Comprehensive Evaluation on the Influence of Retailer’s Characteristics on Online Purchasing Intention – a Thematic Review

Abstract

The way of transact between buyer and seller has been changed due to the development of Internet and socio economic activities. The interest of touring a bodily shop has been changed with the aid of on line purchasing and outlets can now effortlessly reach international markets from their local base, without the want for outlet space and warehousing. This makes market price penetrated. The vendor performs an essential role in online purchasing. This evaluation focuses on retailer’s characteristics, which influence online purchasing. The assessment will lay the foundation to perceive the gap, as well as its scope for further research. Thematic analytical approach was conducted to evaluate this study. The evaluation employs forty-three (n=43) leading and peer-reviewed conferences and indexed journals between year 2010 and 2015. Ten (n=10) sub themes were identified from the investigated variables based on their working definitions. Moderating abilities of the product and price need to be explored, though they are critical factors of online purchasing. In the context of online shopping need to explore different product category separately, since virtual products and real product doesn’t work together. Further studies need to focus more on retailer’ characteristics and their antecedents, which are not clear. Future research should explore a wider range of variables with a comprehensive integrated model.