Online and Offline Shopping Analysis

2.1 Online and Offline Shopping Analysis

The number of people who use the internet to shop is growing every day. Thus, it became a critical issue for the retailers to find out why customers buy products online instead of offline. Digital marketing has the most significant impact on consumer conduct according to Ye et al., (2012). The technology has changed the way in which consumers obtain information. Most of the businesses have shifted themselves from traditional physical form to online context (Cockayne, 2016). By determined to improve customer confidence, e commerce businesses can strengthen their online purchasing intentions. . In addition, ecommerce companies could use the presumed significance of reducing their risk for online purchasing to put efforts to reduce their perceived risk (Xu Priour, et al., 2014). Degeratu, et al. (2000) it indicated that brand names are more relevant online than in the conventional retail environment in certain categories, but that may rely on the information given in attributes. The website has different physical characteristics (Wang et al., 2013). For instance, the lack of expertise in analysing a tangible object on an online platform. Previous surveys have shown that the goods that buyers find they need to contact or experience are items that require the involvement or at least purchasing of offline platforms (Kumar, V., and Dange, U, 2012).

2.2 Online Purchase Intention

The intention to purchase is a process to acquire a product within a certain period of time (Hair, 2011). Intended purchases occur when a consumer plans in future to buy a product or service.  Within the background of e commerce, the intention of online purchases can be described as a situation in which an individual needs to purchase a product through the website (Asshidin, N. H., Abidin, N., & Borhan, H. B, 2016). The intention is an indicator consideration for possible action possibilities. Consumers have the option to shop via the Internet with the purpose of online shopping (Le Hoang, 2020) .

 According to Rodriguez and Fernandez (2017) Businesses have to comply with consumers demands in terms of their requirements to escalate buying intentions. Online buying is a key predictor of a real purchasing decision. It is used to achieve the actual purchase objective. There are various segments in the cosmetic industry: skincare, hair care, fragrances and personal hygien (Majid et al., 2015). As customers spend high amounts on cosmetic products, the demand for cosmetics products has increased from the last few years. A competitive market is the cosmetic industry. In physical stores and online, customers can buy their requested cosmetic products (Liu , et al., 2013).

Intention to purchase refers to a plan for a specific product to be purchased within a certain period of time. In addition, consumer buying intentions are influenced by the objective of buying from e base companies. If consumers know e commerce companies, it is more likely that consumers will buy the product online (Chiou et al. 2017). To enhance the intention to buy online, companies need to understand the needs, the walls and the demands of consumers. The main predictor for actual purchases is online purchasing intention. As per Raza et al. (2014), purchasing intention means that the buyer must enter into a deal with the vendor, a requirement that applies to the customer and the seller. Lu Wang Cheng. Wang Cheng. (2001) conducted a study examining the customers intention to buy the goods while online. Often, there are three factors that impact customers when they purchase online or go offline in their research. There are the features of the usability of the shopping places, the type and features of the items and their real costs. The study found that the customers intention of purchasing or not was based on accessibility and convenience of the shopping sites. If a consumer has difficulty buying online, the customer switches to offline buying and has difficulty with offline buying, then he or she goes to online shopping After all the shopping media, shoppers agree that online retail makes them more comfortable and offers shoppers more pleasure with purchasing on the Internet.

2.3 Trust

Trust is obviously important in the context of strengthening relationships; nevertheless, it remains a difficult concept. Researchers do not seem to agree on the understanding of trust. This was clarified to clarify the discrepancies in different circumstances (Wen, I., 2009). Trust is one of the essential factors that affect the desire of customers to shop online. One of the key reasons why customers cannot buy online was the lack of confidence. If trust is not developed, there will not be online transactions. Customer confidence for online sellers is therefore the foundation for online shopping, particularly for those who provide consumers with brand confidence. Trust plays an important role in online shopping because, in the online world, customer understanding of threats is enhanced in purchases when consumers are not in direct communication with vendors and the commodity they wish to purchase.  Trust is one of the most critical aspects. The faith plays a key role in online shopping by customers of retailers, websites or domains (e.g. user assessments of domains or vendors trustworthiness). The lack of belief has a detrimental effect on the intention to shop online. Thus, if customers think the platform or seller of a product is not trusted, customers would not like online shopping (Li, Kim, & Park, 2007; Ling, Chai, & Piew, 2010; Ling, Piew, Daud, Keoy, & Hassan, 2011; Thamizhvanan & Xavier, 2013; Yoon, 2002) In comparison, the correlation between online customer purchasing intentions and consumers trust status or inclination to trust is not found by (Akar and Nasir, 2015) .

As per Wang, S. L. A. (2002) less trust is cited as a major target for customers not to order online. Trust must then be applied in the online community to ensuring that it is accomplished in the virtual world. In reality, a number of researchers referred to trust as a significant predictor for Business to consumer shopping. Palmer, Bailey and Faraj (2000) also provided substantial support, believing that consumer trust is a core aspect in B2C e commerce. Empirical confirmation of the relationship between trust and buying intention is derived from Jarvenpaa and Tractinsky (2003). Finally, the strong link between trust and the buying intention was demonstrated. Likewise, Gefen (2000) has demonstrated that confidence is a valuable method for the acceptance of online enterprise. In addition, if the web merchant will try to encourage the customer to buy on the stores website, among other comments, to gain his / her confidence, more customers will be drawn to the online shop (Jarvenpaa & Tractinsky, 2015)  and increase profits through online business operations (Pavlou , 2003; Gefen & Straub, 2000). The formation of consumer interest in the web store is a basic prerequisite for the development of B2C e commerce. It depends on the opinion of the user whether or not they trust a specific website and its services and goods. The impact of online shopping therefore also depends on whether or not they have interest in a given site. People in their life and opinions are varied, people have faith in online companies and people are scared of online business. Calvo & Pradeep K.Chintagunta (2010) many online information seekers studied in their empiric analysis in Finland might opt to quit online shopping until the end of the transaction. The potential cause behind it is profoundly ingrained into Internet based confidence findings. The report looked at e commerce histories. Confidentiality and compliance issues, how customers select their shopping platforms. This study indicates the accuracy, validity and utility of the method as well as ease of use, when considering the purpose of action, the first imprint of the online seller is significant. Kuan, Pin Chaing & Ruby Roy Dholakia. (20030 examine the effect on customer clothes shopping intentions via the website or the multichannel marketplace of customer optimism and perceived interest in the internet. A total of 261 American students. The largest. The University of Midwestern carried out a paper sample of usable responses. It was based on structural equations model based. They concluded that consumer trust in an online store was a major factor in the perceived interest and ability to search through an Internet retailer for product knowledge. The quest for product specifics through the online store and assumed Internet optimism have been strong and significant foreshadows of consumer behavior. The results of this study reveal that retailer uses internet channels to provide seamless offerings through its diverse networks as part of a multi channel business approach (Bringula, 2016).

2.4 Perceived Risk

Perceived risks refers to the moral expense associated with the customers buying actions, which is a kind of confusion about the future. This uncertainty will have a significant effect on consumer buying decisions. Consumers may be concerned either with the illegal exposure of personal or financial details depending on the fact that network security is highly unreliable. It could affect your shopping plans online. In the last four decades, consumer perceived risks have been examined as the focus (Mitchell, 1999). A variety of recent study efforts focusing on traditionally five dimensions such as financial risk, product risk, risk on the psychological side, social risk and time risk. The growth of new commerce, the Internet, however, allows experts to speak more deeply about risk and to find ways to remove or minimize danger. Over the last decades, the perceived danger has also been regarded as a major factor of e shopping adoption by customers and the economic risk, effectiveness risk, psychology and time risk of online retail hazards can be categorized (Forsythe & Shi, 2003; Huang et al., 2014). Consumer risks can emerge from the purchasing of goods online by consumers, and the risk including financial and product risks.  The expected risk affects the decision to purchase online adversely (Chen, 2008). A research was performed in Malaysia by Suki and Suki (2007) they said that, the Malaysian consumer of online shopping has a perception of risk involvement in purchasing, and their risk is often linked to privacy and security. This would include the safety and confidentiality of the customers ’ personal information, the transfer of funds of online shopping, the quality of products and the ambiguity on whether the item will actually achieve the customer or not. Increasing perceived risk for online consumers is likely to decrease purchasing intent. Consumers are afraid to upload information on the internet, as they believe that any unauthorized user may exploit their private information. Another landmark research carried out by (Ashoer, 2016) on “The effect of perceived risks on the decision to purchase consumer goods in Indonesia” . In which he explored five aspects of risk and he concluded that there is a significant and direct impact of perceived risk on purchase intention of customer.

2.5 Shopping Enjoyment

Excitement is defined as a high degree of pleasure and enhancement of a healthy mental environment (Russell, 1980). Excitation may also be strongly associated with the happiness of market results (Dawson, 1990). As per Lotz, Eastlick and Shim (1999), the energy that was perceived to be the main feeling that draws shoppers to a shopping mall is energy. Similarly, buyers are much more likely to buy a product because retail on the internet is much more fun (Monsuwe, Delleart and Ruyter, 2004 Consumers often equate shopping with satisfaction and enjoyment that they assume to be a pleasant experience for them, whether online or offline. Enjoyment is defined as how fun and enjoyable online shopping is (Chiu, Chang, and Cheng & Fang 2009). Today, shoppers appear in the early 1990s to be more exciting than shoppers (Nicholls, Li, Kranendonk and Roslow, 2002). Clothing shopping is pleasant, leisure, relaxing, amusement or enjoyment for many customers. During offline shopping, shoppers associate fun and relaxation with their families or friends in a shopping Centre environment. Study by Dennis (2002) shows it would be more fun to buy offline than online as customers see it. Hunter (2006) indicated that retailers would improve their pleasant experience in their shopping center by providing an exciting and fun atmosphere. The study of Millan and Howard (2007) has brought Hungarian shoppers to shopping malls for functional and experiential purposes. Several retail is viewed as a recreation activities, along with someone who wanted to look at retail. The satisfaction of shopping for consumers who plan to shop in offline shops is higher than shoppers, who feel comfortable buying from the internet, was suggested by Rajamma, Paswan and Ganesh, (2007).

Consumers tend to search for more, to engage in more unplanned purchases, and to search for more stimulating goods in the shopping environment as they feel comfortable and excited (Monsuwe, Delleart and Ruyter, 2004). When the consumer associates excitement with an improvement in the e tailer, the customers willingness to return should rise; as the psychological cost decreases, the online shopping experience would be more pleasant and therefore generate interest (Jayawardhena and Wright 2009). Research by Jayawardhena and Wright (2009) has shown that the appraisal of the e tailing world encourages consumers to appreciate shopping experiences; they have also observed that a good word of mouth would be generated if it is strongly affected by the enthusiasm. M. M., Akrush, M. N., Al Debei, & Ashouri, M. I. (2015) noted that the desire to re purchase online is strongly influenced by both the enjoyment of shopping and perceived usefulness website. Lee and Lin (2005) found on the opposite side of the continuum that shopping enjoyment can improve the intent of new customers, but does not affect the return of customers.

2.6 Website Design

For any online shop, the quality of website design is very critical to attract potential customers. The design of the website represents the arrangement of the contents on the website. Overall customer loyalty and quality of service are significantly influenced by architecture. Design has a positive effect on the decision to buy (Ganguly, Dash, Cyr, and Head, 2010).  In reality, well designed websites and useful knowledge shown will make online purchases simpler. Analysis has shown that well developed content and website features aim to improve customer loyalty and thus encourage sales (Hausman and Siekpe 2009). The website demonstrates how information is organised on the net, as seen by Ranganathan and Ganapati (2002). It mostly represents the websites arrangement of content. It then shows how the website integrates information, such as hierarchical, network, and so on. Furthermore, Huizingh (2000) defined the content of the website as the building and access for visitors of resources, functions or services. There is more content in the Internet than other sites and the amount of information presented is also viewed as an indicator of the e commerce activity of the company (Yoon, 2000; Okazaki & Rivas, 2002).  The design of a website depends on how the website holds content. It mainly deals with the content on the website, the visual appeal quality of the site, the ease of access and the time needed for searching to improve usability. In addition, the amount of information provided on the website affects price comparisons and consumer value (Shankar, Rangaswamy & Pusateri, 2011). As consumers encounter online shopping more value, they prefer to trust a specific web store. As a consequence, the amount, consistency and relevance of the information given can increase the confidence in the web store (Urban, Sultan & Qualls, 2000). Moreover, quality of website, color selection also matters in online purchasing. The appealing and attractive website design attracts customers to buy more online. (Ahmed, 2015) suggested that, consumer intention to buy increase when quality and design of web attracts them. Moreover, he claims that well web design reduces the time to order placement and information that a user searching for. It includes the time of order, menu, search option sitemap, and optimized images.

2.7 Subjective norms

The subjective norm reflects the presumed acceptable standards of such activities for specific  classes or individuals (Ajzen, I.; Albarracín, 2007) Ajzan&Driver (2010) defined subjective norms as the perceived burden exerted on the actions of respondents by others such as the neighbour, colleagues, friends, and others who conduct the behavior of interest. Subjective norms are the perception of certain individuals who feel that the actions in question should or should not be carried out. Khalil and Michael, (2008), stated friends, families and colleagues have a strong impact on people to shop online as arbitrary criteria. Previous experiments have found that a positive association exists between subjective norms and intentions (LIM et al., 2012). Lin (2007) argues with respect to online retail that subjective norms represent customer views of the effect of the comparison category on online shopping. Supanat (2012) has also demonstrated that subjective norms are meant to use e commerce substantially but have a limited impact on other varieties. A report conducted by Nguyen et al, (2020) on the impacts of online shopping behavior, subjective norms and regulation beliefs on intentional online shopping: a test of anticipated action theory.  They concluded that in online shopping intentions subjective norms plays and significant role. However, attitude and controls beliefs had a negative impact.  The relationship between attitude, the subjective norm, and accessibility on the Website on the consumers intentions to purchase Online, is another survey conducted by (Hasbullah et al., 2016). A basic random sampling methodology was modified to administer questionnaires to 300 Malaysian youth respondents. A total of 253 surveys were compiled and found to be valuable. The data was evaluated using numerous statistical analyses: demographic profile, descriptive analysis, analysis of reliability, correlation testing, and regression testing. The outcome shows that the mindset, subjective norm and the use of the website were strongly linked to young people in online purchase intentions. The research held by Wang, Chen, Chang, and Yang, (2007) explores online purchasing intentions of consumers and subjective norms. A separately derived survey was conducted by 92 online users and 134 non online users. The attitude of consumers towards online shopping, particularly their belief in subjective was found to have a major impact on their shopping behavior with structural equation modelling. Furthermore, the effect of these restrictions on their shopping intentions was greater than that of customers on the Internet, although arbitrary quality preferences had little impact on their shopping intentions

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