Factors Influencing Consumer Behaviour Online

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Companies hoping to capture the online community may do well to familiarize themselves with the behaviors of the internet consumer. With the growth of internet shopping, many retailers are realizing the demand for online products and services and are broadening their offerings to cater for this. But with the plethora of sites available to consumers, how can one’s own online shop differentiate itself from the crowd?

By understanding the behavior of consumers, you can tailor-fit your website to be attractive to customers. Here are some of the factors that affect how online consumers behave on the internet:

Consumer Characteristics

The main contributing factors that determine how a consumer behaves online usually relate to the consumers themselves. For example, demographics, lifestyle, motivations, personality and alike, are all key factors that dictate how they will behave on the internet. A female teen, for instance, is likely to spend a lot of her time browsing online shopping sites and creating a wish list for herself. Stay-at-home mothers also enjoy buying on the internet. Knowing your target audience and their tastes will help propel any online brand.

Merchant Characteristics

More and more consumers are also becoming conscious of their own IT security. Reports of identity fraud and phishing methods have educated people on the dangers of dealing with online entities. This is reflected in the consumers’ preference for merchants who have a reputation for being safe and secure. Those with a record of secure transactions and security testing will undoubtedly acquire more customers than those that do not. NCCGroup.com provides online IT security and inevitably helps attract more customers in the long-term.

Environmental Influences

Social media’s influence has had a big impact on peoples’ spending habits. Customers’ peers will also play a role in dictating whether a consumer will patronize a business’s product or service. If a consumer sees that a certain celebrity they admire is buying products from a particular brand, then they are more likely to shop there as well. In the same vein, if a customer has observed that people from their network are frequenting certain online stores, then they are also likely to check them out.

Product Characteristics

Price, quality and product type are key factors that consumers look at when deciding whether to buy. If a certain product is cheaper on one website than another, then they will likely purchase from the one that offers the best price. Knowing how many times an item has been purchased in the past will also shape a consumer’s perception as to the quality of that product.

Medium Characteristics

A user-friendly website is sure to attract repeat customers over those that are difficult to navigate. Making the interface inviting and all the online procedures quick and easy, will ensure that consumers visit your website more often.

These factors can help online retail companies to predict whether an individual will buy their product or not. They can also tweak their website or marketing campaign to further entice customers to patronize their products and services. Being familiar with these key traits can make a business more successful in the online marketplace.


+Ayodhyanath Guru holds a B.Tech degree in Electrical Engineering and has worked with various prestigious clients in the IT industry and presently working as a Software Engineer. He is a part time blogger and presently authors the Jafaloo.Com blog. Being a tech enthusiast Guru likes to surf the web and blogs about interesting technical topics like How-To guides, freewares, Tutorials, Software, Gadgets, web applications etc. Apart from blogging he likes coding in Java/J2EE and PHP.

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