Factors influencing customers' decision to buy in online stores

This article explores the factors influencing customers' decision to buy in online stores. The literature analysis showed that previous studies related to the factors influencing the decision of customers to buy in online stores focused on risk perception, online shopping features, price, convenience, online customer loyalty programs and online accessibility. Qualitative research – in-depth interviews were used by incorporating participants from a broad spectrum of online shopping categories (universal shop, food and beverage, clothing, consumer electronics, personal care and beauty, digital services). The research questions were related to the purpose of the research. The authors seek to clarify which factors of online stores influence the purchase decision. The study results showed more in-depth characteristics of online shopping and discovered the link between online shopping and consumer intentions. After the research, product categories mainly focused on e-commerce, factors leading a consumer to make a repeated purchase in an online shop, and factors encouraging consumers to shop online in the future were defined.