Trends, Lifestyle, Price Dispersion and E-Tax: Predicting the Behavior of Online Transactions

Abstract

Information technology brings changes and influences shopping behavior and lifestyle. This study aims to investigate shopping behavior through trends, lifestyles, and price dispersion on decisions to make online transactions. As well as the continued influence of e-tax on the relationship between consumer behavior and online transactions. Data was collected from 279 online shoppers using an online survey. Data analysis using SEM PLS revealed trends as a superior predictor of this relationship, followed by lifestyle, but not in price dispersion and e-tax. The awareness that has emerged about e-tax is evident in this project. These findings will help stakeholders such as online merchants in developing their merchandise to improve marketing and tax policymakers on online platforms. Future frameworks are also discussed in this study.