Prioritising factors affecting online shopping behaviour: a fuzzy AHP approach

被引：0
|
作者：
Chopra, Ishani Patharia [1 ]
Jain, Tanu [1 ]
Gupta, Sanjay [2 ]
机构：
[1] Bhagat Phool Singh Mahila Vishwavidyalaya, Delhi, India
[2] Sri Aurobindo Coll Commerce & Management, Ludhiana, India
来源：
INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING | 2025年 / 22卷 / 02期
关键词：
buying behaviour; fuzzy analytical hierarchy process; F-AHP; online customers; online shopping behaviour; online shopping motivation; young customers; INFORMATION-TECHNOLOGY; PERCEIVED RISK; E-COMMERCE; ADOPTION; FAMILIARITY; ACCEPTANCE; MOTIVATION; INTENTION; CONSUMERS; SELECTION;
D O I：
10.1504/IJIMA.2025.145067
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Digitalisation has raised the interest of a number of people in online shopping. The humongous growth of online shoppers has enhanced the challenges for e-retailers to understand the dynamic online shoppers' behaviour Therefore, the present study aims to understand the priority assigned to various factors that affect online shopping behaviour. Data was collected from 641 Indian online shoppers through a well-structured questionnaire using the snowball sampling technique. The result of fuzzy-AHP method indicate that habit (H) is the most important factor determining online shopping behaviour whereas social influence (SI) and hedonic motive (HM) are the least influential ones. Moreover, the most influential sub-criterion is the filter option of shopping websites that eases customers to access what they want. The present study offer practical implications to help e-retailers for developing effective strategies to overcome the challenges of attracting and satisfying online customers.
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页数：28
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