Outer Environment

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.