Online shopping is an electronic commerce that enables a customer to directly buy goods and service from a seller over the internet using a web browser (Young, Hwang, McDonald & Oates, 2010). Once the goods are purchased they can be delivered through drop shipping, in-store pickup, and shipping. Online services are advantageous as they are convenient and has an efficient online shopping process. There are different things that have an influence on consumer behaviour online shopping being one of them. Online shopping is on the rise not only in the UK but also in the world. The main aim of this research is to determine the influence of online shopping on consumer behaviour in the UK.
The researcher used questionnaires as a research methodology to obtain the primary data for the research which was designed to ensure that the research was effectively utilized. The research used research philosophy for explaining the appropriate approach for collecting and analysing data (Adwin, & Ashouri, 2015). The researcher also used data sampling from people who have experienced online shopping. The results of the research found that consumer culture and social characteristics were the cause of influence of online shopping on consumer behaviour in the UK.
Introduction
The online market in the United Kingdom has been expanding rapidly over the last few years. More consumers are adopting the use of online shopping as a basis for the carrying out their daily buying activities, mainly due to the ease and efficiency of the online shopping process. In seeking to understand the level of influence that online shopping has on the level of consumer behaviour the study seeks to analyse the various approaches that are used by consumers to satisfy their buying needs (Hong, Tam & Yim, 2016). The study will undertake to use specific research methodology in gathering appropriate data that will be useful for the process of giving results that are related to the study. Additionally, the researcher will also undertake to use specific research methodology that will be used in giving adequate data analysis and presentation for the study. The main aim of the research, therefore, is to come up with the required analysis on how the level of online shopping will always influence the level of consumer behaviour.
Research question: What is the influence of online shopping on consumer behaviour in the UK?
Literature Review
In the modern era, internet-based shopping is a concept that is rapidly growing. Studies show that despite the growth that has been achieved so far, there is still a lot of potential for growth and expansion of online markets all-round the globe (Mallapragada., Chandukala, & Liu, 2016). One of the major forces that enable the concept of online shopping is the ability of the platform to offer convenience to its customers, who are mainly made up of the young persons who are in the ‘technology age'. The growth and prevalence of the online shopping platform have been very useful, especially for the businesses which are currently having more investments in the online market platforms.
The online platform has opened endless shopping experiences as the consumer is no longer bound by the confines of location or even distance. As such, the internet is considered the best platform that gives consumers choice and variety which they can choose from. There are specific characteristics of online shopping that make it unique and preferable that the other forms of traditional shopping. The level of consumer behaviour towards the use of online shopping platforms has always mostly been influenced by factors such as the ability to check on the products and its availability at any time, the availability of the product’s detailed information and even an available platform from which the customer may seek for further information and clarification regarding a product. Over time, there has been a shift in the level of change of customer preference on online shopping determinants. The customers are now driven to undertake online shopping due to the convenience as compared to the price determinants.
The internet platform has been providing a lot of competition that is useful for the customer. The increased level of competition on the online front has been used as earns of ensuring that there is adequate customer value (Pappas, Kourouthanassis, Giannakos & Chrissikopoulos, 2016). In addition, the price level competition that has also been highly enhanced as the platform is very sensitive to the provision of value and attraction of more customers through price sensitivity. There are various advantages that are always drawn from the platform that is provided in undertaking online shopping. Both eh customers and the sellers of various goods and services always gain from the deals in a very big way.
Research Methodology
Choice of the research methodology
The research adopts the use of questionnaires which were used in coming up with the appropriate data from the respondents. The questionnaires were specifically directed to the respondents who were made up of online shoppers. The design of the questions was made to respond to the issues that the research needed to respond to. Specifically, the researcher used an open-ended question. The design of the questionnaire was meat to give the researcher the information based on a wide scope. The researcher was able to gather more data which was to be achieved through the open-ended questionnaires. The research study conducted was also carried out on an exploratory basis on the initial stages, even though the research later developed into an explanatory one. The move was mainly aimed at first having a deeper understanding of the consumer before father critically analysing the online consumer behaviour.
The researcher also chose to use both primary and secondary data. The move was especially very critical as a means of ensuring that the research information was effectively used. The use of primary data, which was because of the responses from the respondents, served the important aspect of ensuring that there were effectiveness and efficiency in the kind of information that was gathered. Primary data collection was also important in adding more value to the research as it was one of the best means of obtaining results and opinions.
Research philosophy
When undertaking the study, the research adoption consisted of the move to give direction on which way the study was to take. The researcher adopted a standardised philosophy which was explaining the appropriate approach for collecting and analysing the relevant data. The researcher adopted three major district approaches which included interpretivism, positivism, and realism.
The positivism aspect was utilised as it was important for enabling the researcher not to affect nor be affected by any of the existing aspects of the research. The analysis of data under the above approach is mainly simplified to reflect a simpler form which reflects the various existing theories. For the realistic approach, the concept is matched by the existence of a reality that is defined by the independent thinking of the researcher. The approach developed a body of knowledge by adopting a means of scientific approaches. The use of the concept supports the ideas that are generated by the human mind and not based on the existing facts.
Data sampling
The researcher used a data population consisting of 30 respondents. The respondents mainly consisted of persons who have undertaken online shopping. On the other hand, part of the respondents was also made up of persons who were opposed to the concept of online buying. The respondents who were against the online platforms were mainly made up of the older generation who were mainly made up of persons who were still adopting and using the old-fashioned way of buying. In undertaking the stud, the research used quantitative data approach. The choice of the above approach was necessary for maintaining the type of expected results that the study intended to give.
Presentation of results and discussion
Consumer culture
Online shopping largely has an influence on the buying and spending culture of the consumer. For a consumer, the culture always has a factor to play in the kind of the goods and services which they consume. A person’s culture is considered as the main basic influences on the needs and wants of a person (Pookulangara & Koesler, 2011). First, the culture is very critical as it is always used as one of the main considerations that are used in the process of coming up with proper and effective means of determining a person’s consumption. The culture is also very critical as it can influence the behaviour of persons. Culture is also defined by a different social class within the society. Those who perceive themselves to be of a higher class will always have the advantage of being influenced more by the culture. The culture of buying and high spending for the wealthy people will always influence them to the move of spending more amounts of money on the online platforms.
Social characteristics
The social characteristics of people in the UK have a big influence on their level of consumption and buying, especially based on the online platforms. The social characteristics are important as they can be divided into three major distinct classes. The major classes of social factors that influence the consumer behaviour include the family, reference groups and even social roles.
The reference groups involve the belonging that a person has in a group of people. The group influence always plays a very important role in influencing the level of consumer behaviour, especially online buying. In the UK, such online platforms include the belonging in companies, schools or even the social groups that people have when they belong to specific groups of gatherings (Blázquez, 2014). The group influence on the members is always achieved through a collective buying and spend behaviour which such persons always depict during online buying. The reference groups may also be defined as the existing persons and group to which a person always wants to belong. Such groupings are always having an influence on a person since they want as a determinant of the person's desires and goals. The person may always emulate the desire of belonging to such a group and, therefore, follow some of their practice which includes their buying behaviour.
Family members are also said to have a very big social influence for the consumption of persons. In fact, the family is one of the greatest determinants of the choice of people to move to adopting online purchases (Chea & Luo, 2008). The family unit is always an essential way of teaching and impacting several behavioural changes on it members. The younger members of the family are especially always given direction by the older members on the kind of consumption which they are to adopt. In most cases, the family unit is always influential in changing the behaviour of a person.
The roles and status of persons is also another major social factor which has a major influence on the level of consumer behaviour. The individual roles and collective roles form a social grouping which ties people together and makes them have a common and unique practice (McCormick & Livett, 2012). The status of people within the UK has also been cited to have an influence on the online market. Some persons who feel that the class does not allow them to adopt the traditional shopping methods have resorted to using the modern online methods of shopping as a means of reaching out to the market.
Personal characteristics
The UK is known to be a diverse place that has people from all walks of life, who also have the characteristics of sharing very diverse personalities with people from different places and nationalities. The personal characteristics of the people have a big effect on the level of online shopping in the UK (Rose, Clar, Samouel & Hair, 2012). A person may find it convenient to adopt online shopping as means of enabling the buying of goods. On the other hand, other individuals may still find it extremely difficult to carry out shopping from the online platform due to many factors. The determinant of online shopping for individuals which are influenced by their personality includes the need to exploit the convenience of shopping from one’s computer and the cheaper costs offered on online shops as compared to the traditional shopping methods.
On the other hand, the shopping for individuals is also influenced by the need to distinguish class among persons. Some of the shoppers always chose to still buy their products from high-end shops that offer such items at a higher price level. On the contrary, the person chose not to use the cheaper products that are always mainly offered at a discounted rate on the online front. The pricing model for the spenders who seek to use more money on expensive products also vary. On the contrary, those who seek cuts on their spending budgets mostly adopt the use of online shopping platforms (Penz, & Hogg, 2011). In the UK, the high number of spenders that adopt online shopping may, therefore, be concluded to be mainly looking for a cheaper and convenient option for buying their products and services.
The age of persons also has a very big influence on the hoping behaviour of people in the UK. The research revealed that young people had more chances of venturing into the online world and thus coming up with an appropriate and effective way of buying the goods and services that they critically need. On the other hand, the older generation lacks the necessary knowledge and understanding of most of the aspects of technology and its use. The fact that the older people may not be able to effectively use technology prevents them from efficiently adopting and using the improved technology to the conduct online shopping initiatives.
Another major important aspect of online shopping is the issue of occupation. The occupation and the kind of work that a person does will always influence their level of adoption of online shopping models. First, the main determinant relies on the fact that people who have very involving jobs always hardly find time to carry out normal traditional shopping methods. Such busy persons will, therefore always adopt the use of online shopping platforms which always provide them with the opportunity to d their shopping conveniently and without any kind of difficulty (Solomon, Russell-Bennett & Previte, 2012). On the other hand, another determinant factor which also influences the level of online shopping is the level of earnings that a person has. The people who always undertake the process of adopting online shopping in the UK are considered as mainly to belong to the middle class which is considered as most of the people in the United Kingdom.
The economic situation of the people in the UK also vary greatly and have an influence on the level of consumer behaviour in the region. The major determinants of the economic situations that may affect the level of consumer online shopping include their interests and opinions regarding all the issues related to the consumption of goods and services. The personality of persons also heavily affects and even influence the level and extent of the approach that they have towards effective management of their buying behaviour (Kim, Kim, & Park, 2010). The concept of personality includes adaptability, self-confidence, autonomy on every aspect of online spending meant to achieve the high number of online pull for the companies seeking to market their products through the online space. The self-image of persons may also have a very big effect on the level of choice of people to adopt the use of the online space in carrying out shopping activities.
Psychological characteristics
The need to adopt the use of online shopping is also always determined by the psychological status of the person. The major aspect so psychology that is useful in determining the will of an individual to use online shopping platforms include learning, attitudes, perceptions and even beliefs.
The motivation is always used to refer the extent to which a person may want to effectively satisfy their different needs and wants. For people to satisfy some of the needs, achieving convenient means of enhancing such satisfaction has always been managed by individuals through the men of online shopping. The shoppers are always encouraged by the ease at which they may be able to access the different products and services from online platforms. In the UK, such platforms are so much used as a way of promoting the motivations of people.
The perception of people is also a major psychological influencer that is always used by the people in the UK to have a proper means of enjoying online shopping platforms. Much of the goods and services that are purchased online have always been used in the process of satisfying the influential aspect and psychological needs of persons. The beliefs and attitudes of people which are always formed based on specific psychological states also have a big influence on the level of buying that people may choose to use in the online space. Most of the people will alias have the choice of shopping online since that will be pushed based on their given attitudes that the bear.
Other factors affecting the consumers choice of online shopping mechanism
The price factor is one other very critical determinant of the choice that consumers make to purchase products online. The study revealed that much of the consumers who chose to buy goods and services online were influenced by the relatively lower prices that such items always bear (Tong, 2010). Most of the online platform in the UK always tend to have lower price charges which arise from the fact that the shops do not have some of the costs such as warehousing costs. In addition, the online stores always receive many discounts from the manufactures, the discount is mainly passed on to the consumers.
The level of trust is also a major determinant of the choice of people to adopt the use of online shopping platforms as their preferred shopping means within the UK (Wu, Huang, Yen & Popova, 2012). More people have in the past years been developing more trust on online shopping platform as compared to the previous years. The level of trust has mainly been boosted by the fact that the online stores have been consistent in earning customer trust through timely delivery schedules and even having a proper system of ensuring that the level for customer satisfaction is enhanced. The level of trust has also been achieved in the past by having a systemic efficiency which most of the only stores have maintained. The other factors such as timely delivery schedules and even the proper and safe payment methods adopted by the online store for shopping has significantly increased the level of how customer s always vie the online stores.
The level of convenience is the last aspect that has also improved the adoption of the inline platform used by most of the shoppers within the UK. The aspect of shopping at the convenience of a person's home or office has been one of the most beige factors that have helped to revolutionize the concept of online shopping. The above factors continue to lead to more growth of the online space in the UK and there is a projected continued growth of the sector.
Conclusion
In conclusion, it is important to appreciate the fact that the online market platforms in the UK have been expanding in a big way. There are various factors that have been through to have a big influence on consumer behaviour in the UK. Some of the major factors that promote such a level of influence include the high achievable convenience that the move gives to the customers. Other factors include the form of price reduction that the customers get from the online purchases and even the level of trust which continues to grow in the online space and for the products which are purchased online.
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