Factors influencing consumers online shopping decision: present and future evidence from Lithuania

The purpose of this article is to acquire an overview of the factors, which influence consumers’ decision-making to shop online, and envisage future perspectives of e-commerce. There is a set of shopping online decision factors which should be taken into consideration. This article focuses on highlighting four factors groups such as (1) customers satisfaction, (2) operational, (3) logistic and (4) technological factors, which are proposed in conceptual framework. This research utilizes a quantitative and qualitative methods to test the conceptual framework of consumers online shopping decision. Research design is based on a two-step research process. The first stage reveals the factors, which influence the choice of consumers shopping online decision according to demographic - social factors. Factors are detalized by application of a quantitative study and organisation of an online survey. The survey respondents are 182 Lithuanian consumers shopping online. The second stage involves a qualitative study and interview of 9 experts (e-commerce developers) through provision of structured open-ended questions aiming to determine the factors, which stimulate consumers shopping online decision based on personal experience. The obtained empirical findings demonstrate that such factors as convenience, simple approach and better pricing have impact on online shoppers. The performed expert survey revealed important areas of emerging applicability: drones, product presentation as allowing to “touch” products and “try them on” online, personalised offers. Those practical implications on how to apply the factors important for the online shopping process could be useful for website designers and owners of electronic shops.