Just two out of 35 researches explain the effect of the outer
surroundings on the online trading. The outer environment directs to the
ecological aspects which affect the mood and conduct of the online traders. It
covers three sides. Number one is the
already present licit structure that fortifies the online buyers from any misplacement
during the online trading. Number two is the process of the third person acknowledgement
in which many third parties are involved to provide assistance to the online buyers.
The above mentioned two aspects positively encourage the behavior of the online
buyers towards online trading. The last aspect is the number of participants
which are in the market and providing the same service which a person desires
to buy. The research done by Lee explain that if there are few sellers in the
market so it increases the chances that a buyers could bought it without doing
bargaining and the product gives more profit to the seller. This raises the
buying cost of the buyer and the chances of the same buyer to visit that
specific store become less.
There were eight researches out of 35 which study the effects of the
structure of the population on the online trading conduct and response. The
population structure involves the aspects such as the lifetime of a person, whether
a person is male or female, his level of knowledge, his worth and the time he spends
on the internet. Bellman and colleagues have done a research in which they
explain that the online contemplate suggests that the people using internet are
of less age, having more knowledge, their income is good and the differences is
coming shorter. They said that outer surroundings have a very vital role in
seeking that the people use the internet or not, and if the people are using
the internet so the structure of the population does not taken as an important
factor to effect on the behavior and the mood of the online buyers. Bhatnagar and
the colleagues have performed a research in 2000 In which they give proof that the population structure
is not a valid factor which could affect the buyers selection of a shop or
making him how much money to utilize infect male and female are lean to shop
through the internet. In short the studies show that the effect of the population
structure is not too powerful on the attitude of the online buyers.
