An Analysis of Customer Preference towards Online Shopping
DOI:
https://doi.org/10.31305/rrijm2025.v05.n01.014Keywords:
Online shopping (OS), Consumer preference (CP), Online buying behaviour (OBB), Consumer behaviour (CB), Digital technologyAbstract
The advent of digital technology (DT) and increasing internet penetration have revolutionized the retail setting by making online shopping (OS) a preferred mode of purchase for a growing segment of consumers. Now, online shopping has become an integral part of consumer behaviour (CB) and consumer preference (CP) throughout the globe, extending beyond metros to emerging cities. Few studies have examined influence of perceived usefulness, ease of use, and consumer trust in shaping online buying behavior (OBB) (Lim et al. 2016; Rohm et al. 2004). So, this article tries to explore the different forms of online shopping available to the customer and the reasons of their preferences to OS with the help of an exhaustive literature review a secondary analysis approach.
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