Literature Review on Online Shopping †Free Samples to Students

Question: Discuss about the Literature Review on Online Shopping. Answer: Introduction Online shopping is the most preferred way of shopping in recent times among the customers. Business organizations offer online shopping in order to increase their customer base and profit for them (Moshrefjavadi et al., 2012). Online shopping allows customers to shop according to their convenience regardless of time and place. This provides an opportunity for the customers to access products and purchase regardless of the country. This literature review highlights the concept of online shopping along with discussing online shopping when it comes to age, fashion, and gender (Moshrefjavadi et al., 2012). The preference of online shopping differs if factors such as age, gender and fashion are considered. Online shopping is the most preferred trend among the customers and the organizations. Organizations used online shopping in order to increase their customers base and their existing business. However, in the past, online shopping based on age; gender and fashion are not extensively studied (Lian Yen, 2014). Online shopping has been studied generally from the organizational perspectives, ways of increasing customer base and their existing business. Previously research has also been conducted on why online customers prefer shopping, profit due to online shopping and security issues related to online shopping. However, extensive research has not been conducted from individual perspectives of the customers. Therefore, it is hard to find which factors influence online shopping more, fashion, age or gender. The fashion sense of an individual might influence the decision of online shopping rather than the age (Lian Yen, 2014). On the other hand, an elderly customer might prefer online shopping due to her needs rather than her fashion. This essay highlights and researches on the influence of age, gender and fashion online shopping. Therefore, as these factors have not been discussed previously in regards to online shopping, they are identified as potential research gaps and discussed here. Concept of Online Shopping As mentioned by Moshrefjavadi et al., (2012), online shopping is a marketing strategy undertaken by the organization to increase the customer base and the business. In order to sustain in the competitive market, business organization develops and implement unique strategies to reach out maximum customers. Online shopping is one such marketing strategy provided to the customers by the organizations considering the needs of the customers. The online shopping facility provided by the organizations consists of wide range of products starting from clothing fashion, groceries, medicines and food items. The products in the online shopping are based on the demands of the customers of the particular organization. As mentioned by Lian Yen (2014), age is a major factor that influences the decisions of the individuals to continue online shopping. However, as argued by Luo, Ba Zhang (2012), gender and fashion influences online shopping most significantly. Customers prefer online shopping as this allows them to shop according to their convenience. This is because online shopping provides opportunities for the customers to shop regardless of the time and location. The organizations then deliver the products of the placed order to the customers irrespective of the location. Online shopping influenced by fashion According to Blazquez (2014), fashion is the driving factor of online shopping, as this allows the customers to access a wide range of fashionable products at their fingertip. The styles and trends keep on evolving at regular interval. It is difficult for the customers to be present and visits stores and shop across the world personally. Online shopping allows the customers to have access to wide range of brands and products according to their convenience. Individuals prefer being stylish and follow the latest trend. It is supposed that the latest styles are unavailable at the nearby stores. The fashion demand among the customers facilitates online shopping extensively (Ha Stoel, 2012). In this way, the customers are able to buy and shop the latest styles and trends irrespective of the location and time. The latest brands sell a huge range of products on the online platform, as they are aware of the requirement and needs of the customers. Therefore, fashion influences online shoppin g greatly, as this allows the customer to keep up with the latest styles and trends. Apart from fashion, gender also influences online shopping largely. As mentioned by Wu (2013), online shopping is mostly dominant by female customers, as they are more fashion oriented. However, as argued by Fan Miao (2012), the number of male customers for online shopping has increased over the years. Men shop more than women do when it comes to e-commerce and use of online shopping. Apart from clothes, women use online shopping for household purchasing. However, recently men prefer online shopping in order to keep up with the latest trends as well. Recently, even the men prefer being fashionable in terms of the attires, shoes, and products in their house. As a result, online shopping for is more convenient. Due to online shopping, men are able to access to latest trends in terms of clothing and gadgets. Therefore, both men and women prefer online shopping, as this allows them to shop according to their convenience. Though women dominated online shopping, recently men have over passed women in terms of online shopping ("Men are twisting the knife that's already killing shopping malls", 2017) Online shopping influenced by age Age is another important factor that influences online shopping behavior of the customers regardless of the gender. As mentioned by Wan, Nakayama Sutcliffe (2012), teenagers, young adults, and adults are frequent users of online shopping. However, as argued by Choi DiNitto (2013), online shopping is also preferred among elderly customers, as this allows them to shop according to their convenience. The elderly customers place an order online and the orders are directly delivered at their doorsteps. This saves the elderly customers from the hustle of going into the store, collect the products, stand in the queue for payment and bringing the products home. However, the designs of the online websites are sometimes an issue for the elderly customers to access the products (Laudon Traver, 2013). As the elderly customer use, online shopping purchasing products of the daily requirement, teenagers, young adults and adults prefer online shopping for products for daily use and for fashion. T hey find a variety of products at a go, as most of the organizations have online shopping facility. However, the teenagers, adults and young adults prefer online shopping more compared to elderly customers (How consumers best describe their shopping behavior in the United Kingdom (UK) in 2014, 2017). Online shopping imposes certain challenges on the gender, age, and fashion. At certain instances, it might be the organizations fail to deliver the product selected by the customer (Luo, Ba Zhang, 2012). It might be that the customer has selected a product but has been delivered a different product in terms of the size or color. In addition to, the customers are not satisfied with the quality of the product they bought online. As a result, the customers feel dissatisfied with the product and the reputation of the organization. The customers are generally disheartened due to inappropriate product delivery (Laudon Traver, 2013). Moreover, the customers also face challenges due to security issues associated with online shopping. At certain instances, the organizations do not have safe and secured payment gateways due to which the details of the customer cards are leaked. This hampers the trust of the customers and makes them think twice before continuing online shopping. In spite of t he challenges, the customers irrespective of age and gender continue online shopping, as it is more convenient (Wan, Nakayama Sutcliffe, 2012). Significance of online shopping for organizations and customers It is important for the organizations to enable online shopping for the customers based on age, gender, and fashion. From the organizational perspectives, online shopping helps in increasing the customer base for them irrespective of the location of the customers. Online shopping allows the organization to conduct business on an international scale (Laudon Traver, 2013). From the customers perspective, online shopping allows the customers to access a variety of brands, stress, and styles without visiting them physically. For the elderly customers, online shopping is beneficial, as this allows them to shop virtually without being present at the store. Due to online shopping, customers irrespective of age and gender are immensely benefitted. The customers are provided with better price and variety of choices, as they are able to compare the prices of similar or same product from different organizations (Choi DiNitto, 2013). Moreover, online shopping also allows the customers to avail the offers provided by the organizations at their convenience. As a result, the customers do not have to wait to access and avail the offers physically. Conclusion In this essay, it can be concluded that online shopping in terms of age, gender, and fashion in the UK has not been studied and researched extensively. According to the study conducted, it can be said that fashion influences online shopping largely. Online shopping provides an opportunity for the customers to have access to wide range and variety of products. This also allows them to keep up with the latest trends and styles across the world. Apart from fashion, age and gender also influences online shopping. According to the essay, it can be seen that though women dominate online shopping, the number of men has increased over the years. It can be seen that though preferences differ, online shopping has customers from all age group from teenagers, young adults, adults, and elders. References Blzquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience. International Journal of Electronic Commerce, 18(4), 97-116. Choi, N. G., DiNitto, D. M. (2013). The digital divide among low-income homebound older adults: Internet use patterns, eHealth literacy, and attitudes toward computer/Internet use. Journal of medical Internet research, 15(5). Fan, Y. W., Miao, Y. F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175. Ha, S., Stoel, L. (2012). Online apparel retailing: roles of e-shopping quality and experiential e-shopping motives. Journal of Service Management, 23(2), 197-215. How consumers best describe their shopping behaviour in the United Kingdom (UK) in 2014, a. (2017). Shopping behaviour 2014, by age group| UK survey. Statista. Retrieved 18 August 2017, from https://www.statista.com/statistics/320216/shopping-behaviour-in-the-united-kingdom-uk-by-age/ Laudon, K. C., Traver, C. G. (2013). E-commerce. Pearson. Lian, J. W., Yen, D. C. (2014). Online shopping drivers and barriers for older adults: Age and gender differences. Computers in Human Behavior, 37, 133-143. Luo, J., Ba, S., Zhang, H. (2012). The effectiveness of online shopping characteristics and well-designed websites on satisfaction. Men are twisting the knife that's already killing shopping malls. (2017). Business Insider. Retrieved 18 August 2017, from https://www.businessinsider.in/Men-are-twisting-the-knife-thats-already-killing-shopping-malls/articleshow/51174008.cms Moshrefjavadi, M. H., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., Asadollahi, A. (2012). An analysis of factors affecting on online shopping behavior of consumers. International Journal of Marketing Studies, 4(5), 81. Wan, Y., Nakayama, M., Sutcliffe, N. (2012). The impact of age and shopping experiences on the classification of search, experience, and credence goods in online shopping. Information Systems and e-Business Management, 10(1), 135-148. Wu, L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176.