A Review of Factors Affecting Online Buying Behavior

Since the onset of e-commerce, e-businesses have always been interested in knowing what propels their customers. An extensive literature review has been cast around the said reason to identify factors affecting online buying behavior. Twenty-six factors have been identified initially, out of which price; convenience; security; information; enjoyment; access and tangibility/sensation have been found to be most cited. These factors have been further explored to examine their implications in managerial decision making. Managerial implications have been discussed at the end. This review will help businesses and academicians to build basic foundation while proposing a strategy or systematic study focusing on online buying behavior