A Conceptual Framework to Understanding Online Consumer Buying Behavior

Abstract

Online shopping is becoming a well-accepted way to purchase a variety of products and services. For online shoppers, an online interactive hypertext environment enables them to search and control information; alteration in the traditional mass media environment in which the sender of messages largely controls what will be seen and heard as well as shift of control in favor of the receiver for customization of information, and quick comparative analysis among competing products/services. The attempt has been made by the researcher to include conceptual framework of online consumer buying behavior by including various aspects of literature review viz, Attitude, orientation and motivation towards online shopping. An attempt would be made in this paper to put forward results and findings based on critical review of available literature in form of earlier research studies relating to trends, growth, developments and future potentials of e-commerce and evolving behavioral patterns of online shopping activities considering its diffusion and issues especially concerning to gender, security etc. with its implications on e-marketplaces, society and businesses in near future. Finally, this study discovered a significantly impact of Consumer online buying behavior and Important managerial implications and recommendations are also presented.