An Empirical Investigation Aimed at Identifying the Key Factors That Impact Customers' Decision-making Processes About the Choice Between Online and Traditional Purchasing Methods

Abstract

As a consequence of technology's impact on the retail industry, the vast majority of shoppers now choose online stores over their more conventional counterparts. In order to optimise earnings, several major retailers have adopted this strategy throughout the last decade. The study's overarching objective is to compare and contrast traditional storefront shopping with its digital counterpart and to ascertain clients' preferences across the two channels. This study investigates the reasons men are more likely than women to prefer shopping online. As a result, the security of credit card transactions at malls is enhanced by brick-and-mortar establishments. While more and more consumers are beginning to make purchases online, most still favour shopping in a physical store where they can connect with the vendors and inspect the items before purchasing.