INCREASING ONLINE BUYING INTENTION-ADULT PSHYCOLOGY BASED

S.UDHAYAKUMAR Final year M.E., (CSE) P.VIJAYARAGHAVAN, M.E,(PhD) Assistant professor

AARUPADAI VEEDU INSTITUTE OF TECHNOLOGY Ph: 9994513846, udhayunited@gmail.com ABSTRACT: On-line commerce through Internet is gaining attention from students today. The aim of this research is to study the factors influencing students buying intention through internet shopping. Several factors such as usefulness, ease of use, compatibility, privacy, security, normativebeliefs and attitude that influence students buying intention were analyzed. Others factors such as: compatibility, privacy, security, normative beliefs and self-efficacy are utilized in this project. It analyzes factors influencing consumers online purchasing behaviors. INTRODUCTION: Over the years the evolution of the Internet as a marketing medium has become a global phenomenon. The rise in the number of households possessing computers and the ease of Internet access has led to this widespread acceptance of ecommerce Electronic commerce has become one of the essential characteristics in the Internet era.The process consists of five steps similar to those associated with traditional shopping behavior. In the typical online shopping process, when potential consumers recognize a need for some merchandise or service, they go to the Internet and search for need-related information. However, rather than searching actively, at times potential consumers are attracted by information about products or services associated with the felt need. They then evaluate alternatives and choose the one that best fits their criteria for meeting the felt need. Finally, a transaction is conducted and post-sales services provided. Online shopping attitude refers to consumers psychological state in terms of making purchases on the Internet. The use of Internet technology for purchase transactions is affected by risks associated with such transactions. For example, lack of physical interaction between buyer and the product induces an element of uncertainty in the mind of consumer about expected performance of the product purchased. LITERATURE REVIEW: Scholars studies on the influencing factors of consumers online purchasing are mainly divided into two aspects. One is to directly use theories or methods, but not the TAM model. The other is based on the TAM model and its derived model to study the influencing factors of consumers online shopping. Korgaokar (1999) studies the demographic variables of consumers and results show that age, gender, geographic distribution, income, family, and work can affect consumers online purchasing behaviors (Korgaokar & Wolin). Bellman (1999) studies online consumers and finds that rich products information can affect the online shopping (Bellman, Lohse G & Johnson E., 1999). From the angle of website technology, Swami Nathan studies the factors that influence consumers online purchasing based on characteristics of consumers, and results show that the competitive price and the quick cancel of orders are the key for consumers online purchasing Based on the TAM model, Lin & Lu (2001) performs an empirical study on 139

online consumers, from the angle of website quality affecting consumers online purchasing intention, and results show that the quality of website influences the effects of TAM models main variables PEOU and PU on the purchasing attitudes and intentions. introduces the theory of Flow based on the theoretical frame TAM, and performs an empirical research on 300 consumers from certain online purchasing website. And results show that the pleasure and the utility of online purchasing have a great effect on the purchasing intention of consumers. Currently, Chinese scholars start to pay attention to consumers online purchasing behaviors. But related systematic studies are quite few. And the online retail, as a brandnew modern commercial mode in China, deserves more researches. As a result, studies on consumers online purchasing behaviors are far from a complete theoretical system. Lijun Wu (2001) studies the subject according to the theory of consumer behavior and concludes that two main factors influence online purchasing, respectively external and internal factors. And the internal factors include gender, age, education, and economic condition. The external factors include infrastructure of network, reliability of trading, and prices and quality of products (Lijun Wu, 2001). Xixi Wang (2001) builds a conceptual analysis model for influencing factors of online purchasing and performs an empirical analysis based on data of GVU online survey. This research emphasizes the influences of four factors on consumers online purchasing activities, including demographic factor, characteristics of online consumers, features of transactions, and characteristics of online retailers.

INFLUENCING FACTORS OF ONLINE CONSUMERS: Psychology Factor: Psychological factors include motivation, perception, learning, personality and attitude. Motivation consists of needs that provide motives for consumer behavior. Perception is a foundation for forming beliefs as different perceptions may lead to different beliefs towards an object. Learning refers to stimuli, drives and responses. Personality is a persons distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her environment. As to attitude, it pertains to a persons tendency toward an object or an idea and his/her value evaluations and feelings about something. Security & Privacy: Given the lack of ability to inspect merchandise before purchase, consumers are at higher risk of fraud on the part of the merchant than in a physical store. Merchants also risk fraudulent purchases using stolen credit cards or fraudulent repudiation of the online purchase. With a warehouse instead of a retail storefront, merchants face less risk from physical theft. Secure Sockets Layer (SSL) encryption has generally solved the problem of credit card numbers being intercepted in transit between the consumer and the merchant. Identity theft is still a concern for consumers when hackers break into a merchant's web site and steal names, addresses and credit card numbers. A number of high-profile break-ins in the 2000s has prompted some U.S. states to require disclosure to consumers when this happens. Computer security has thus become a major concern for merchants and e-commerce service providers, who deploy countermeasures such as firewalls and antivirus software to protect their networks. Phishing is another danger, where consumers are fooled into thinking they are

dealing with a reputable retailer, when they have actually been manipulated into feeding private information to a system operated by a malicious party. Denial of service attacks are a minor risk for merchants, as are server and network outages. Quality seals can be placed on the Shop web page if it has undergone an independent assessment and meets all requirements of the company issuing the seal. The purpose of these seals is to increase the confidence of the online shoppers; the existence of many different seals, or seals unfamiliar to consumers, may foil this effort to a certain extent. A number of resources offer advice on how consumers can protect themselves when using online retailer services. These include: Sticking with known stores, or attempting to find independent consumer reviews of their experiences; also ensuring that there is comprehensive contact information on the website before using the service, and noting if the retailer has enrolled in industry oversight programs such 25as trust mark or trust seal.Before buying from a new company, evaluate the website by considering issues such as: the professionalism and user-friendliness of the site; whether or not the company lists a telephone number and/or street address along with e-contact information; whether a fair and reasonable refund and return policy is clearly stated; and whether there are hidden price inflators, such as excessive shipping and handling charges. Ensuring that the retailer has an acceptable privacy policy posted. For example note if the retailer does not explicitly state that it will not share private information with others without consent. Ensuring that the vendor address is protected with SSL (see above) when entering credit card information. If it does the address on the credit card information entry screen will start with "HTTPS".

Using strong passwords, without personal information. Another option is a "pass phrase," which might be something along the lines: "I shop 4 good a buy!!" These are difficult to hack, and provides a variety of upper, lower, and special characters and could be site specific and easy to remember. Although the benefits of online shopping are considerable, when the process goes poorly it can create a thorny situation. A few problems that shoppers potentially face include identity theft, faulty products, and the accumulation of spyware. Whenever you purchase a product, you are going to be required to put in your credit card information and billing/shipping address. If the website is not secure a customers information can be accessible to anyone who knows how to obtain it. Most large online corporations are inventing new ways to make fraud more difficult, however, the criminals are constantly responding to these developments with new ways to manipulate the system. Even though these efforts are making it easier to protect yourself online, it is a constant fight to maintain the lead. It is advisable to be aware of the most current technology and scams out there to fully protect yourself and your finances. One of the hardest areas to deal with in online shopping is the delivery of the products. Most companies offer shipping insurance in case the product is lost or damaged; however, if the buyer opts not to purchase insurance on their products, they are generally out of luck. Some shipping companies will offer refunds or compensation for the damage, but it is up to their discretion if this will happen. It is important to realize that once the product leaves the hands of the seller, they have no responsibility (provided the product is what the buyer ordered and is in the specified condition). .

PSYCHOLOGY FACTORS THAT INFLUENCE BUYING: Popularity- Most people know that popular items sell, but not many people know why. Generally, people want what other people have. Therefore, if you make your products appear popular, more people will want to buy it in order to fit in. Affinity- People want to emulate the habits of people they like. This is a crucial factor in buying because it deals with social acceptance. Online marketing can easily help to show that friends like a product. Outlets such as Facebook, Twitter, and Google+ allow people to show which products they support. So creating a presence on these sites will let more customers see that their friends like, follow, or +1 you. Authority- Authority deals with the opinions of experts. People are more likely to trust experts when it comes to purchases. This is where forums and feedback can help you. Encourage prominent people in your field to leave comments and suggestions. Scarcity- It has always been known that people want what they can't have it. It is also true that people don't want other people to have what they have. You can tap into this

need for scarcity by creating limited amounts of items or special time frames. Limited time pricing, limited edition items, or "one-of-a-kind" items will fly off the online shelves. ConsistencyCustomers feel psychologically bound to act in ordiance with past behaviors, especially if other people know about this behavior. People who "like" your page on Facebook are more likely to continue purchasing because they openly support you. You can use special Facebook promotions to bring fans in, then reep the benefits of their loyalty. ReciprocityYour customers want something in return for their loyalty, support, and money. Loyalty programs, exclusive offers for frequent buyers, and verbal acknowledgement will help customers feel like they are getting something back from you. CONCLUSION: While a large number of consumers in the US and Europe frequently shop on the Internet, research on what drives consumers to shop online has typically been fragmented. In this paper, we therefore propose a framework to increase researchers understanding of consumers attitude toward online shopping and their intention to shop on the Internet. Our review shows that attitude toward online shopping and intention to shop online are not only affected by ease of use, usefulness, and enjoyment, but also by exogenous factors like consumer traits, situational factors, product characteristics, previous online shopping experiences, and trust in online shopping. REFERENCES: [1]Aioa, O., Cass, Tino, Feneeh, (2005). Literature derived reference models for the adoption of online shopping. [2]Information & Management, No.42. p543-559. Bao, Gongmin, & Cheng, Hua,

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