CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the Review of Related Literature and studies from different authors of

books and internet websites. This portion presents the related literature and related studies

which are connected to this study.

RELATED LITERATURE

According to Gyaltsen and Prakasam (2018), the experiences that influence customers

to prefer physical stores include financial experience, buying experience, and in-store

experience. By running principal component analysis tool for the comparison of online and

physical stores experience, the authors found that there are three major components for each

online store as major loadings. Each part of the customer experience is important, and the

most important ones were found to be information experience, service experience, and

spending experience in online stores and financial experience, buying experience, and in-

store experience in physical stores.

Based on the study to Desmet, Bordenave, and Traynor (2018), they discovered that

in-store shopping behavior and attention to price differ between online stores and physical

stores, especially for regular buyers of the brand. Since detailed product information and

better customer service make online shopping more appealing, more people are switching

from traditional shopping to it. Online shopping has become increasingly popular among

students due to the rapid development of the internet and digital economy. The availability of

detailed product information and improved services on websites has led to a shift in consumer

behavior towards relying more on internet shopping.

 According to Garg and Kaur (2018), In an attempt to identify consumer behaviour

towards online vs. physical retail shopping, they suggested that the right strategy for efficient

buyers are still physical store selling. Despite the technology advancements and upside turn

in digital and web capabilities the consumers still want sense of touch offered by physical

stores. Shopping in stores is better for some people than shopping online because they can

feel and touch the goods and take them home right away.

According to Ramachandran and Basariya (2020), that digital technology is rapidly

expanding and it also affects different market segments. Therefore, Marketing impacts us

without our awareness. Users discuss product reviews and issues on social media today. The

manufacturer encourages user evaluations on social media to improve the product and match

customer expectations. Consumers now routinely read reviews before purchasing products.

Consumers choose low-cost perishable foods and daily necessities from local markets. Users

analyze social media reviews before purchasing expensive or one-time things.

According to Sajannavar, Dharwad and Tandele (2021), there are many reasons why

more and more people are shopping online. There are outside factors, like rising petrol costs,

that make it harder to get to traditional stores, and the hassles that come with shopping malls

and other traditional stores, that make people more interested in shopping online. Customers

can learn everything they need to know about a product by reading reviews written by people

who have already used it. People who want to buy something don't have to ask their friends

and family for advice; there are now many product reviews on the web that show what other

people who have used the product think about it. There are a lot of different kinds of things

on online shopping sites, from high-quality items to more affordable ones.

RELATED STUDIES

According to Huei Lok (2022), the factors influencing the consumers' online store

preferences between Shopee and Lazada includes customer satisfaction, information quality,

and performance expectancy can influence the consumers’ online stores preferences. These

days, many people all over the world shop online. People can quickly buy things and services

over the internet through a website or an app. People think that buying online is safer and

more convenient than going to stores to get what they need or want, which is why online

stores are working hard to grow their businesses. This is especially true since the COVID-19

outbreak. The paper focuses specifically on the comparison between Shopee and Lazada in

Malaysia and does not provide a broader analysis of online store preferences or include other

platforms.

According to Hermes et al. (2022), the effects of personality, trust, and desire to touch

a product before purchasing it on willingness to purchase and how those effects vary between

online and in-store shopping were explored. "Across both the willingness to purchase in-store

and online, a higher level of e-vendor trust is a significant, positive predictor." "Trust

Propensity, as well as the Big Five traits of Extraversion, Agreeableness, and

Conscientiousness are significantly positively related to in-store, but not online, purchase

willingness." These findings suggest that trust plays a crucial role in customers' willingness to

make purchases, regardless of the retail channel. Additionally, personality traits such as

extraversion, agreeableness, and conscientiousness are more influential in driving in-store

purchase willingness compared to online purchase willingness. These insights highlight the

importance of understanding customer preferences and tailoring experiences in both physical

and online stores to enhance customer satisfaction and drive sales.

 According to International Journal of Advanced Research in Science, Communication

and Technology (2022), a study by Treesa Antony analyses the influence of online shopping

sites on youth and how shopping sites are influencing the students in different ways by

identifying influencing factors on the online buying behavior of the youth. In today's world,

online shopping has gained immense popularity and is now an integral part of our daily

routines. This study examines the attitudes of young individuals towards online shopping,

considering that the majority of online shoppers are from this demographic. The study aims

to examine the impact of shopping websites on young individuals and the various ways in

which these platforms influence students. The study aims to investigate the factors

influencing online shopping behavior among young individuals.

According to Adriansyah and Rahman, (2022), Factors influencing students' buying

preferences in online stores include product quality, convenience, information quality, and

consumer trust. Shopping orientation and online store trust predict impulsive purchases in

students. The predicted rate of impulsive purchases is 52.9%. This means that more than half

of the impulsive purchases made by the students can be explained by their shopping

orientation and trust in online stores. The study suggests that these factors play a significant

role in influencing impulsive buying behavior among students

According to Tan et al. (2022), the authors studied the factors that may influence

impulsive buying behavior and found that customers are more likely to purchase unplanned

products due to the attritional value from the marketing activities. Shoppers are more inclined

to make purchases from a store with a pleasant ambiance. This can be achieved through

effective marketing, highly skilled employees, and promotions that evoke strong emotional

connections. These attributes most likely apply to physical stores rather than in online stores.
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Vasudev, Garg., Amrita, Kaur. (2018). Has Physical Retail Lost its Relevance in E-

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Ramachandran, S., & Basariya, S. R. (2020). Consumers’ Preference and Their Buying

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