Online purchasing : a study of electronic product characteristics buyers look for

Abstract

In the increasingly dominant world of e-commerce, a comprehensive understanding of consumer preferences and online shopping behaviors is essential for businesses and researchers alike. This study details the factors influencing consumers' decision-making when shopping for electronic devices on the Internet, particularly emphasizing the product features and capabilities that hold paramount significance in their purchasing choices. The research primarily engages with a sample of one hundred (100) University of Mindanao students, all of whom are 18 years of age or older. The investigation reveals conclusive insights into the key attributes that attract buyers' attention during online electronic product purchases, shedding substantial light on the pivotal role played by factors such as product features, product price, brand image, and social influence. Notably, the survey findings highlight "Product Features" as the highest-rated variable in mean scores, indicating the unwavering significance of customers' preferences for product characteristics. Furthermore, the study suggests a notable divergence in the electronic product characteristics sought by buyers, discerned through age-based analysis.