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Online shopping behavior: an empirical study of the factors affecting online shopping attitude

P. 355-366.

Over the past few decades, the Internet has developed into a vast global market with 24 hour availability. The growing Internet penetration rate, the increasing number of internet-enabled devices and the ever-increasing use of the Internet have provided prospects for eCommerce. The usage of the Internet for selling and purchasing has changed buyer-sellers relationshiP. 94% respondents from Russia shop on-line at least once a year [Internet shoppers’ expectations..., 2014]. Nowadays, developing countries are the main reason for the greatest increase of online shoppers. Growing number of online purchases explains the importance of studies in this sphere. An effective online shopping strategy should revolve around understanding the behavior of consumers along with their attitudes because of active participation of consumers in the value creation process.

The purpose of the study is to examine attitudes of Russian consumers toward online shopping. Based on the conducted literature review, a conceptual model of determinants of attitudes toward online shopping was developed and empirically tested. This study posits that attitudes of young consumers from Nizhny Novgorod toward online shopping are mainly influenced by convenience, perceived risk, marketing factors, personality traits, and the ability to compare.