Mapping Cause–Effect Relationships Among Factors Influencing Online Shopping Behavior in Nepal Using DEMATEL
DOI:
https://doi.org/10.54536/jcbmm.v2i1.6128Keywords:
Consumer Behavior, Delivery, DEMATEL, E-commerce, Online shopping, TrustAbstract
In recent years, people in Nepal have started buying more things online instead of visiting stores. This change has been made faster by platforms like Daraz, which help customers shop easily from home. Because of this trend, it is important to understand what factors affect people’s decisions when they shop online. This study tries to find out which things matter most to online shoppers in Nepal. To do this, the researcher used a method called DEMATEL (Decision-Making Trial and Evaluation Laboratory). It helps to see how different factors are connected and how one factor can affect another. A total of 17 experts who have experience in e-commerce were asked to give their opinions. They looked at factors like Price, Trust, Delivery, Influencer Marketing, and Return and Refund Policy. After studying the data, the results showed that Trust and Delivery are the most important factors. When customers trust the website and get their products delivered on time, they are more likely to shop again. These two factors also influence other things like price and refund policies. On the other hand, Influencer Marketing (social media promotions) was found to depend on other factors and does not strongly affect decisions by itself. Overall, this research helps to understand how Nepali customers think while shopping online. It also gives useful ideas to online businesses like Daraz to improve customer satisfaction and loyalty. The DEMATEL method used in this study makes it easier to see the links between different factors and can help future researchers study online shopping behaviour in a clear and simple way.
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Copyright (c) 2026 Mansi Pandey, Satyendra Kushwaha, Saugat Gurung
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