There are fourteen researches which emphasized on the distinctive
features. It can be explained as a set of prominent buyer’s characteristics
which may affect their shopping through the internet conduct and reaction,
which include their knowledge about the usage of the internet, their
requirements and the cultural values. Li and colleagues performed a research in
1999 in which they explain that the people who make online shopping are more likely
to have a comfort gaining behavior then having the involvement in shopping.
These buyers give priority to the comfort when they shop through the internet
because they are time saving and did not feel guilty if they could not see the
required service because in this way they can save their time. Prospective
buyers often avert from online trading because they more sensible and require
security of their money. But the known risks can be removed by having a massive
knowledge of using the internet and other related activities. Another research carried by Bellman and
colleges suggest that people who are more familiar with the usage of computer
do more shopping through the internet. These people daily use the internet for
different activist including messaging, mails, getting information what is
HAPPENING AROUND THEM and also to get relax and comfort. As these people use the internet many times a
day so it initiates them to shop online. Other aspects which affect the buyers
conduct and willingness to trade through the internet include the ethnic
values, requirements, service involved, temperament of trust, the level up to which
they share the ideas and knowledge with each other, their passion to use the
new technologies and their ability to disburse money for the product they
require.
Characteristics of the facilities that a buyer need. There were sixteen researches out of 35 which
work on the association of the attributes of the services and other aspects.
The attributes of the facilities mention the features of the online shopping
sites, the items they have placed for customers and the facilities they provide
for the online trading. The different aspects involved in the factual studies
include the reliance of a shop or a store, the status of the shop, the size of
the shop, authenticity, the number of shops available on the internet,
affirmation of the store which includes different facilities such warranty
claim etc, and the use of recommendations. The attributes of the services
that effect the mood of the buyer to shop online include, 1 diversity of the
product, 2 the standard of the service or vendor, 3 the convenient of the item,
4 price of the product, 5 the moral values, 6 the need of the service, 7 dependency
of the vendor, 8 probability of specific products, 9 and the marquee of the product.
