Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022
PSYCHOLOGICAL FACTORS AFFECTS ONLINE
BUYING BEHAVIOUR
Kartika Nuradina1 Universitas Indonesia Membangun (INABA).
Kota Bandung.
Jawa Barat.
Indonesia nuradina@inaba.
ABSTRACT
In the last five years, consumer behaviour has transformed from offline buying to online buying.
There are various factors which affect why such a phenomenon happened.
For example, there is the influence of external factors such as technological development, social change, pandemic situation, and modern On the other hand, internal factors such psychological aspects can also affect the change in the shift towards online buying style.
This study provides a systematic review of consumer behaviour in online retailing, based on literature review of online consumer behaviour in the field of marketing and business, published in international peer-reviewed journals between periods of 2015 to 2020.
This study highlighted the importance of psychological factors such as perception and attitude, motivation, emotion, trust as the factors which influence the transformation towards online buying.
Further discussion was also done in regards to the psychological factors based on the psychological and consumer behaviour theoretical framework.
The purpose of this article is to gain a comprehensive understanding of the psychological factors that can influence consumers in making online purchases of Based on the findings from this study, insights for future research is presented for academics, as well as important points for practitioners and professionals in terms of understanding psychological factors that can influence the purchase decisions made by consumers.
Keywords: consumer behaviour, online buying, purchase decisions, psychology.
business, literature INTRODUCTION is an information resource that can Indonesia is experiencing a fairly connect globally.
In Indonesia, digital rapid development of information villages have even emerged that use the Information technology internet to improve people's welfare, includes hardware and software that are economy, health and education.
used to perform important tasks that are According to BPS data from the needed on a daily basis.
Information 2021 data collection survey, 62.
10% of technology is systems and methods for Indonesia's population has accessed the obtaining, transmitting, processing, internet in 2021.
The high use of the interpreting, storing, organizing, and internet in the country reflects the new using data meaningfully according to climate of information disclosure and Bambang Warsita .
8: .
The public acceptance of technological internet, which is one of the results of developments, as well as the changes information technology development, towards an information society.
The Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 high number of internet users in required to change their buying style.
Indonesia is also inseparable from the changing the way of going to stores rapid development of mobile phones.
traditionally towards online buying.
In 2021, 90.
54% of households in This transformed can be seen in the Indonesia owned at least one mobile result of Study C.
Jamunadevi et al Compared to conditions in .
retailers are enraging to improve their digital experience.
In assistance to 46%, which showed the increasing help their digitized way the above testing results of this study ensures that .
The the consumer from 21-30 age group are the persons who do more online technology encourages changes in shopping by the descriptive percentage people's lifestyle, as well as on how people carry out their daily activities.
In the era of the COVID-19 The process of selling and buying pandemic, many online shops have goods which previously took place sprung up and many businesses that traditionally by presenting goods in originally had shops or outlets have stores/outlets and buying directly by turned into online shops.
Nowadays, many types of businesses also carry out their business processes via online.
store/outlet.
These Not only technological changes, the COVID-19 pandemic situation that environmental changes also have an impact on people's lifestyles today.
occurred in 2020 also prompted Along with the increase in mobile changes in the buying style of phone users in 2020, more than 90% of Indonesian Social Indonesians currently use high-tech mobile phones .
, so that necessity for people to be active at home, require businesses to switch goods/products they need on an online their marketing style to the online Although the COVID-19 The change also triggered a chain reaction, as the public is now also people have returned to carrying out Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 their business and social activities more purchase, which this study will focus freely, but the style of purchasing specifically on online purchases.
goods via online platforms still exists and is growing even stronger.
People.
PERCEPTION especially the younger generation.
The prefer to buy goods online, due to the perception is the unique interpretation ease of accessing the items they need.
of a situation.
Perception is a complex In addition, the online transaction is cognitive process that produces a unique picture of the world, which may timewise, because it does not require a be somewhat different from reality long time to get the items needed.
(Luthans, 2.
Applied to consumer The presence of an online shop affects behaviour, perception is considered a people in terms of buying or getting an item online.
Attractive online shops situation/stimulus which may result in offer, artistic photo displays, attractive The AuyouAy filter tells which stimuli to pay attention to and which to purchasing goods, so that people who what to like and what to hate.
were previously passive in buying These filters form innate motivation.
goods traditionally, are now active by Filters shape all of AuyouAy thought, making online purchases through the feeling and behaviour patterns.
Filter online platforms.
AuyouAy Internal ethnicity, education, your filter is influence the individualAos decision to Perception can also be said as purchase goods via online transaction.
a process of acceptance due to stimuli The motivation, emotion, process, environment, so that observation is an psychological factors that exist in orientative reaction to existing stimuli.
In regards with consumer both stimuli that have been experienced behaviour, these psychological factors and stimuli that are foreign or have influence a person in making a never been experienced.
Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 The experienced by a person has a other people in the same situation.
The consumer's interpretation of an item is In addition, the existing highly dependent on the knowledge, motivation and personality of the learning, as well as the experience of This interpretation is related using goods.
Everyone will give an to the feedback received by the assessment of the goods they use.
The consumer, such as a visually attractive results of this experience will form a product display, unique design, strong certain view or picture of the goods promotion, the number of repetitions of Differences in one's view of an benefit information related to the item will create a different process of product, and objects that are considered observation or perception (Sumantri, familiar by the consumer will attract more attention and give more value.
addition, there is the aspect of simplicity in obtaining these goods different, for example the perceptions through mobile phones using online of price alone will vary across different internet data, where consumers can In addition to human- quickly access these goods, and the situation interactions, there are internal seller can also give quick responses.
cognitive processes in perceiving an Furthermore, the reviews of other Internal cognitive processes consumers and reviews of influencers consist of registration, interpretation are also accessible, which provides and feedback.
During the registration feedback to consumers and will create a sense of trust to the goods and seller, mechanisms .
ensors and nervous so that in the end it will encourage syste.
are affected, psychological abilities to hear and see will affect Subprocess perception as seen in Interpretation is the most For interpretation of the same price for an item will be perceived differently by Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 A person can have various needs at any time.
Some needs are biogenic, because they arise from physiological tension states, such as those caused by the need for food, drink, sex and physical pleasures.
Another need is psychogenic, because it arises from a Figure 1.
Subprocess Perception .
dapted from Luthans, 2.
This process is in accordance with what was stated by Kotler.
Bowen and Makens .
, namely that for the same stimulus object, each individual .
will have a different This is based on the tendency of people to have their own filters in perceiving something.
state of psychological tension, such as the need for esteem, the need for response, or various experiences.
Most of these needs, both hidden and known, are not strong enough to move the individual into action at any given time.
A need will be the driving force if it reaches a sufficiently strong energy A motive is a need that is stimulated, thereby exerting strong
enough pressure for people to act
MOTIVATION
A motive is a state in a person's personality that drives an individual's desire to achieve a goal.
The motive that exists in a person will manifest behaviour that is directed at the goal to achieve satisfaction.
Motive is not something that can be observed, but is something that can be inferred from one's activities.
So the motive is an encouragement of individual needs and desires that are directed at the goal of obtaining satisfaction.
directly toward a goal to satisfy their This pressure will make people feel psychologically tense.
When a need is satisfied, a person's tension will be channeled and he will return to a (Zaltman Wallendorf, in Suryana Sumantri.
People buy something on the basis of a need that is urgent and requires Motives or needs are usually an internal force that directs a Thus the motive will give Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 strength, activate or move, and direct a for each individual is not the same, person's behaviour to achieve a goal.
although it may be driven by the same The goal is to satisfy the needs.
Motive To further explain about the or need can also be said as an concept of motive, the opinions of experience gap between what is Abraham expected and the reality (Zaltman & McClelland will be presented.
These Wallendorf, in Suryana Sumantri, two opinions are often put forward in People will try to reduce the several writings on buying behaviour experience gap by satisfying their (Zaltman & Wallendorf, in Suryana For example, someone feels that Sumantri, 2.
Maslow David the clothes they have are not in According to Maslow, human accordance with the situation .
eal needs are divided into five levels, condition.
, they want clothes that are namely: .
Physiological needs or basic .
xpected needs, where humans must satisfy In order to eliminate these needs in order to survive.
The the gap, they had to change all of their need for certainty, security, and safety, clothes into suitable clothes.
Thus, a person's motives will encourage them avoiding anything harmful that has to to buy something to satisfy their needs.
do with ensuring the future.
The Not all goods will satisfy someoneAos need for group recognition or affection, needs, but someone will choose goods as humans wants and is willing to make that match to their expectations through .
The need for appreciation, a real search in the market.
So in which includes the desire to be various ways a person will try to satisfy rewarded through social activities, and their needs by choosing goods that are to control other people or valuable expected to satisfy the needs.
Several The self-protection, actualization, as humans has a need to simultaneously in various situations.
be able to use all their abilities, to be Some of them are physiological and able to develop themselves.
These five Objects tiered accordingly, as activities that can satisfy needs are humans tend to satisfy their needs called target objects.
The target object according to a certain order of priority.
Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 In general, when physiological and available, it will be replaced with safety needs have been satisfied, and similar goods, or until the goods then higher needs become important.
needed are available on the market.
According to Maslow .
, the EMOTION fulfillment of needs in accordance with Emotions basically describe how the behaviour of the hierarchy as seen people feel and react when they face in Figure 2.
Atkinson emotions in two types, namely pleasant emotions and unpleasant emotions.
According Atkinson, emotions involve several components, including .
Subjective experience, internal body responses, especially Figure 2.
MaslowAos Hierarchy of Needs (Adapted from Maslow, 1.
those involving the autonomic nervous system, .
cognitive judgments, .
Sumantri .
everyone has the potential to behave in various ways.
How they behave .
depends on .
The strength or According to Kings .
, the readiness of the various motives that nature of emotions includes several exist in a person, and .
characteristics things, namely .
emotions are of circumstances and opportunities.
triggered by internal and external Thus it can be explained that the nature stimuli, .
emotional responses result of the situation will determine which from our assessment of these stimuli, motives will be stimulated, and will .
the body responds physiologically lead to buying behaviour, with the to our judgments, and .
emotions process of buying as a way to satisfy the needs.
Not all goods can satisfy the Emotions are associated in consumer need, here the consumer must choose behaviour, if consumer needs are not from many goods, which one would be met, this often leads to negative able to meet their needs.
If it is not emotions such as anger, frustration, or Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 Conversely, if consumer influence intensity.
The higher the needs are met, this can lead to positive intensity of influence received by emotions such as happiness, joy, liking, consumers, the higher the emotional pleasure and satisfaction.
(Vainikka, factors of consumers will tend to This is influenced by the According to a study, the most shared articles in the New York Times Emotions are seen to be the driving Brands force in consumer arousal and retail engagement and sharing with positive Many advertising when creating emotional During the summer of 2015.
Coca- emotional arousal (Ruth, 2.
There ColaAos AuChoose HappinessAy campaign are many brands on the market that aim served as a great example of how through their advertising campaigns memories and experiences that made This targetAos ultimately enhances their Auattention, and using catchy slogans.
consumerAos desire for greatness and TRUST Trust has become one of the most capabilitiesAy (Alwitt, 2.
Emotion is marketing, and many brands are trying to get on the trust bandwagon.
By using arousal, where advertisements that emotional appeal advertising, you can:
utilize emotional branding can impact A Persuade customers to trust you consumers to become more alert and and buy from you again.
attentive which allows messages to be A Keep your customers informed processed more thoroughly.
As a result and transparent.
The public should be these advertisements will be better able to see everything.
retained for recall.
(Vainika, 2.
Consumers who are perceived to be more emotional than others are A Provide links to your thirdparty reviews on sites like Yelp and TripAdvisor on your landing page.
affected by an increasing amount of Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 A Ensure The Provide a full refund, free trial, and perceived differently depending on the 100% satisfaction guarantee.
AufilterAy of each individual.
The Purpose A Be human.
Your website should of this study was to explore the display the faces of your team different psychological aspect affects members, as well as links to their social individuals and their online purchasing A Specify.
Give facts, figures, and In line with the research result of (Thamizhvanan &Xavier.
Zivile (Rizwana Bazir.
Bauboniene .
, (Somdech Rungsrisawat, 2.
the data reflects that trust, security and convenience will have great impact on the decision to buy online or not.
Trust is been considered as the most relevant factor customerAos behaviour towards online shopping when it comes to younger generation.
Psychological factors such attitude, motivation and stats about your brand.
Another online buying behaviour.
In this paper understanding of the reason why consumers behave and think in a certain manner.
In different Countries and cultures could have a specific psychological factor that are not found in other This study will be an researcher to obtain data on what psychological factors is the most influencing in online buying behaviour, especially in Indonesia.
Besides that.
CONCLUSION Beside from marketing strategy the researchers could make product promotion used by marketer/seller to differentiate buying behaviour among promote their product.
There is another consumers regarding this product reason for consumer to make categorization, so they can get more purchasing decision that may different detailed data results about consumer beetwen individuals.
That is called buying behaviour.
psychological factors.
Practitioners Business could have comprehensive Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331.
P-ISSN 2829-6559 VOLUME 01.
NO.
02 December 2022 motivation and behaviour.
Marketing strategies and research aims to increase the knowledge of consumer to gain
competitive advantage in order to better predict consumerAos need and Marketing Implication of this marketing/communication strategies for the marketers online REFERENCES