Exploring Factors Influencing the Adoption of Online Shopping: A Qualitative Approach

Abstract

This research explores influencing factors of online shopping adoption using a qualitative approach, providing an in-depth insight into consumer behavior. With data gathered through 25 semi-structured interviews, the authors point towards trust, convenience, technology adoption, and demographic factors as being high-priority determinants of online shopping behavior. Primary findings showed that 76% reported trust as the most significant factor, especially concerning safe and secure payment systems and protection of personal information. Ease of access, cited by 68%, is the most important motivator, considering user-friendly interfaces and speedy delivery systems. New technologies like mobile access and innovative features such as IoT benefit the shopping experience for 64% of the respondents. However, there are indeed deterrents, including low digital literacy and internet penetration in the vast rural expanses, reported by 52%. The comparisons with related work show consistency with global trends and highlight the ability of localized strategies to cope with cultural and infrastructural disparities. The study contributes to the understanding of the dynamics of online shopping and offers actionable insights for businesses and policymakers seeking to enhance e-commerce adoption.