EXPLORING CUSTOMER PERCEPTIONS OF ONLINE SHOPPING: AN EMPIRICAL INVESTIGATION
Online shopping refers to the process of purchasing goods or services over the internet through various digital platforms. It involves browsing and selecting products or services from online retailers, adding them to a virtual shopping cart, and completing the transaction through secure online payment methods. Online shopping provides consumers with the convenience of shopping from anywhere at any time, without the need to visit physical stores. This empirical study focuses on exploring customer perceptions of online shopping. The main objective of the research is to evaluate consumer perceptions on online shopping in relation to website design, delivery, responsiveness, price advantage, and convenience. The study adopts a descriptive research design to provide a comprehensive understanding of customer perceptions in the online shopping context. By collecting and analyzing data on consumer profiles and their perceptions of various aspects of online shopping, this research contributes to the existing literature on consumer behavior in the digital marketplace. The findings of this study can assist online retailers and marketers in enhancing their understanding of customer preferences and developing strategies to improve the online shopping experience for consumers.
Online shopping, consumer perception, website design, responsiveness, convenience