The Effect of Technological Developments on Consumer Purchasing Decisions

Today, technological developments on the digital side play an important role in shaping consumers' purchasing decisions. Various features and functions offered through online platforms lead to changes in the way consumers shop, perceive products, and make purchasing choices.

Tracking Shipments and Building Trust

One of the important factors influencing consumer behavior is the ability to track online shipments. Some studies show that customers having the option to monitor the progress of their orders creates confidence in online shopping and instills a sense of trust in them. When consumers know exactly where the product package is and when it will arrive, they feel more confident in their purchasing decisions, their anxiety decreases, and satisfaction increases.

Secure Payment Methods & Transactions

Payment methods such as PayPal have significantly impacted consumers' perceived risk of fraud. Some studies emphasize that secure payment gateways not only reduce the fear of fraud but also increase consumers' control over their transactions. Knowing that their financial information is protected encourages consumers to shop online more often.

Advanced Visual Control

The ability to zoom in and view products from various angles significantly impacts perceived control during the shopping experience. Interactive visual features can allow consumers to examine products in more detail, mimic the in-store experience and provide more confidence in their purchasing decisions.

Information Filtering and Cognitive Load

Online shopping platforms that offer information-filtering capabilities help reduce consumer confusion. Although filtering options can alleviate the vast amount of information available, they cannot completely eliminate cognitive overload. But these features, which allow consumers to sort and prioritize information, create a more manageable shopping experience.

Restricted Interaction in Product Presentations

According to Yi, Jiang, and Benbasat (2015), the effectiveness of restricted interaction in online product presentations can enhance both engagement and purchase intentions by sparking curiosity and maintaining a controlled experience for the user. Their study found that less interactive and less costly presentations can be more enticing and engaging for consumers, especially those with more product-class knowledge. T

Working Links, Click-to-Connect Speed, and Consumer Control

The presence of functional links in online stores reduces consumer confusion and increases perceived control. Hausman and Siekpe (2009) argue that easy navigation and clear paths to additional information help consumers make informed decisions, thereby improving their overall shopping experience.

Impact of Consumer Reviews (effective word of mouth)

Consumer reviews on websites also play an important role in shaping purchasing decisions. Kitcharoen (2019) states that the presence of customer feedback affects consumers' sense of control over their shopping choices. Reviews provide information about product quality and performance, helping consumers feel more confident about their choices.

Social Media, the bandwagon effect, and Selective Perception

Frequent exposure to trending products on social media can create selective perceptions of a brand. Lewis et al. (2014) suggest that when consumers see a product being repeatedly talked about and purchased by others, it can significantly influence their attitudes and behaviour. This selective perception can lead to increased brand loyalty and a greater likelihood of purchasing the product.

This mentality is also reminiscent of the bandwagon effect, the phenomenon of consumers being influenced by the actions of others, which is common in online shopping. It is thought that if a product is widely discussed and purchased by many, it can create a sense of urgency and desirability among consumers and encourage them to make similar purchases.

Consumers seek information not only about the quality of the product but also about the popularity of the product. Min and Kim (2014) explain that information about a product's popularity can influence purchasing decisions because consumers often look to social proof as an indicator of value and desirability.

Conclusion

As a result, technological advances have a profound impact on consumers' purchasing decisions. Features such as shipment tracking, secure payment methods, advanced visual controls, information filtering, and social proof mechanisms all contribute to a more controlled and secure online shopping experience. As technology continues to evolve, its impact on consumer behavior will likely increase and shape the future of online commerce.