WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR

This research contributes to the understanding of online shopping by investigating influential factors on consumers’ online search and purchase intentions. Given the fact that previous studies mostly concentrated on the utilitarian and hedonic aspects and yet still provided mixed results, a comprehensive theoretical framework is developed that combines current research on utilitarian and hedonic values and factors that lead to those values while also emphasizing the importance of the perceived congruence between the consumer and online shopping and linking it to both hedonic values and to online search and purchase intentions. The structural model design tested with 358 online consumers enables the researchers to evaluate all factors in a holistic fashion and our results demonstrate the importance of making use of the properties of the medium while also providing the consumer with a shopping experience that is rich in information, sensory stimulation, and also in self-expression. Results are consistent across demographics and product categories