Usefulness, and Trust.
Management Dynamics in the Knowledge Economy, pp. 133-146.

George, L. et al., 2020. Consumers’ Decision-Making Process on Social Commerce Platforms:

Online Trust, Perceived Risk, and Purchase Intentions. Frontiers in Psychology, 4(4), p. 11.

Giovanni, M., 2021. Online Impulse Buying and Cognitive Dissonance: Examining the Effect of
Mood on Consumer Behaviour. Springer Nature, 65(69), pp. 44-58.

Law and Chan, 2018. A comprehensive review of mobile technology use in hospitality and
tourism.. Journal of Hospitality Marketing & Management, 27(6), pp. 626-648.

Lim Xin, J.-H. C., Huei, T., Ting, H and Mumtaz, M., 2020. Compulsive buying of branded
apparel, its antecedents, and the mediating role of brand attachment. Asia Pacific Journal of
Marketing and Logistics, p. 76.
 Marie, S., 2019. The impact of the age on the customers buying behaviour and attitude to price.
Littera Scripta 146 , 4(5), pp. 55-64.

Rizky, S., Handayani, P. and Azzahro, F., 2017. Factors that affecting behavioral intention in
online transportation service: Case study of GO-JEK. Procedia Computer Science , pp. 512-526.

Sern, V., Kwong, S. and Rezaei, S., 2017. Consumer experiences, attitude and behavioral
intention toward online food delivery (OFD) services. Journal of Retailing and Consumer
Services , pp. 150-162.

Yu, C. and Park, J., 2017. Investigating Factors Influencing the Behavioral Intention of Online
Duty-Free Shop Users. Sustainability , pp. 71-80.

CHAPTER 2 - Literature Review

Literature Review
Marketing and its Significance in Ecommerce
To first understand the significance of marketing and its full potential, it is crucial for one to have
a fairly decent understanding of what an e commerce is. E-commerce stands for “Electronic Commerce”.
As with the rapid advancement in technology that gave us the ‘email’ which is a essentially a mail but
which can be received and sent in electronic format (softcopy), it is no wonder that the world now has
gradually shifted and gotten accustomed to the E-Commerce. It refers to the shopping that a customer
and producer come together on a website and make transactions through the internet and buy and sell
goods and services [ CITATION Osm20 \l 1033 ]. These interactions between buyers and sellers include
monetary transactions and delivering of goods and services through the use of courier and shipment
companies. The products that are listed can be of hardware nature, or purely digital. While others may
sell their expertise like teaching services and video games, video lectures and etc. After sufficiently
defining the E-commerce we would now move to marketing in e-commerce and its significance (Pisut
and Charoenchokdilok, 2018). E-commerce marketing refers to the activities that an organization or an
individual would do to guide the potential traffic they receive on their online platforms and convert
them into buyers. To put it more simply, marketing in e-commerce means to make your product known
to potential buyers.
 Unlike traditional marketing that the organizations used in order to reach its potential clients,
this may include radio stations and T.V ads, newspaper advertisement snippets, banner and posters
placed near shops and etc [ CITATION Lăz20 \l 1033 ]. The e-commerce marketing is very specific, when
people browse the internet, they may search up multiple things and queries they want answers, the
browser then stores some cookies which is essentially search habits and patterns, these cookies then
can be used to put targeted e-commerce ads. For example, if someone who is surfing the internet, looks
up things related to computer parts and components and or computer accessories, the ads that will
show up from now on will only be related to the computer parts and accessories. Since this is the most
recent search the surfer did, it is therefore more productive and efficient to only show ads that related
to his or her most recent search history. This way, it can boost the chances of the users to click on the
ads which would direct them to the website that the person who placed the ads wanted (this website is
usually seller portal). The kind of ads that were discussed falls strictly under the category of digital
marketing. Digital marketing is referred by some as an oxygen meter for the e-commerce business (Nai
and Chen, 2019. The sheer versatility that the marketing that is deployed through digital means would
be generally considered as an object of envy by the marketing agencies that existed barely 40 years ago
in the marketing business. As it has the ability to reach tens of thousands of people in a short amount of
time all over the world and very price effective way compared to traditional marketing that used radio
stations and T.V mentions.

Marketing strategies in E-commerce

Before taking into account the e-commerce marketing strategies, first and foremost a business
or an organization first has to come up with a marketing plan. There are a few steps one needs to go
through to reach at the marketing strategies that can be deployed in the E-commerce sector. The first
step is to first define and clearly outline the goals and objectives for the product and services that needs
to be marketed. Then after that the potential buyers’ needs to be understood and the competition that
is in the industry the organization relates to (Norsafinas and Fauzi, 2017). This process requires delicacy
and expertise in order for it to hold any value in determining the marketing outcome and what
marketing strategy or marketing channel is most suited for the organization.

The first and the most famous and perhaps even one of the cheapest marketing strategy an
organization can use is ‘Social Media Marketing’. New business, corporations that have been
established for decades, trending businesses and the like all use social media marketing in order to
increase their brand and product awareness and market them to urge the customers to purchase its
goods and services [ CITATION Ali17 \l 1033 ]. Just like with any marketing strategy, there are some
social media platforms that may be highly effective for a particular business and other social media
websites that may not be so effective. For example, a social media website like Instagram is highly
saturated with its users being mostly youngsters and teenagers, therefore if a business whose product is
related to back problems or any health related services, Instagram might not prove to be an effective
platform for reaching potential buyers [ CITATION Lăz20 \l 1033 ]. But if an organization’s product is
geared towards being trendy and new fashion based smart watches, then platforms like Instagram can
turn out to be an indispensable resource.
 Other marketing strategy that can be utilized by an e-commerce business is ‘content marketing’.
Content marketing to put it simply is marketing through making content that is geared towards with an
intention to solve the questions and queries that are related to the e-commerce business and product
that e-commerce business wants to market [ CITATION Shi20 \l 1033 ]. This way it can be observed that
your e-commerce website can see in improvement in its ranking and may show up higher in the search
results. For example, let’s suppose a pest control related company wants to sells its products that are
used in pest control services. If a user types in any queries related to the business like its risks to children
and other generic queries, then the pest control product company can write a blog answering those
generic related questions (Norsafinas and Fauzi, 2017). When the user or surfer of the internet reaches
the blog or article hiring its queries, the blog can encourage the user to only buy products through them.
This way there is already a deep trust built through the question’s solution the company provided
through blog, therefore it stands to reason that there is a higher chance for converting traffic into sales.

Challenges Associated with E-Commerce

Technical
Under this headings, plethora of challenges that the e-commerce business or an online shopping
store firm may face when it comes to technicality. The first drawback is the expenses and costs that are
associated with the developing and maintaining a website [ CITATION Lăz20 \l 1033 ]. When to these
cost that are related to administering and maintaining the website, it can be quite a challenge to keep
up with all the latest technological advancement that is taking place in the world. Therefore it is very
crucial to constantly improve and maintain the appeal of the website that has to be visually appealing. If
this cost is not incurred so as to the e-commerce firm does not want to invest in making their website
robust, it could lose potential clients [ CITATION Peñ20 \l 1033 ]. As other competitors websites would
be updated with the latest aesthetics which the generic public comes to expect it out of all e-commerce
websites can decline and hinder the yearly sales of the company by a huge margin.

In addition to this technical disadvantage, one more to highlight would be that the only means
of access the e-commerce firm has is through digital means. Hence, they have an assumption that most
potential clients that want to buy its product would have access to internet or may even come looking
online. This is certainly not the case, it can be very much possible for clients to only look through offline
channels [ CITATION Shi20 \l 1033 ]. For example, the e-commerce firm that sells a car radiator online
would not have plenty of its customers online because pertaining to car components people usually
tend to go to a car repair shop and follow his or her guidelines as to where to purchase such a
component.

Trust
Another fundamental issue when it comes to purchasing goods and services is trust. If the
perception of the people who want to make a purchase deem online payment methods as unsafe and or
view it as their personal information potentially being breached. For example, if a product that a
company markets online that is quite expensive like smart watches, then they may be very hesitant to
make the purchase online out of fear and could resort to other local vendors that are nearest to the
location that are offline [ CITATION Lin19 \l 1033 ]. Other problem or drawback in making online
purchases are the authenticity of the products, This problem wouldn’t exist if it was being sold in person
as people can touch the goods they may want to purchase and verify its authenticity on spot. For
example, an e-commerce firm wants to sell a dress and clothing ware online, the traffic and internet
surfers would be very reluctant to buy since they can’t wear it, or touch it to make sure whether the
product is of their liking, unlike in person clothing shops where they can put on the cloths before buying
them, online retailers do not have an alternative to match this factor.

Strategies to Improve Marketing in E-Commerce

With more and more business and corporation firms of all sizes are adopting the marketing
strategies that are online based for their e-commerce business, it is now of the outmost importance for
a firm to optimize its ads campaign in such a way to generate sales with a higher rate of conversion. A
tool that is called “Conversion Rate Optimization” can be utilized. As it is widely observed in online
marketing that the conversion rate of customers is quite low. It means that for every one hundred
visitors that arrive at the product portal only 5 of them actually make a purchase. Therefore the
conversion rate is 5 percent (Yu and Park, 2017). To increase the conversion rate through the
information that is received from the conversion rate optimization tool like, at which point did the
viewer left the video at in terms of time stamps like in the first 5 seconds or the last 10 seconds. This
information can be used to make more appealing marketing ads and develop more comprehensive
marketing strategy that was received from the feedback loop. For example, if a viewer leaves ad in the
first 5 seconds of the video ad, it could symbolize that the video ads are not catchy enough and flashier
and attention grabbing methods should be developed.

Similarly, if the viewer does not view the full video ad, this could mean that the ad is too long for
the potential buyers and therefore be trimmed down to sustain their attention and create an urge to
make a purchase. Furthermore, if the sales page the internet surfer gets redirected to when he or she
click on an ad, if it does not offer personalized shopping experience that is auto generated based on the
history the potential buyers usually does as in the device they use and the context from where they
arrive at the sales page [ CITATION Lăz20 \l 1033 ]. For example, if a potential buyer arrives at the sales
of a computer keyboard, it is purely useless for the sales page to display drone parts in the
recommendation slide that the sales page has. It would be more useful in this example to show other
computer components that came looking to buy a computer keyboard like computer mice, headphones.
To further enchain this factor, the e-commerce can offer discount deals if bought in bulk or a product
that is related to the original purchase.

Another tool that can be deployed is push notifications. When a visitor arrives at your website
for the first time, a pop up dialogue box automatically appears asking for consent to allow this e-
commerce website to notify the visitor of any new discount deals and or new product arrivals. This
works in a similar way of subscription of magazines and such as it notifies the user about the new
arrivals and further marketing cost can now be avoided [ CITATION Ali17 \l 1033 ]. This way, an e-
commerce business can fully use its existing users to make more purchases and saves them the hassle of
checking up on the website every now then. This could also reduce ads costs at this method utilizes push
notifications not ad campaigns allowing the e-commerce firm to solely focus its resources of finding new
clients.

Customer Decision Making and Online Shopping

Subhro et al. (2019) concluded that there is a great relationship between the consumer’s
decision-making styles and use of online shopping applications, as the different online shopping
applications have different qualities and services. Because of the various choices making styles of
various customers, individuals have distinctive insight into portable shopping applications. The
significant stage that exceptionally sways the client's dynamic is the social shopping applications as
online media is utilized by pretty much every individual [ CITATION Dha19 \l 1033 ]. By seeing the results
of the administrations of various brands accessible via online media and the audits of clients on it,
clients settle on their choice concerning purchasing the item, so it tends to be said that there is an
incredible connection between portable shopping applications and client's dynamic.
Prasanta and Sivakumar (2019) said that using the shopping applications is profoundly helpful
for the clients as they get opportunity to-time limits and coupons from it. These applications likewise
permit the clients to do the shopping anyplace whenever. These advantages increment the odds of the
clients doing web-based shopping by utilizing versatile shopping applications [ CITATION Chi17 \l 1033 ].
The aftereffects of the investigation show that the viability of the versatile shopping applications is
gainful for the clients, yet additionally offer the chance to the administration of brands to utilize these
applications to command the notice of online customers to build their objective market.
Mingyung et al. (2017) discussed that the understanding of the possessed online shopping
applications plays a great role in helping the customers to buy things with more ease. There are
humongous marketplaces apps available on online phones through which the customers can buy their
desired items. The ease of paying bills through payment apps and digital wallets makes the delivery of
the customers easily as they need to only connect their digital wallets with the app [ CITATION Dan18 \l
1033 ]. Moreover, the online shopping applications also provide the opportunity to the customers that
they can make the comparison of one product with many others in a minimum time. These factors show
that online applications play an important role in online shopping.

Theories related to Online Shopping or Online Consumer Behavior

Numair and Ahmed (2017) analyzed that making changes in the services and products according
to the online customer’s behavior is highly necessary to maintain their loyalty to the brand. For this
purpose, they suggested the Reasoned Action Consumer Behavior Theory in accordance with which the
management of the companies can analyze the changing demands of the customers by predicting their
pre-existing behavior. It will increase the marketing of the brand, also increase the satisfaction of
customers [ CITATION Cro17 \l 1033 ]. This article indicates that there is a great relationship between
the consumer buying behavior and the presenting services of the brand as when the brand make
changes in their products time-to-time according to consumer’s needs and preferences then they will
make the customer’s retention for so long.
Zhang et al. (2020) said that giving efficient input to the customers is highly necessary to get the
desired outcomes from the customers who do online shopping. For this purpose, the extension of
reasoned action theory Engel, Kollet, Blackwell (EKB) Consumer Behavior Theory has used by them in
 their research which is based on five factors i.e. need recognition of customers, information research,
alternative evaluation, purchase decision and outcomes. The results of the research indicate that when
the brands give the desired input to the online consumers by recognizing their needs, the customers will
get the information about it from other resources, found for its better alternatives, and then make their
decision of purchasing the product which is the output for the brands [ CITATION Can16 \l 1033 ]. So, it
is necessary for the brands to make their products attractive and give efficient input to the customers.
Alias et al., (2017) analyzed the impact of using Motivation-Need Consumer Behavior Theory on
the buying behavior of online consumers. In accordance with this theory, there are five types of
consumer needs has discussed in the paper i.e. psychological, safety, belongingness, self-esteem, and
self-actualization. When the brands fulfill these needs of the consumers and serve them with love and
care, then there are many chances that the consumer’s trust can increase in the brand, also they can be
motivated while doing online shopping [ CITATION Ali17 \l 1033 ]. The results of this study show that the
brands that undertake all the factors of motivation-need theory have the highest consumers based than
the other brands who do not use this theory.
Akroush (2015) discussed that there is a strong impact of the store environment on the physical
consumer’s, similarly, the impact of showing products with all the description and specifications is
strong on the online consumer’s behavior. The authors have discussed the Hawkins Stern Impulse
Buying Theory Consumer Behavior, in accordance which the consumers can make the impulse purchases
by having the desired products on their online sites [ CITATION Akr15 \l 1033 ]. The implementation of
this theory directly impacts the consumer’s decision-making, also beneficial for brand recognition. The
study results as the brands need to analyze the pre-impulsive shopping behavior of the consumer’s so
that they can provide the desired content to them in order to maintain their impulse buying behavior.

Customer Behavior and Online Shopping

Konrawan (2021) stated that many of the online shopping markets and the brands offer the
customers with suitable deals and packages that are easily affordable by the customers being at their
home. These deals are according to the compatibility level of the market owners and the customers as it
is known that the customers will shop online from those websites that would sell the items cheaper and
at reasonable prices. The discounted deal offers to provide the customers with a great opportunity to
purchase the product as it might be sold at double price afterward. [ CITATION RAT21 \l 1033 ].
Yu and Park (2017) reported that online shopping marts are sometimes difficult or challenging to
run as the customers are needed to buy the products and to promote the shopping mart to other
relatives and fellows. The compatibility level needs to be met by the market owners and they need to
know the demand of customers and what kind of product is mostly sold in the markets so that the
shopping mart owners can work to satisfy the needs of customers by providing them the same items
that are in increased demand and in vast varieties. [ CITATION Cho17 \l 1033 ].
Nathalie et al. (2020) described in their study that many of the online shopping mart owners do
fake business while showing the customers with different stuff and sending the parcel of something else
and ruin the loyalty of other online shopping websites as well. The shopping websites on online
webpages need to be compatible with the emotions of customers and should not ruin their money and
emotions to get wasted. The products should be sold in an honest way and should be delivered to the
clients safely with the same quality of material as was shown online. [ CITATION Peñ20 \l 1033 ].
 Si et al. (2020) detailed in the article that the clients in the cutting edge period interest for the
items that are comprised of trend-setting innovation and the item is comprised of best material so that
there are no odds of wastage of cash. The clients ought to get the very nature of materials in the things
that have some dependable assurance so they can utilize it for a longer timeframe. The clients feel it
wastage of cash if a similar item made with a similar material they required isn't conveyed to them
[ CITATION Shi20 \l 1033 ].
Wen et al. (2019) reported that the products sold at the online shopping marts should be given
at reasonable prices to the customers being at the compatibility level to ensure the value for money to
the customers. As the products sold online may also include the delivery charges but they should also be
in a reasonable range many of the customers could also not use such product. [ CITATION Lin19 \l
1033 ]. The products should also be up to the mark and latest and only the affordable charges should be
placed so that anyone can buy the product.
Seyyed et al. (2017) concluded that there is a great effect of innovation and quality services on
the success of word-of-mouth marketing. Due to the trend of social media marketing, consumers buy
the product after getting satisfaction from the reviews of other customers, and in this practice, the
positive reviews and the recommendations of other customers are taken as mouth marketing. In case of
having a negative experience of the brand, customers avoid making the Mouth to Mouth (M2M)
marketing, which is disadvantageous for them. The results of the study show that the satisfaction and
the effective behavioral intention of customers is highly necessary for the brands to increase their target
market [ CITATION Moh17 \l 1033 ].

Conclusion
In this chapter summary, some crucial factors are detailed described about the online shopping
in which customers can buy the product via mobile applications or through websites. Some advantages
show that online shopping is better than shopping from the shop on the location. Professionally
designed applications and websites have a various sections in which products are given by their category
and various variety are shown on their online store. The latest technology discovered the shopping
experience more comfortable to get the right product the experienced IT experts maintain their
websites by adding some new feature in which some time bugs occur while enhancing the experience of
website or application. Bugs may contain the risk of some error in which IT experts fix the error and due
to time is taken activity customer may face the delay in website or application. Customers has also right
to give feedback in online shopping stores they provide you feedback option to ask the question. These
pros and cons can lead you in the new era of technology while having the updated catalog on the online
store customer can easily find and purchase the product on their doorstep and customers are well
satisfied by this new technology.
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