Table of Contents
Abstract. 2
CHAPTER ONE.. 5
INTRODUCTION.. 5
1.1 Background to the Study.. 5
1.2 Statement of the Problem... 6
1.3 Objectives of the Study.. 8
1.4 Research Questions. 8
1.5 Research Hypothesis. 8
1.6 Significance of the Study.. 9
1.7 Scope of the Study.. 9
1.8 Limitations of the Study.. 10
1.9 Organization of the Study.. 10
CHAPTER TWO.. 13
REVIEW OF RELATED LITERATURE.. 13
2.1 Introduction.. 13
2.2 Theoretical Review.. 13
2.3 Conceptual Review.. 15
2.3.1 Overview of Key Concepts. 15
2.3.2 Consumer Decision-Making Process. 16
2.3.3 Technology Adoption and User Experience.. 16
2.3.4 Trust and Security Concerns. 16
2.3.5 Social Influence and Peer Recommendations. 17
2.3.6 Personalization and Customization.. 17
2.3.7 Cross-Cultural Variations. 17
2.3.8 Ethical Considerations. 18
2.3.9 Post-Purchase Behavior and Satisfaction.. 18
2.4 Empirical Review.. 18
2.5 Summary of Literature Review.. 21
CHAPTER THREE.. 22
RESEARCH METHODOLOGY.. 22
3.1 Introduction.. 22
3.2 Research Design.. 22
3.3 Research Approach.. 22
3.4 Population for the Study.. 23
3.5 Sample and Sampling Technique.. 23
3.6 Research Instrument. 23
3.7 Validity of the Instrument. 24
3.8 Reliability of the Instrument. 24
3.9 Data Collection.. 25
3.10 Data Analysis. 25
3.11 Result of the Pilot Study.. 25
DATA ANALYSIS AND INTERPRETATION.. 26
4.1 Preamble.. 26
4.2 Socio-Demographic Characteristics of Respondents. 26
TABLES BASED ON RESEARCH QUESTIONS.. 29
4.3 Analysis of the Respondents’ Views on Research Question one:. 29
4.4 Testing Hypothesis. 44
Discussion of Findings. 45
CHAPTER FIVE.. 47
SUMMARY CONCLUSION AND RECOMMENDATION.. 47
5.1 Summary of Findings. 47
5.2 CONCLUSION.. 49
5.3 Recommendations. 49
REFERENCES.. 50
Research Questionnaire: Evaluation of Consumer Behavior in Online Shopping (A Case Study of Konga). 53
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
1.1 Background to the Study
In the dynamic landscape of e-commerce, understanding consumer behavior is paramount for businesses striving to thrive in the digital marketplace. The shift towards online shopping has not only revolutionized the retail industry but has also necessitated a deeper comprehension of consumers' preferences, motivations, and decision-making processes. This introduction aims to explore the intricacies of evaluating consumer behavior in online shopping, shedding light on the multifaceted factors that influence purchasing decisions in the virtual realm.
To comprehensively evaluate consumer behavior in online shopping, it is imperative to delve into various dimensions such as demographic factors, psychological aspects, and technological advancements. Demographic variables including age, gender, income, and education level play a pivotal role in shaping consumers' online shopping patterns (Dholakia, 2000). Moreover, psychological factors such as perceived risk, trust, and satisfaction significantly influence consumers' attitudes towards online shopping (Gefen, 2000). Furthermore, the rapid evolution of technology, particularly in the realm of artificial intelligence and augmented reality, has revolutionized the online shopping experience, presenting new avenues for understanding and analyzing consumer behavior (Li et al., 2021).
The evaluation of consumer behavior in online shopping necessitates the adoption of diverse methodologies ranging from quantitative surveys to qualitative interviews and observational studies. By employing a combination of these research techniques, scholars and practitioners can gain comprehensive insights into consumers' online shopping habits, preferences, and decision-making processes (Hassanein & Head, 2007). Additionally, the utilization of advanced analytics tools and big data analytics enables businesses to extract valuable insights from vast datasets, facilitating a deeper understanding of consumer behavior in the digital realm (Verhoef et al., 2015).
1.2 Statement of the Problem
The surge in online shopping presents both opportunities and challenges for businesses aiming to capitalize on the digital marketplace. However, amidst the plethora of choices and convenience afforded by e-commerce platforms, understanding consumer behavior remains a critical challenge. The 1.2 Statement of the Problem revolves around the need to comprehensively evaluate the intricate factors influencing consumers' decision-making processes in online shopping. Despite the extensive research in this domain, there exists a gap in understanding the nuanced interplay between demographic characteristics, psychological factors, and technological advancements shaping consumers' online shopping behavior (Dholakia, 2000). Moreover, the rapid evolution of technology introduces complexities that demand novel approaches to analyze and interpret consumers' interactions with e-commerce platforms, necessitating further investigation (Li et al., 2021).
Furthermore, the proliferation of online shopping channels and the emergence of new retail formats such as social commerce and mobile commerce add layers of complexity to understanding consumer behavior in the digital realm. As consumers navigate through diverse platforms and channels, their preferences, motivations, and decision-making processes evolve, posing significant challenges for businesses seeking to tailor their strategies to meet consumers' changing needs (Van den Poel & Buckinx, 2005). Thus, the 1.2 Statement of the Problem underscores the imperative for holistic research endeavors aimed at unraveling the complexities of consumer behavior in online shopping, providing valuable insights for businesses striving to thrive in the competitive e-commerce landscape.
1.3 Objectives of the Study
The main objective of the study is to examine Evaluation of Consumer Behavior in Online Shopping. Specific objectives of the study are:
- 1. To understand the influence of online product information on consumer decision-making.
- 2. To analyze the factors that contribute to online shopping cart abandonment.
- To explore the impact of social media on consumer discovery and purchasing behavior for online shopping.
1.4 Research Questions
To guide the study and achieve the objectives of the study, the following research questions were formulated:
- How do different formats of product information affect a consumer's purchase decision for a particular product category?
- At what stages of the online checkout process are consumers most likely to abandon their shopping carts, and why?
- How do consumers use social media platforms to discover new products and brands for online shopping?
1.5 Research Hypothesis
The following research hypothesis was developed and tested for the study:
Ho: There is no statistical significant relationship between Consumer Behavior and Online Shopping.
1.6 Significance of the Study
The study is important for many reasons. The following are the major stakeholders this paper through its practical and theoretical implications and findings will be of great significance:
Firstly, the paper will benefit major stakeholders and policy makers in the Commerce sector. The various analysis, findings and discussions outlined in this paper will serve as a guide in enabling major positive changes in the industry and sub-sectors.
Secondly, the paper is also beneficial to the organizations used for the research. Since first hand data was gotten and analysed from the organization, they stand a chance to benefit directly from the findings of the study in respect to their various organizations. These findings will fast track growth and enable productivity in the organisations used as a case study.
Finally, the paper will serve as a guide to other researchers willing to research further into the subject matter. Through the conclusions, limitations and gaps identified in the subject matter, other student and independent researchers can have a well laid foundation to conduct further studies.
1.7 Scope of the Study
The study is delimited to Konga. Findings and recommendations from the study reflects the views and opinions of respondents sampled in the area. It may not reflect the entire picture in the population.
1.8 Limitations of the Study
The major limitations of the research study are time, financial constraints and delays from respondents. The researcher had difficulties combining lectures with field work. Financial constraints in form of getting adequate funds and sponsors to print questionnaires, hold Focus group discussions and logistics was recorded. Finally, respondents were a bit reluctant in filling questionnaires and submitting them on time. This delayed the project work a bit.
1.9 Organization of the Study
The study is made up of five (5) Chapters. Chapter one of the study gives a general introduction to the subject matter, background to the problem as well as a detailed problem statement of the research. This chapter also sets the objectives of the paper in motion detailing out the significance and scope of the paper.
Chapter Two of the paper entails the review of related literature with regards to corporate governance and integrated reporting. This chapter outlines the conceptual reviews, theoretical reviews and empirical reviews of the study.
Chapter Three centers on the methodologies applied in the study. A more detailed explanation of the research design, population of the study, sample size and technique, data collection method and analysis is discussed in this chapter.
Chapter Four highlights data analysis and interpretation giving the readers a thorough room for the discussion of the practical and theoretical implications of data analyzed in the study.
Chapter Five outlines the findings, conclusions and recommendations of the study. Based on objectives set out, the researcher concludes the paper by answering all research questions set out in the study.
