Track: E-Business and E-Commerce

Abstract

Abstract— the rapid changing internet environment has formed a competitive business setting, which provides opportunities for conducting businesses online. Availability of online transaction systems enable users to buy and make payment for products and services using the internet platform. Thus, customers’ involvements in online purchasing have become an important trend. However, since the market is comprised of many different people and cultures, with diverse viewpoints, e-commerce businesses are being challenged by the reality of complex behavior of consumers. Therefore, it is vital to identify the factors that affect consumers purchasing decision through e-commerce in respective cultures and societies. In response to this claim, the purpose of this study is to explore the factors affecting customers’ purchasing decision through e-commerce (online shopping). Several factors such as trust, satisfaction, return policy, cash on delivery, after sale service, cash back warranty, business reputation, social and individual attitude, are considered. At  this stage, the factors mentioned above, which are commonly considered influencing purchasing decision through online shopping in literature, are hypothesized to measure the causal relationship within the framework.