Factors that Influence Consumers Online Purchase Decision
Factors that Influence Consumers Online Purchase Decision
The rapid growth of e-commerce has reshaped consumer buying behaviour. Focusing primarily on the Business-to-Consumer (B2C) segment this article examines the advantages e-commerce offers to both companies and consumers, such as expanded market reach, cost reduction, convenience, and price transparency. The study also addresses the limitations of online shopping, including the need for personalized service, product tangibility, shipping costs, and security concerns, which often lead consumers to prefer physical stores. Furthermore, the article reviews key theoretical models that explain online consumer purchasing behaviour, emphasizing psychological and technological factors like trust, perceived ease of use, and social influence. Finally, it underscores the importance of understanding consumer motivations and barriers to enhance e-commerce strategies and suggests directions for future research to deepen insights into evolving online shopping dynamics.
E-commerce, Online Purchase Behaviour, Business-to-Consumer
Joana Gonlçaves is finishing her master’s in management and industrial engineering from the Faculty of Sciences and Technology – Nova University of Lisbon – Portugal. She is currently working on her master thesis.
Fernanda Llussá holds a PhD in Economics at the University of California, Los Angeles (UCLA), USA and is currently an Assistant Professor at NOVA School of Science and Technology (NOVA). Prof. Llussá research interests are in the fields of entrepreneurship, technology market transfer, and economic growth. She has published in internationally refereed journals such as the “European Journal of Political Economy”, “Economics Letters” and “Defence and Peace Economics”, Cambridge University Press” and “World Bank” and presented her work at several international research conferences on Entrepreneurship and Economics.
Rogério Puga-Leal is an Associate Professor at Nova School of Science and Technology, where he received his PhD in Industrial Engineering. His research interests are focused on Industrial and Quality Engineering, notably as regards services environments. Among others, his research topics include SPC in services and Lean Services. He is author of textbooks on the fields of applied statistics and Quality Management. He publishes regularly in indexed journals and conferences. His published works have been awarded by the Portuguese Association for Quality and by the Banco Santander.
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