A Study of Factors Influenced Online Shopping Behavior in Malaysia:
A Structural Approach
RUSNIFAEZAH MUSA, SELVAMALAR NASARATNAM,
KALAISELVEE RETHINAM, PARTEEBAN M. VARATHARAJOO,
ARUNAGIRI SHANMUGAM*
Faculty of Business and Management, AIMST University,
Bedong, Kedah, MALAYSIA
Abstract: - Online shopping becomes a key tool as the business landscape is modifying. Thus, the behavior of
consumer will change accordingly towards online shopping. This study aimed to determine factors influence
the online shopping behavior in Malaysia. Six independent factors and one mediator were tested to the
dependent variable, online shopping behavior: customer satisfaction, security, site design, convenience,
delivery, product brand, perceived usefulness. The questionnaire was adopted in accordance with previous
research. Data were collected using survey method. About 352 data were collected from 400 questionnaires
distributed through convenience sampling to respondent who want to consume green product. The data was
analyzed using statistical packages for the social sciences (SPSS) version 27 and SMART PLS version 3.3.7.
Findings postulates delivery, customer satisfaction, and perceived usefulness were significant towards online
shopping behavior in Malaysia. Meanwhile, convenience, delivery, and site design were found significant with
customer satisfaction. In other findings, customer satisfaction also mediates the relationship between
convenience, delivery, design with online shopping behavior. The R2 (40%) of the study indicates the model
have a moderate fit of model. In order to build engagement of the audience in social media, the business or
marketing manager needs to share valuable and informative content in social media. The social media
marketers also need to post high-quality, unique content to drive the reach of the post or videos of their
business. This will create a strong relationship between the business and customers through social media
platform.
Keywords: - Online shopping behavior, customer satisfaction, convenience, delivery, site design, structural
model.
Received: May 8, 2021. Revised: December 14, 2021. Accepted: January 23, 2022. Published: January 25, 2022.
1 Introduction
Electronic commerce has exploded in recent years
as a result of extensive technical advancement.
According to a survey from e-Marketer, both the
number of online shoppers and the amount of
money spent on the internet are continually
increasing [1]. Furthermore, many emerging
countries, such as Malaysia, rely on it heavily.
People are becoming increasingly connected to
social media platforms, bridging the geographical
divide that formerly separated people [2]. According
to [3], they define online purchasing as an
individual's activities that are motivated by the
desire to shop online. Social media is one of the
most popular sites for online buying. Web 2.0's
conceptual and technical basis define social media
as an online application that allows users to
communicate with one another [4]. Consumers'
online shopping behaviour is influenced by their use
of social media.
In addition to that, consumers are increasingly using
the internet and spending more time searching for
information, which has a significant impact on their
purchasing decisions. Accordingly, the impact of
social media platforms on markets, corporations,
and individuals is significant. As a result,
organizations use platforms like Instagram,
Facebook, and even WhatsApp to build social media
profiles for their products and services in order to
reach out to their target consumers globally.
Moreover, with social media marketing, the nature
of relationships between businesses and consumers
is interactive and direct [5]. The current pandemic
situation, social media was the only method to get
the word out about these new products and services.
Because many countries are on lockdown and most
consumers are afraid to travel to a real store, the
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DOI: 10.37394/23207.2022.19.48
Rusnifaezah Musa,
Selvamalar Nasaratnam,
Kalaiselvee Rethinam,
Parteeban M. Varatharajoo,
Arunagiri Shanmugam
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next best choice is online shopping, which includes
purchases made through social media.
In 2020, the number of social media users has risen
to 26 million, up from 19 million in 2019, and this
statistic only applies to Malaysia. The number of
people using social media is growing every day;
everyone, young and old, has at least one account.
In fact, more than 95% of social media platforms for
people aged 18 to 34 are targeted towards this
demographic. The goal of this study was to figure
out what factors influence Malaysians' internet
buying habits. Customer satisfaction, security, site
design, ease, delivery, product brand, and perceived
usefulness were all assessed in relation to the
dependent variable, online buying behaviour.
2 Literature Review
2.1 A Review of Current Trend of Online
Shopping Behavior
The increased use of the internet around the world
has resulted in a new type of consumer behaviour, in
which customers' focus has switched to online
shopping. Consumer behaviour is shifting away
from traditional ways as consumer faith in
technology and online payment industries grows [6].
According to the [7] postulates an estimated 1.8
billion individuals throughout the world now shop
online and there are over 3 billion internet users
worldwide, signifying a 577 percent rise in growth
since the year 2000. This development suggests that
online shopping has a lot of potential and benefits
for people and businesses all over the world. Due to
the current COVID-19 pandemic, online shopping
has become more of a need than an option for
purchasing goods. Lockdown situations have forced
consumers who are not familiar with online
shopping to move towards this behavior [8]. This
paper aimed to study the influenced factors of
consumer shopping online in Malaysia and the
mediation role of customer satisfaction in
relationship of intend factors (security, site design,
convenience, delivery, perceived usefulness, and
product brand.
2.2 Online Shopping Behavior
The term "online shopping behaviour" refers to the
act of purchasing things and services through the
internet [9]. The Internet, in particular, is critical in
our day. Initially, the internet was used just for
information retrieval [10], but it is currently utilised
for a variety of reasons, including commerce and
social networking. Customers utilise the internet to
purchase things because it is more convenient for
them, and the word convenient incorporates
characteristics such as time savings, information
accessibility, opening hours, ease of use, website
navigation, reduced shopping stress, lower prices,
and shopping enjoyment [11], [12]. In another
research, [13] examined offline and internet
purchasing and found that online shopping is more
convenient and time-efficient than offline shopping.
Apart from that, internet shopping provides clients
with more product and service information, enabling
them to compare pricing and the quality of products
offered by different vendors. Numerous physical
and intangible factors, such as social media, brand,
time restrictions, and even consumer perceptions, all
impact online buying behaviour. All of these factors
have had a significant influence on how customers
purchase online.
2.3 Customer Satisfaction towards Online
Shopping
Customer satisfaction is defined as the summary of
psychological state resulting when the emotional
surrounding disconfirmed expectations that is
coupled with prior feelings about the customer
experience [14]. Customer satisfaction is when
products and services meet the expectation of the
consumers which leads to repetitive purchases.
Customer satisfaction is a central component of
marketing interest [15] and it is regarded as the
primary marketing goal. It is also defined as the
overall customer attitude towards a service provider.
Which are the emotional reactions to what the
customer received and what they expect to fulfill
their need, goal or desire [16][17]. Online customer
satisfaction is defined as the customer’s contentment
which is related to his or her previous purchasing
experience with a given online shopping platform
firm [18]. According to [19] customers’ online
shopping is influenced by benefit perception, which
is referred as the sum of online shopping advantages
or satisfactions that meet an individual’s needs or
wants.
2.4 Security
According to [20] security refers to customer’s
perception on the protection of the information that
are shared during their online experience to access
the website. Security can be described as the extent
to which shoppers consider that their payment
online is free from unauthorized access, use, change
and destruction [21]. The concern for the security
can be grouped into two categories which are
financial and non-financial [22]. Both the categories
are essentially important consideration for
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Rusnifaezah Musa,
Selvamalar Nasaratnam,
Kalaiselvee Rethinam,
Parteeban M. Varatharajoo,
Arunagiri Shanmugam
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consumers before they decide to they engage into
any online shopping activity. Security is the trust
that consumers have that the transactions and
financial information related to bank information is
safe. Security is a vital factor to influence
customer’s online shopping experience.
Based on the previous studies showed that security
will provide the trust to consumers to continue with
their online shopping experience. Study by [23]
stressed that security is an important factor among
consumers to make decision on their purchase. As
mentioned earlier, it is very essential for users to
feel comfortable as they are aware that the company
that they are engaged in purchase transactions will
process vast data and information related to the
consumers especially the concern on their personal
information. According to [24], security has great
impact to provide the trust and confidence among
consumers in using online shopping platform. And
most importantly trust that on security factor
encourage customers to engage in the online
shopping. Meanwhile, [25] found that behavioural
intention was influenced by security. And to justify
to this claim, findings of [26] highlighted that
security is the main reason that customers have fear
and reluctant to accept online banking. So this
justifies that security factor must be ensured by
website owners and trade organizations to convince
customers on their online transactions [27]. The
trust will definitely provide confidence to the
customers in their online shopping behaviour.
2.5 Site Design
According to [28] the site design refers to customer
experience accessing to the retail website and the
features includes information quality, website
aesthetics, purchase process, website convenience,
product selection, price offerings, website
personalization, and system availability. And
researcher [29] have also emphasized that an
efficient website should contain the three categories
as information-oriented, transaction-oriented, and
customer-oriented.
The site design is desirable to provide the aesthetics
elements of a design to ensure that the website is
usable. Apart from that, the site design should also
reflect the strong brand image and eventually should
attract the online customers to visit the website [30].
Customers assess their experience of using a website
to perceive their general experience in online
shopping. In aligned to the same findings, [31]
found a significance relationship between online
shopping activities with the website features.
According to study by [32] found insignificant
relationship between site design and online
shopping behaviour. Online consumer prefers those
online sellers to create their online store with a
superb web atmospherics, consistence eye catching
graphics and has a very interested website design
and layout [33].
The site design could also allow the customers to
express their feelings whether positive or negative
feelings with the website. Besides, this will also
motivate the consumer to revisit the website.
According to the empirical findings by[34] revealed
that site design is linked with the perceptions of
online service quality among customers. These
studies as discussed have shown that site design is
an important factor for customers to make decision
to engage and stay engaged with online shopping
using the website as it is the platform to view and
shop the products provided in the online store.
2.6 Convenience
Convenience refers to the minimized time and effort
taken to purchase products and services [35]. Based
on recent studies by [13], online hopping provides
the ease as it provides consumers their own time to
experience the online shopping even when they are
busy. Consumers may continue with their purchase
at their own comfort. And especially with the impact
of pandemic Covid-19, consumers are opting to
online shopping as it is more convenient especially
with to the social distancing to take into
consideration. Study conducted by [36] revealed that
the findings on young Malaysians shows that online
shopping is a preference due to the convenience that
it provides. In addition to that, findings by [6] that
the most crucial factor that influences online
shopping is convenience. Therefore, convenience is
one of the aspects that retail websites may offer to
add value to customers [37]. More recent studies,
however, showed that convenience has a direct
effect on purchasing trends [38][39]. The discussion
shows that the consumers are willing to engage in
the online shopping behavior when they are
convinced that the online activity is convenient and
able to safe their time and comfort. And at recent
times, with the pandemic that cause panic and worry
among consumers, online shopping ease and provide
the convenience to them to do shopping without any
face to face or physical contact that may expose
them to risk of the pandemic.
2.7 Delivery
According to surveys, the value placed on delivery
is increasing in lockstep with the expansion of
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Rusnifaezah Musa,
Selvamalar Nasaratnam,
Kalaiselvee Rethinam,
Parteeban M. Varatharajoo,
Arunagiri Shanmugam
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online shopping [40]. According to studies, delivery
is a critical component to consider when
determining a customer's level of satisfaction with
an online purchasing platform [41][42]. According
to specific study, customers place a premium on
delivery as a critical component since they have
already paid for the service [43]. According to
another study, customers are equally as concerned
about delivery times as they are about delivery
prices [44]. Delivery performance, usually referred
to as on-time delivery, has a positive effect on
customer satisfaction [45]. According to earlier
research [44], customer dissatisfaction is induced by
product delivery delays. Therefore, on-time delivery
is seen as a significant component in determining
the success of online shopping in a particular area
[40][42][44][45].
2.8 Product Brand
A brand is a name, term, symbol, design, or mix of
these things that is used to identify a seller's or a
group of sellers' goods and services and distinguish
them from those of competitors [46]. According to
prior study, a brand is created by the consumers'
perceptions and experiences, thus a sensible and
conscious shopper will only purchase brands that he
is familiar with and find appealing [47]. Even if
customers wish to buy a certain product, brand
recognition will be the most essential and
influencing aspect in their selection. According to
researchers, it's critical to examine how consumers
create relationships or interact with brands, as well
as their ability to form brand communities in their
own lives [48]. According to [49], brand awareness
arose from a large collection of disparate pieces,
which was dependent on the extension of marketing
messages to other fields. [50] described a type of
loyal consumer that makes purchases regardless of
price, and who expresses their devotion by making
favorable recommendations for businesses and even
investing money in the brand, demonstrating their
complete trust in the company.
2.9 Perceived Usefulness
[51] defined perceived usefulness in the TAM
model as the extent to which an individual believes
that applying an innovation increases job
performance. This definition originates from the
word useful, which means the ability to be used
advantageously. Perceived usefulness refers to the
advantage that someone derives from technology
usage. The desire to utilise technology has an effect
on the users' competence, and the intention is
impacted by perceived utility and simplicity of use
[52]. In different findings, [53] revealed that
perceived risk and perceived utility are influencing
variables in Bangladesh's m-commerce adoption.
Similarly, [54] said that perceived utility and
emotion played a crucial role in explaining both m-
commerce use and desire to use through perceived
value. In Indonesia, there is also an issue with a
slow internet network [52]. Similarly, [55] said that
perceived utility had a direct effect on mobile
banking adoption in Thailand.
3 Methodology
Figure 1 below depicts the conceptual framework of
this study based on the discussion of variables in
literature review section.
Fig. 1: Research Framework of Online Shopping
Behavior
This study used a quantitative research design. The
study's target audience was consumers who buy
online via websites such as shoppee, facebook,
Instagram, and Lazada. Responses from consumers
were gathered through an online survey. To collect
prospective responders, an intercept technique was
utilised on Facebook pages, Twitter, Instagram, and
any online shopping website platform. A total of
352 valid surveys from targeted consumers were
gathered. From 352, about nine responded were
discarded due to outliers. The questionnaire's
measurement item was modified from prior
research. A five-point Likert scale was used, with a
score of "1" representing "strongly disagree" and a
score of "5" representing "strongly agree." A total of
343 were carry for further analysis. Smart-PLS
version 3.0 was used to analyse the measurement
and structural model for this study.
4 Findings
4.1 Demographic Profile
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Rusnifaezah Musa,
Selvamalar Nasaratnam,
Kalaiselvee Rethinam,
Parteeban M. Varatharajoo,
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Respondent's demographic profile described the
background of the respondent ranging from their
gender, age, income, and education. The difference
in gender shows a big difference as the females
prefer to do online shopping more than male. The
female respondent is at 62.7 percent compared to
male respondent at 37.3 percent. While analyzing
the respondent demographic profile, age of the
respondent became a crucial indicator to show that
most respondents at the age of 21-25 years prefer to
shop online. Hence, the finding shows that
respondents at the age of 21-25 years are the highest
to do online shopping at 66.7 percent.
Respondents also were asked about their monthly
income. 73.3 percent of respondents have monthly
income less than 2,000. From 343 respondents, there
was only one respondent at 0.29 percent having
monthly income more than 11,000. On the other
hand, 22.7 percent of respondents had monthly
income at 2001-5000 and there were only five
respondents at 3.7 percent who had 50001-
10,000.Additionally, in term of level of education,
most of the respondents are bachelor’s degree
holders at 55.3 percent followed by High school and
diploma holders at 14.7 percent. Only two
respondents were master’s degree holders at 1.3
percent while Foundation, STPM, and Pre-diploma
holders at 13.33 percent.
4.2 Measurement Model
Table 1 shows the measurement model of Intention
to consume green product which explained the
factor loadings and reliability of the constructs. [56]
explained that the reliability of a single observed
variable describes the variance of an individual
observed which was compared to an unobserved
variable by evaluating the standardised outer
loadings of the observed variables. Meanwhile, the
observed variables with an outer loading of 0.7 or
greater are agreed to be acceptable [57], while the
outer loading with a value less than 0.7 should be
discarded [58]. For this study, the cut-off value
accepted for the outer loading is 0.7. There were
only 1 item deleted (CONV2) as it has loading
below 0.7 [57].
Table 1. Reliability and Validity of Constructs (n=343)
Items Loading
AVE
CR
Online Shopping Behaviour (OSB)
OSB 1
OSB 2
OSB 3
OSB 4
OSB 5
0.913
0.821
0.936
0.930
0.847
0.793
0.950
Security (SEC)
SEC 1
SEC 2
SEC 3
SEC 4
0.910
0.911
0.922
0.895
0.827
0.950
Site Design (SD)
SD 1
SD 2
SD 3
SD 4
0.880
0.888
0.894
0.899
0.793
0.939
Convenience (CON)
CON 1
CON 3
CON 4
0.701
0.910
0.888
0.700
0.873
Delivery (DEL)
DEL 1
DEL 2
DEL 3
DEL 4
0.901
0.923
0.903
0.923
0.833
0.952
Product Brand (PB)
PB 1
PB 2
PB 3
PB 4
PB 5
0.874
0.817
0.921
0.814
0.855
0.769
0.943
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Rusnifaezah Musa,
Selvamalar Nasaratnam,
Kalaiselvee Rethinam,
Parteeban M. Varatharajoo,
Arunagiri Shanmugam
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Perceived Usefulness (PU)
PU 1
PU 2
PU 3
PU 4
PU 5
0.931
0.935
0.950
0.926
0.895
0.657
0.905
Customer Satisfaction (CUS)
SI 1
SI 2
SI 3
SI 4
SI 5
0.820
0.776
0.853
0.819
0.838
0.912
0.675
According to [59], the Average Variance Extracted
(AVE) should be higher than 0.5. However, even if
the AVE is less than 0.5 (0.4 is still acceptable), but
the composite reliability is higher than 0.6, the
convergent validity of the construct is still adequate
[59]. As shown in Table 1, the AVE for all the
variables in this study exceeded 0.5 and was
validated for the structural analysis.
Table 2. Discriminant Validity of Latent Variables
Note: 1: convenience, 2: Delivery, 3: Customer satisfaction, 4: Online shopping behavior, 5: Perceived
Usefulness, 6: Product brand, 7: Security, 8: Site design.
**Bold diagonal elements are the square root of AVE (Average Variance Extracted) which should exceed the
off- diagonal inter-construct correlations for adequate discriminant validity.
The construct reliability (CR) for all the variables
has a value above 0.85. The discriminant validity of
the latent variables in this study as shown in Table
2 illustrates all the bold diagonal elements that
exceed the off- diagonal inter-construct correlations
which indicate attitude (ATT) is 0.792,
environmental concern (EC) is 0.841,
environmental knowledge (EK) is 0.881, Health
consciousness (HC) is 0.811, Intention to consume
green product (GPI) is 0.846, perceived price (PP)
is 0.851, perceived value and quality (PVQ) is
0.932 and social influence is 0.913. Hence, the
value of all indicators loaded on their own
construct is higher than on any other which is
sufficient.
4.3 Structural Model
A structural model, through the bootstrapping
analysis, was constructed (Streukens & Werelds,
2016). A total of 5000 subsamples through
bootstrapping were collected as per the results
illustrated in Figure 2.
Fig. 2: Structural Model for Online Shopping
Behavior.
Table 3 illustrates the findings of the direct
hypotheses of this study. Of the 7 hypotheses, only
3 hypotheses were accepted.
Table 3. Direct Hypotheses Result of Structural
Model
1
2
3
4
5
6
7
8
1
0.836
2
0.070
0.913
3
0.180
0.531
0.822
4
0.110
0.522
0.580
0.890
5
0.280
0.072
0.060
-0.034
0.928
6
0.437
0.077
0.124
0.097
0.339
0.877
7
0.291
0.097
0.142
0.064
0.227
0.557
0.909
8
0.124
0.455
0.783
0.469
0.058
0.065
0.117
0.890
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Selvamalar Nasaratnam,
Kalaiselvee Rethinam,
Parteeban M. Varatharajoo,
Arunagiri Shanmugam
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Delivery was found to be positively significant with
online shopping behavior (ß= 0.31, t= 5.43, p <
0.01). Customer satisfaction also was found to be
positively significant with online shopping
behavior (ß= 0.40, t= 5.80, p < 0.01). In contrast,
perceived usefulness was found to be negatively
significant with online shopping behavior (ß=-0.10,
t= 2.000, p < 0.05) and Findings also shown that
security do not influence online shopping
behavior (ß= -0.05, t= 0.85, p > 0.01). Site design
also was found to be not significant with online
shopping behavior (ß= 0.02, t= 0.27, p >0.01), and
covenience and product brand was found to be not
significant with online shopping behavior (ß= 0.02,
t= 0.48, p >0.01) (ß= 0.08, t= 1.07), p >0.01)
respectively. Hence, hypotheses H4,H6, and H7
were accepted whereas hypotheses H1, H2, H3, and
H5 were rejected.
Table 4. Indirect Hypotheses Result of Structural
Model
In examining the mediation effect, findings
postulate that online customer satisfaction only
mediates relationship between convenience,
delivery and site design and online shopping
behavior. Online customer satisfaction mediates the
relationship between convenience and online
shopping behavior (ß= 0.029, t= 1.971, p < 0.05).
Meanwhile online customer satisfaction mediates
the relationship between delivery and online
shopping behavior (ß= 0.088, t= 4.006, p < 0.01)
and mediates the relationship between site design
and online shopping behavior (ß= 0.272, t= 5.482,
p < 0.01). Hence, hypotheses H8, H9, and H13
were accepted whereas hypotheses H10, H11, and
H12 were rejected.
5 Discussion and Conclusion
The research sought to ascertain the difficulties
encountered by customers while making an online
purchase. The findings indicated that most
respondents had both good and bad experiences
purchasing online. There were several concerns or
difficulties that consumers encountered while
utilising an e-commerce platform. Consumers were
encouraged to purchase from online sites by six
factors: security while conducting transactions
online, convenience of online shopping, engaging
and informative web site design, product brand, and
perceived utility of utilising a website to shop
online. The findings may help e-tailers plan future
tactics for meeting client wants and fostering
customer loyalty.
According to the research, delivery was shown to
be associated with online purchase behaviour
[40][42][44][45]. This conclusion is consistent with
recent research in which customers predicted a
shorter delivery time when their purchase value
was high; the presence of "want" and "should"
goods in the online shopping cart indicated the
existence of "want" products and "should" items
[60]. Additionally, data indicate that buyers want
expedited delivery not because of the costs but
because of the product's worth. It does away with
the notion of delivery prices being proportional to
delivery speed as the basics of delivery service.
Although in today's commercial environment, there
are delivery courier firms that promise same-day
delivery for a premium charge. On-time delivery is
sometimes referred to as delivery performance, and
it contributes positively to consumer e-satisfaction
[44][45]. According to [61], there is a high
correlation between reputation and satisfaction,
which is also associated with consumer loyalty. If
an online merchant has established his or her brand
name or image, the client is more likely to favour
that store over a new entry.
Online merchants may use a variety of techniques
to convince individuals who are hesitant to
purchase online, including identifying negative
parts of consumers' concerns in order to convert the
non-online shopper or irregular online consumer
into a regular client. An online merchant must pay
close attention to the product's quality, variety,
design, and brand. To begin, the shop must improve
product quality in order to earn the consumer's
Beta
T
Values
P
Values
H8: Convenience -> Online Customer
Satisfaction -> Online Shopping Behavior
0.029
1.971
0.049
H9: Delivery -> Online Customer Satisfaction
-> Online Shopping Behavior
0.088
4.006
0.000
H10: Perceived Usefulness -> Online Customer
Satisfaction -> Online Shopping Behavior
-0.011
0.848
0.397
H11: Product brand -> Online Customer
Satisfaction -> Online Shopping Behavior
0.016
0.989
0.323
H12: Security -> Online Customer Satisfaction
-> Online Shopping Behavior
0.002
0.158
0.875
H13: Site Design -> Online Customer
Satisfaction -> Online Shopping Behavior
0.272
5.482
0.000
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DOI: 10.37394/23207.2022.19.48
Rusnifaezah Musa,
Selvamalar Nasaratnam,
Kalaiselvee Rethinam,
Parteeban M. Varatharajoo,
Arunagiri Shanmugam
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confidence. They may do this by providing
comprehensive seller information and history,
which will ideally increase customer confidence in
that seller. Additionally, they may use marketing
methods such as a user-friendly and secure website
that enhances the purchasing experience of
consumers, as well as an easy-to-use product search
and navigation system on the website. Additionally,
comprehensive product and service information,
such as feature and use details, item descriptions
and measurements, may assist consumers in
determining which goods to buy. Customers are
wary about revealing their financial information on
any website [23][24].
Customers can trust any website based on its
privacy policy, and merchants may offer customers
with a clear security policy, privacy policy, and
secure transaction server to alleviate any anxiety
associated with online financial transactions [62].
Additionally, shoppers not only purchase basic
things from online retailers, but also pay attention
to items of a higher quality. As a result, if vendors
can offer prompt and required help, as well as
respond to all client inquiries within a 24-hour
service window, consumers may find it more
convenient to purchase from such websites [63].
Sellers must verify that their goods and services are
internet compatible. Retailers may influence
customers by using risk mitigation methods such as
simple return and exchange policies. Although
most vendors presently provide a plethora of
incentives in the shape of discounts, gifts, and
cashbacks, many of them are tailored to the
demands of e-retailers rather than consumers.
Additionally, trust must be established in the
customer's thinking, which may be accomplished
by the modification of privacy and security
regulations. By using these tactics, marketers may
pique consumers' interest in online buying.
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