Assessing Factors Affecting Consumer Perception Towards Online Shopping

This study aims to explore consumer behavior regarding online shopping, specifically investigating various factors that impede consumers' online shopping behavior. The research seeks to identify the challenges consumers encounter while shopping through online stores. A quantitative research approach was employed, involving a survey administered to users of online shopping platforms. The study revealed six factors that hinder consumers from making purchases on online sites: apprehension about bank transactions and trust, the perceived convenience of traditional shopping over online alternatives, considerations regarding reputation and service quality, past experiences, concerns about security and inadequate product information, and a lack of trust. This research provides insights valuable for e-trailers engaged in e-commerce, whether business-to-customer or customer-to-customer. It suggests managerial implications for enhancing marketing strategies to foster consumer trust in online shopping.