Understanding Social and Psychological Factors Influencing Online Consumer Behaviour
Dr. Ankur Gangal, Sneha Agrawal, Om Vaghela
consumer psychology, emotions, online shopping behavior, social influence, trust
Online shopping has become a massive phenomenon, and understanding what drives consumers is crucial. This study explored the social and psychological factors influencing online shopping behavior. We surveyed 500 participants and identified three key drivers: Trust & Guidance: This group prioritizes reliable information before buying. They rely on online reviews, recommendations from friends and peers, and strong brand reputations to make informed choices. Emotional Influence: For some, emotions play a big role. Compelling marketing campaigns, testimonials, and endorsements from influencers can significantly impact their decisions. Product Focus: This group prioritizes researching products before buying. They actively utilize social media to discover products, read reviews, and gather insights before making a purchase. These factors explain nearly 80% of the online shopping behavior we observed. Interestingly, trust, guidance, and information remain key influencers, even in the digital age filled with emotional triggers and social influences. This research provides a valuable framework for understanding online consumer behavior. While limitations exist, it paves the way for further exploration of this ever-evolving landscape.
Article Details
Unique Paper ID: 162830

Publication Volume & Issue: Volume 10, Issue 11

Page(s): 241 - 245
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