ISSN: IJSB: 2520-4750 (Online), 2521-3040 (Print) JSR : 2708-7085 (online)

To Buy Online or Not? An Analysis of Online Consumer Decision Making

Author (s): 

Tracy Wangechi Maina & Jackson Ndolo


Online shopping has become a major trend in the 21st Century. In order for a business to achieve success in this line of sales, it is highly important to know the customer’s requirements and provide the suitable offers in the appropriate time. The innovation of online shopping is encouraged by consumers as well as retailers. In view of that, understanding the behaviors of consumers in relation to decision making becomes a critical issue for retailers. There are various aspects that are unique with regards to online purchases and decision-making. They include price sensitivity and brand choice. In addition to that, it is worth noting that a number of motivation aspects, including situational elements, product features, and the experience of former e-shopping can affect the attitudes of customers to buy online. Notably, in the past decade, a drastic change in consumer purchasing behavior can be observed as shopping patterns have been altered. Despite the fact that individuals continue to buy from a physical store, others perceive online shopping as a very convenient method. This is because purchasing through the internet frees significant time that a customer can use to personally visit a shop. Moreover, online shopping has certain benefits including saving time and effort in making decisions and purchasing items. People can make search a variety of options at the comfort of their homes and compare prices easily in a bid to arrive at a preferred decision. This study is an empirical paper that reviews various available online literature to analyze the decision to purchase online or not.

Key words: Online, Decision Making, Traditional, In-store, Shopping, Consumer.

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To Buy Online or Not? An Analysis of Online Consumer Decision Making


Tracy Wangechi Maina & Jackson Ndolo

Journal Name: International Journal of Science and Business
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
Media: Online
Volume: 3
Issue: 3
Acceptance Date: 22/04/2019
Date of Publication: 30/04/2019
Free download: Available
Page: 135-140
First Page: 135
Last Page: 140
Paper Type: Literature Review
Current Status: Published

Cite This Article:

Maina, T. W. & Ndolo, J. (2019). To Buy Online or Not? An Analysis of Online Consumer Decision Making. International Journal of Science and Business, 3(3), 135-140. doi:

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About Author (s)

Tracy Wangechi Maina, (Corresponding Author) PhD Student, Mount Kenya University,Thika, Kenya.

Jackson Ndolo, Lecturer, School of Business & Economics, Mount Kenya University, Thika, Kenya.


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