RESULT

I. STATISTICAL DATA
In this section, we would like to represent the statistical figures through these 3 tables
below to show that the huge number of customers who use online shop platform through many
years, and the frequency of buying online. Besides, these data collectd also determine the
development of e-commerce around the world.
1. THE DEVELOPMENT OF GLOBAL ONLINE SHOPPERS

Table 1: Number of online shoppers worldwide

by year

From the data in table 1, the number of customers who use online shop platform on the
world is predicted to continuously increase, reaching 2.77 billion in the year of 2025. This thing
show a continuous development trend in the e-commerce industry globally.
However, the yearly increase in online shoppers has been slowing down. It reach at 12.3%
in 2020, and it is predicted to decline to 2.2% in the year of 2025. In 2021, the percentage of
online customers rose by 4.8% compared to the previous year, and showed a strong recovery
after the initial disruption of the pandemic, in spite of that, the growth is expected to keep going
down to 3.4% and 3.1% respectively in 2022 and 2023 before stabilizing from 2.6% to 2.2% in
the next years.
The slowing growth compared to the previous year reflects a normalization in consumer
behavior as the initial surge in online shopping decreases with the easing of pandemic
restrictions. The growth rate is likely to become more gradual and sustainable as the e-commerce
market develops.
 Despite this slowing growth rate, the overall trend suggests that the number of online
shoppers will continue to increase. By 2025, there will be about 2.77 billion online shoppers, up
11.6% from 2.48 billion in 2021. This shows that despite the rapid growth of online shopping,
traffic is decreasing but the user base will still increase.

2. THE GLOBAL E_COMMERCE SALES

Table 2: Mobile e-commerce sales worldwide from

2020 to 2025

Table 2 gives a clear view of how mobile e-commerce sales are growing around the world
from 2020 to 2025. It shows total sales in trillions of dollars and the yearly growth rate in
percentage. This table highlights the quick rise, stabilization, and eventual maturity of mobile
commerce, showing important changes in how consumers shop.
From 2020 to 2025, mobile e-commerce has seen strong growth, starting with a quick rise
and later becoming more stable. In 2020, mobile e-commerce sales jumped to $2.721 trillion,
with a remarkable growth rate of 29.2%, mainly driven by the COVID-19 pandemic. The
pandemic accelerated digital shopping habits as lockdowns limited physical store access,
introducing many to mobile commerce and setting the stage for sustained reliance on mobile
shopping. By 2021, sales grew to $3.203 trillion, though the growth rate slowed to 17.7% as
physical shopping returned. However, the continued rise in sales shows that consumers see
shopping on mobile devices as a regular choice, making it an important part of the retail industry.
In 2022, sales climbed further to $3.643 trillion with a growth rate of 13.7%, showing a
steady integration of mobile shopping into daily consumer behavior. By 2023, sales reached
$4.089 trillion, with a growth rate of 12.3%, signaling that mobile commerce had reached a
mature phase where both consumers and businesses had fully adapted.

3. THE FREQUENCY OF CONSUMERS BUY ONLINE

Table 3: The times of consumers buy online products or

services.

The data shows how often people shop online and shows different habits and likes among
consumers. Weekly shoppers, who make up 20% of online buyers, are probably active shoppers
who buy things like groceries and household supplies. Their shopping habits show they
appreciate convenience and often look for online discounts on items they buy regularly.
The second-largest group of online shoppers, which is 24%, buys things every two weeks.
They balance their shopping between online and in-store, likely buying regular essentials or
special items that are easier to find online. The largest segment, at 31%, shops once a month.
These consumers probably make planned purchases or bulk orders for items with longer usage
cycles, such as electronics or clothing. This frequency suggests a tendency to wait for monthly
deals or strategically budget purchases.
Only 10% of shoppers buy online once every three months, indicating that they prefer
occasional purchases for specific needs, such as seasonal products. This group may not rely
heavily on online shopping, opting for unique items.Finally, 15% of consumers shop around 3-4
times every three months. They may shop online for special occasions or one-time needs.
All in all, this shows that each person has different online shopping habits, based on their
lifestyles and what they are finding. Some people do online shoping every week because of the
convenience, while others prefer to shop less often, in a more planned or occasional way.

II. THE STUDY OF ONLINE CONSUMER BEHAVIOR

 1. A Comprehensive Framework for Analyzing Online Consumer Behavior.
The rise of the Internet has led to growing interest in consumer-driven e-commerce,
focusing on what influences online shopping behaviour. Early research explored how consumers
adopt online shopping, especially the factors behind their decision to buy online. However,
businesses now realize that attracting customers is just the first step. Building strong, loyal
customer relationships is key to long-term success, making the study of consumer behavior,
especially repeat purchases, more crucial than ever.
1.1 A Framework for Online Consumer Behavior
Our analysis indicates that the study of online consumer behavior remains fragmented.
For instance, researchers like Goldsmith (2000) and Limayem et al. (2000) identified personal
innovativeness as a significant personality trait influencing consumer intention to purchase
online. Chau et al. (2000) explored how factors such as the presentation mode, search engines,
and product navigation structure affect the adoption of Internet shopping. Jarvenpaa et al. (2000)
determined that trust in an online store is a key factor influencing online purchasing behavior.
Finally, Lee (1999) highlighted the importance of repeat purchases, saying that trust and
satisfaction are the main reasons why customers keep buying. To better understand what affects
online shopping habits, we suggest a clear framework to help future research in this area. After
reviewing the existing literature, we identified five critical areas: individual/consumer
characteristics, environmental factors, product/service attributes, medium characteristics, and the
characteristics of online merchants and intermediaries.
1.2 Individual/Consumer Characteristics
The influence of individual/consumer traits on the adoption of information systems and
technology (IS/IT) has been a prominent focus in IS research (Zmud, 1979). In this study,
individual/consumer characteristics encompass factors unique to the consumer, such as
demographics, personality traits, values, lifestyle, attitudes, and available resources. It also
includes psychological factors such as mood, satisfaction and trust as well as behavioral
characteristics such as information seeking, accessing location, time using and frequency.
Furthermore, customer motivation and previous experience are important factors.
1.3 Environmental Influences
Marketing researchers, including Engel et al. (2001), argue that environmental factors
such as culture, social influence, peer pressure, and mass media significantly impact consumer
purchasing choices. We consider these factors to be equally important in understanding online
consumer behavior and have thus incorporated them into our framework.
1.4 Product/Service Characteristics
According to Jarvenpaa and Todd (1996), consumers’ perceptions are primarily shaped by
three factors: price, quality, and product type. In the proposed breakdown, product or service
characteristics mainly encompass information about the product, type of product, purchase
frequency, tangibility, differentiation, and pricing.

III. ONLINE CONSUMER PURCHASE INTENSTION, ADOPTION AND

CONTINUANCE
4. Consumer Online Purchase Intention
Drawing on the theory of reasoned action and related frameworks, research suggests that
attitude, subjective norms, and perceived behavioral control are key determinants of consumers'
intentions to make online purchases . Similarly, concepts from the Technology Acceptance
Model (TAM), particularly perceived ease of use and perceived usefulness, have garnered
substantial attention in this context .
Trust and perceived risk have also been extensively studied in relation to online purchase
intentions. More recent studies have concentrated on the process of trust development in online
shopping. Regarding product or service characteristics, key research topics include product type
and price. For example, Sohn (1999) argued that products such as CDs, books, or canned foods,
which do not require physical inspection, are more easily sold online. Additionally, brand
reputation and service quality also play significant roles in influencing consumers’ online
purchase intentions.
4.1 Consumer Online Purchase (Adoption)
In studying consumer online purchase intentions, researchers have widely applied
attitudinal theories, focusing on factors such as intention, Opinion, social pressure, sense of
control, how easy something is to use, and how helpful it seems. Numerous empirical studies
have also examined various influences on consumers’ online purchasing behavior. Unlike
research on purchase intention, studies of actual consumer online purchases are more
fragmented, covering five broad areas. For instance, demographic factors—including age,
gender, income, and education—are commonly examined in the context of online buying
behavior. In terms of website features, studies investigate elements like navigation, interface
design, security, accessibility, social presence, and shopping aids. Research on merchant and
intermediary characteristics often focuses on privacy, security protections, and brand reputation,
which are important for encouraging consumer online purchase adoption.
4.2 Consumer Online Repurchase (Continuance)
Research on consumer online repurchasing is still emerging, with Bhattacherjee’s (2001a)
study being one of the earliest efforts to explain this behavior. His model, based on expectation-
confirmation theory (ECT), identified satisfaction, confirmation, and loyalty incentives as key
factors influencing consumers' decisions to repurchase online. Our review of existing literature
shows that studies on online repurchase behavior have largely focused on psychological factors,
particularly examining the roles of trust and satisfaction in e-commerce. However, few studies
have explored how product or service attributes, website features, or characteristics of merchants
and intermediaries impact repurchasing behavior. One such study, by Liang and Lai (2002),
looked at how aspects of web design, including navigation, security, search functions, and
shopping aids, affect repurchase decisions. Likewise, Gefen and Devine (2001) investigated
merchant-related factors by examining how service quality, using the SERVQUAL model,
influences consumers’ intentions to continue purchasing online.

REFERENCES
Naveen Kumar, https://www.demandsage.com/online-shopping-statistics/
Cheung, C., Zhu, L., Kwong, T., Chan, G., & Limayem, M. (2017). Online consumer behavior: A
review and agenda for future research. Internet Research, 27(3), 356-377. doi:10.1108/IntR-10-
2016-0292