The spread of technological developments in all areas of our lives makes our daily routines faster and more effective. We no longer have to physically go to a store to meet our needs. Thanks to online shopping, we can easily obtain the products we want. This situation provides great convenience. Because the wide range of products makes it more possible to find an option to meet all kinds of needs. With the recent efforts of online shopping sites to become “super apps”, we can find products in many different categories such as grocery shopping, electronic products, clothing and many more on the same platform. This helps us avoid both physical and mental fatigue and saves time. We can now meet all these needs with a few clicks.
Another advantage offered by online shopping applications and sites is the big discounts. These discounts make consumers more cognitively satisfied and the feeling of a discount or a freebie can release hormones of happiness and pleasure. This, in turn, leads consumers to have positive feelings towards online shopping brands that offer such innovations and deals. It creates emotional bonds such as loyalty and commitment.
Consumers often try to find the best price by comparing prices from various sellers. In addition, online shopping sites often offer discounts and campaigns. Again, the comment section on online shopping sites allows people to access other people’s experiences. This allows consumers to learn more about the product before they buy. In a sense, it is a critical detail for online brands to give importance to the comment section on their sites and applications in terms of user experience. Especially in terms of both design and the way comments are presented, it is extremely important that the comment section appeals to the emotions of consumers. Considering that both positive and negative comments will be made here, the brand may need to work on the comment section.
When we examine consumers’ online shopping behavior emotionally;
For many people, shopping is a pleasant activity. Online shopping can increase this pleasure as it offers consumers the opportunity to shop while sitting comfortably at home. Buying a new product or finding a desired item can give people a sense of satisfaction. Online shopping can provide this satisfaction quickly. Online shopping gives consumers freedom of choice and a sense of control. Consumers have more control over finding the products they want at the time and price range they want. Every emotion that people feel towards the brand can increase brand loyalty.
Reference: Psychologist Merve Altındağ
Uygun, M., Özçifçi, V., & Divanoğlu, S. U. (2011). Tüketicilerin online alışveriş davranışını etkileyen faktörler. Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 373-385.
DANIŞMAZ, A. T. (2020). Covıd-19 salgınının tüketicilerin online alışveriş tercihine etkisi. Sosyal Bilimler Araştırma Dergisi, 9(2), 83-90.
