Factors Affecting Online Buying Behavior with Technology Adapting Curve using Analytic Hierarchy Process (AHP)

Abstract

Purpose:

Many factors influence customer’s online buying behavior. The need to identify these factors and their priorities in the mind of the customer when they are purchasing online is crucial for a marketer. This paper exemplifies the priorities of these factors under the technology adaptive curve (TAC). A comparative analysis of adaptation technology in between the first two stages of TAC place in this study.

Methodology:

The Analytic Hierarchy Process (AHP) used to know consumer priorities under MCDM (Multi-CriteriaDecision Making). To get the saturated factors data total of fifty-seven studies were analyzed. To assign the weight to selected factors, a bipolar questionnaire survey was conducted. For further analysis of AHP, the expert choice software used to know the relative importance of selected factors.

Findings:

Results of AHP show that the priorities of factors that influence online shopping behavior change with respect to TAC phases. The findings of this study are helpful to managers in the case of technology adoption in the consumer market, and many others can get benefit from this.

Conclusion:

A specific segment of customers has the same behavior to adopt the technology. This study must be considered before introducing and the second phase of TAC especially in Pakistan.