A Comparative Study of Factors Affecting Online and Offline Retailing Choices of Shoppers

Abstract

The rise of online retailing has resulted in a shift in customer purchasing habits. Customers may now purchase online or in-store, and the factors that influence their decisions are of interest to both businesses and researchers. This research compares the elements that influence customers' decisions between online and offline commerce, with an emphasis on convenience, pricing, product variety, social contact, and customer service. According to the findings, convenience, price, and product variety all have a major impact on customers' decisions between online and offline commerce, whereas social connection and customer service have a very minor impact. According to the report, merchants should prioritise these elements in order to attract and keep customers in both online and physical channels. This study makes a comparison of the factors affecting online and offline retailing choices of shoppers with a total sample size of 156 (78 from each category).