The Phenomenon of Online Shopping in the Digital Age: Why Do People Like It?

Mohamad Suharto, Deny Tri Ardhianto, Anugrah Irfan Ismail, Nadia Sigi Prameswari


The purpose of this study is to explain what factors influence consumers like to shop online. The concept underlying this study is the phenomenon of online shopping as a behaviors transformation that occurred in Indonesia. Not only in Indonesia, online shopping has spread to many countries along with the development of e-commerce business. It can be concluded that some factors influencing most consumers to like shopping online are: the visual appeal of e-commerce web design, interactive website features, the ease of the website's user interface, the corporate identity design, and the brand positioning of e-commerce companies.

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