The Influence of Shopping Applications on Consumer Buying Behaviours A Comparative Study of Selected Cities in Gujarat and Kigali Rwanda

Abstract

Generally, consumer buying behaviours are influenced and shaped by different factors but to no surprise, shopping applications are also one of the key factors, mainly due to the rapid growth of E-commerce in the recent digital era. In India, shopping through shopping applications has become a popular way of buying different products from different suppliers in the country, but also an incredible opportunity for marketers to sell different products to potential customers scattered across the country. With the effective and efficient use of newlineshopping applications, consumers easily identify the products that are more likely to satisfy their respective needs, wants and desires and proceed through different stages of the consumer buying process that lead to the purchasing of concerned products. In fact, after identifying the needs and wants to satisfy, consumers proceed forward with gathering useful information about the products to buy, and evaluate alternatives based on brand names, qualities, models, prices, sizes, offered discounts and promotions, payment modes, delivery options, etc. This is a crucial step since after evaluating different substitute products and alternatives; the consumer selects which products to buy based on his own perceptions, the available monetary resources, and other factors that shape his decision making. At the appropriate moment, the consumers move to the actual purchasing process, and then get the chance of using the bought products while going through the post purchasing experience. newlineSince consumers go through different stages of the consumer buying process using shopping applications, the findings from this research confirmed that in fact, shopping applications have a significant influence on the consumer buying behaviours in selected cities of Gujarat. Based on the Technological Acceptance Model (TAM), UTAUT model, and other models about technology acceptance and use