An Empirical Study to Identify the Most Critical Elements That Influence Customer's Decisions About Whether or Not to Purchase Online vs Traditional Purchasing

Abstract

Technology's influence on the retail sector has resulted in the majority of customers preferring to purchase online rather than at traditional brick-and-mortar locations. This pattern has been on the rise over the last decade, with many large retailers combining the two approaches to maximise profits. The goal of this research is to learn how customers feel about in-store vs online purchasing, as well as to compare and contrast the two shopping methods. This research delves at why males are more likely than women to make purchases online instead of in physical places. For this reason, physical stores have an advantage when it comes to the safety of credit card transactions in shopping centers. While more and more individuals are starting to make purchases online, most still choose shopping in a real store where they can interact with the sellers and view the products before buying.