Factors that have influence on consumer behavior in online store of goods for home

<p>National market of e-commerce is growing rapidly. According to projections the Russian e-commerce market will grow to $25 billion by 2014. This process is accompanied more intense competition and the growing number of similar variants for potential customers. That&rsquo;s why became more actual issues of increase of competitiveness and profitability online stores.</p><p>One of the most important issues is to identify factors that affect the willingness of the customer to buy. We assume that there is a certain set of parameters that will improve the value proposition in e-commerce for most customers, and as a result, make the purchase more desirable.</p><p>The object of this research is the process of buying household goods in online store.</p><p>The subject of this research are the factors affecting willingness to purchase household goods in online store.</p><p>The purpose of this study is identifying differentiating factors positively affecting the willingness to buy household goods in online store.</p><p style="margin-left:20.05pt;">In the study, the following tasks:</p><p style="margin-left:38.05pt;">a)&nbsp;&nbsp;&nbsp;&nbsp; an analysis of existing empirical developments in the field of motivation and management of consumer behavior in e-commerce;</p><p style="margin-left:38.05pt;">b)&nbsp;&nbsp;&nbsp; describes the conceptual model of factors that have influence on the willingness to buy household goods in online store;</p><p style="margin-left:38.05pt;">c)&nbsp;&nbsp;&nbsp;&nbsp; evaluated the effect of the parameters which describes customer behavior online store household goods;</p><p style="margin-left:38.05pt;">d)&nbsp;&nbsp;&nbsp; studied and described the factors positively affecting willingness to purchase household goods in online store.</p><p>On the basis of analysis of the works of previous years we propose that factors which have influence to consumer&#39;s decisions have different levels:</p><p style="margin-left:18.0pt;">1)&nbsp;&nbsp;&nbsp; Functional attributes (&quot;must have&quot;)</p><p>a)&nbsp;&nbsp;&nbsp;&nbsp; Competitive prices</p><p>b)&nbsp;&nbsp;&nbsp; Quality of goods</p><p>c)&nbsp;&nbsp;&nbsp;&nbsp; Different variants of delivery</p><p>d)&nbsp;&nbsp;&nbsp; Different variants of payment</p><p>e)&nbsp;&nbsp;&nbsp;&nbsp; Guarantee and return capability</p><p>f)&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Quality service and safety</p><p>g)&nbsp;&nbsp;&nbsp;&nbsp; Easy and intuitive catalog</p><p>h)&nbsp;&nbsp;&nbsp; Prompt delivery</p><ol><li value="2">Extra attributes (&quot;nice to be&quot;)</li></ol><p>a)&nbsp;&nbsp;&nbsp;&nbsp; Reviews from other customers</p><ol style="list-style-type:lower-alpha;"><li value="2">The ability to compare products</li></ol><p>c)&nbsp;&nbsp;&nbsp;&nbsp; Advanced system of search</p><p>d)&nbsp;&nbsp;&nbsp; Deep assortment</p><ol style="list-style-type:lower-alpha;"><li value="5">Availability of products in stock</li></ol><p>f)&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Modern design of store</p><ol style="list-style-type:lower-alpha;"><li value="7">On-line consultant</li></ol><p style="margin-left:18.0pt;">3)&nbsp;&nbsp;&nbsp; WOW - attributes</p><ol style="list-style-type:lower-alpha;"><li>Unique goods</li><li>Advanced visibility: more photos and videos</li></ol><p>c)&nbsp;&nbsp;&nbsp;&nbsp; Customization</p><p>Thus, the online stores of household goods must to manage of functional attributes (best price, quality of goods, different variants of delivery, different variants of payment, guarantees and return capability, quality service and security, convenient and intuitive directory prompt delivery), but this is not enough to ensure the competitiveness of the store.</p><p>Of particular importance in this market has a depth of assortment and availability of unique goods. These parameters are important at the stage of consideration of alternatives.</p><p>Next in importance in the selection process are advanced system of search for necessary goods, the possibility of an online consultation as well as the large number of positive reviews from other customers.</p><p>Customization e-mail newsletter of majority of customers rated negatively. A utilitarian value of this option is less than 5% of potential customers.</p>