Analysing Online Consumer Shopping Motivations For Luxury Products Research Paper

Analysing Online Consumer Shopping Motivations For Luxury Products - Research Paper Example Each day more and more people take the leap to purchase online. Several organizations desire to capitalize on the growing momentum of the online revolution. According to Javadi & et. al., as compared to physical outlets, online stores possesses a number of unmatched benefits. They are much expedient than physical outlets and allow customers to save time on traveling or waiting lines. Online stores remain accessible at any time and provide customers with rich information regarding different products and services offerings. In present days, online customers possess a greater extent of control along with bargaining power in comparison with physical stores because online medium renders more interactivity between customers and product or service providers. Online shopping has shifted the balance of bargaining power in favor of the customers because it has become quite convenient for them to make comparisons and assess different alternatives without being pressurized by the sales persons. Online shopping facilitates to minimize the transaction expenses along with providing benefits for both customers and suppliers. Consumer behavior is regarded as the dynamic collaboration of thought of persons and its effect. It is determined as the procedures and the activities people involve with while searching, purchasing and evaluating products. As stated by Perez-Schafer, there are three key domains which can define purchasing behavior of consumers. Fig 1 depicts the three vital domains of consumer behavior. ur. Fig 1: Three Domains of Consumer Behaviour Source: (Perez-Schafer & et. al., 2007, p. 2) Consumer Affect and Cognition: Consumer affect denotes consumers’ feelings and emotions. Emotions are collaboration between thought and physiology. These emotions generate different feelings amid consumers such as fondness, disliking, satisfaction, pleasure and sadness among others. On the other hand, cognition commonly refers to the rationale of people. It is a mental process of understanding, assessing, planning, determining and thinking. These feelings, emotions and cognitions are related with each other and determine consumer behaviour by a considerable extent (Perez-Schafer & et. al., 2007). Consumer Behaviour: Consumer behaviour denotes physical activities of consumers which can be directly perceived and measured. Usually, different perceptions of people generate explicit behaviour amid consumers. The traditional model of purchasing procedure was usually followed by single explic it behaviour. However, in present days, the purchasing procedure involves multiple behaviours comprising interaction between thought and perception (Sukato & Elsey, 2007). Consumer Environment: Consumer environment signifies external constituents that affect purchasing behaviour. These constituents comprise physical objects such as products and outlets, longitudinal relationships such as store location and social comportments such as