ICT induced factors influencing online buying behaviour of customers: a literature review Online publication date: Wed, 05-Apr-2023
by Harsha Tyagi; Zillur Rahman
International Journal of Business Innovation and Research (IJBIR), Vol. 30, No. 4, 2023
Abstract: With the tremendous growth in the information and communication technology (ICT) sector, a large amount of trading activities are done by using the internet and mobile phones. Despite this fact, people still feel hesitant while doing online shopping. This study attempts to explore the literature on the factors that affect online buying behaviour and the purchasing intentions of the customers and also explored the factors that inhibit customers using the internet or mobile phones for shopping purposes. A literature review approach is adopted for performing this research work and it was found that around 15 factors were identified affecting the adoption of internet and mobile phones for shopping. Online shopping benefits (i.e., convenience, enjoyment, service quality and variety and trust) were found to be the most prominent factors that affect the online buying behaviour of customers. Additionally, privacy and risk are the factors that were found to inhibit customers customers' online purchasing behaviour.
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