Consumer Behavior during On-line Shopping

Abstract

The main objective of this study is to offer a theoretical and conceptual basis to illustrate the differences that exist in the consumer’s behavior, during the online and offline purchasing processes. Afterwards, we want to identify a few basic factors which influence the consumers’ decision on whether or not to buy from the respective online channel. Finally, we will show the managerial implications of the way in which, the online sellers can use this knowledge to improve their online stores, to make them more attractive and get more online customers.