Unveiling the Catalysts that Ignite Consumer Inclination Towards Online Shopping Platforms

Purpose: The online shopping industry has been rapidly revolutionizing the retail industry. The combination of the internet, smartphones, and technology has allowed the rise of startups and entrepreneurs and attracted heavy investment into this industry. In Bahrain, several local and international brands are offered online with different features, competing to be the platform of choice for online shoppers. This study aims to determine the elements that influence customer online shopping behavior in Bahrain and learn about the importance and types of products that support Bahrain's online purchasing applications. Methodology: This study utilizes a conceptual model to investigate the driving factors that stimulate consumer proclivity toward a particular online platform. The study uses a quantitative method by distributing a questionnaire to the public. A sample of 300 respondents was analyzed to discover the relationship between product assortment, technology integration, governmental laws, and awareness about online shopping with the customers' purchase intention. Findings: The results show that all independent variables positively impact online customer preference and encourage buyers to adopt online shopping as part of their ordinary habits. Also, the results explain how the e-commerce industry has been growing in Bahrain, in the GCC region, and worldwide. Conclusion: As online shopping brands compete to provide the best service to their users, they implement and improve various features, which increase utility and security and boost user experience.