This action might not be possible to undo. Are you sure you want to continue?
Especially, online shopping is a rapidly growing ecommerce area. Forrester Research forecasts that online retail trade will be about $217.8 billion by 2007 and account for 8% of total retail. ComScore Networks reported that for the year 2001, domestic online sales totaled more than $53 billion. This figure shows a growth rate of about 20% compared to the year 2000. According to Arbitron/Edison Media Research (2002), the number of consumers who purchase online is growing sharply. 40% of all Americans have ever purchased goods or services on the Web. Average amount spent online in last one year was about $658 and 56% of Internet users have made a purchase online. According to annual Internet survey of WHICHonline, 15% of British Internet users visit online shopping sites most frequently and 14% regularly use Internet for online shopping. This survey suggests that book is the most popular item on the Internet and Flights/Holidays is the second popular item. (Figure 1)
FIGURE 1 Online shopping basically provides the way consumers go shopping and purchase services and goods with reasonable price on the Internet. For some consumers, shopping and purchasing online have become part of their daily lives, while others may not even care about it. At this point, I wonder what factors influence online purchasing behavior and explain the difference in online buying behavior among Internet users. This web site intends to investigate which factors affect online purchasing behavior. Based on the previous researches, several factors were sellected as factors which affect online purchasing behavior.
Berkowiz, Walton, and Walker (1979) suggested that in-home shoppers are younger and have higher than average education and occupational levels. Li, Kuo, and Russell (1999) found that men used more frequent online shopping than women and well-educated consumers were the frequent Web buyer. They also found that consumers with high incomes used more frequently Internet for shopping. Therefore, they suggested that the typical online shopper has been male, well-educated, wealthier than most people, and technologically savvy. However, trend is beginning to change. CNN.com reported that Internet users from households with incomes greater than $75,000 grew just 13
percent, while the lower-income Internet users grew more than 49 percent to 7.5 million users. In addition, according to Global Online Retailing Report, the online shopper is becoming more like the typical middle-class retail consumer. The average annual household income of online shoppers in the U.S. has dropped from $59,000 in 1999 to $52,300 last year. In case of education, more than fifty percent of online shoppers don’t have a college degree. Women online shopper is increasing. Women account for about sixty percent of total online shoppers in the U.S. Considering this trends, the followings ere expected for this study
users who are better educated are more likely to use online shopping less than those who are not. Female Internet users use online shopping more frequently than male. Internet users whose income is higher use online shopping less than those whose income is lower Older consumers are more likely to make online purchasing than younger consumers.
• • •
According to Wolfinbarger and Gilly (1999), consumers make online shopping for both goal-oriented and experiential reasons, but goal-oriented motives are more common among online shoppers than are experiential motives. Greenfield Online suggested that online shoppers like to use Internet shopping because of its convenience and timesaving. This report found that convenience-oriented consumers prefer to buy on the Internet and experience-oriented consumers don’t. Li et al. (1999) proposed that frequent Web buyers are higher in the convenience orientation but lower in the experiential orientations than occasional Web buyers and no differences were assumed in the recreational orientation and the economy orientation. Bellenger and Korgaonkar (1980) suggest that consumers can be categorized into two types: recreational and convenience shoppers. They proposed that the social aspect of shopping motivates the recreational shopper. Some research proposed that online shopping is not attractive to consumers who prefer to social interaction or experience. Swaminathan, Lepkowska-White, and Rao (1999) found that consumers who are oriented to convenience is more likely to use the Internet to buy goods and consumers who value social interaction is less likely to use the Internet for shopping. Through these findings, it is assumed that consumers who want convenience are more likely to purchase on the Internet than consumers who like experiencing product.
Consumers who are convenience-oriented are more likely to purchase online than those who are not. Consumers who are experience-oriented are less likely to purchase online than those who are not.
Price: It is not strange that consumers purchase goods with cheaper price on the Internet than in real stores or malls.
Before purchasing, some consumers use price comparison site to know which online seller has price competitiveness. Zellweger (1997) suggested that Internet provides the service that consumer can compare prices among seller to consumers. Hoffman and Novak (1997) suggested that Internet users control the search process to get a variety of information on the Web and price comparison. According to Ducoffe, the Web provides updated, relevant, and completed information. Croft (1998) found that home-shoppers consider price and product assortment as the most important factors for home shopping. Therefore, it is expected that price is one of factors influencing consumer purchasing behavior.
In case of “average number of Web sites purchased” and “average amount spent online in last 12 months”. 1989. 1974). Reputation is related to reliability or trust. 1997. The reputation of retailers is positively related to consumer purchasing behavior. Based on the previous studies. When consumers intend to buy a product or a service. . Consumers who perceive fewer risks toward online shopping are more likely to make online purchase than more risk-laden consumers. Consumer behavior is motivated to reduce risk. In this research. Taylor. 1975) and the Theory of Planned Behavior (Ajzen. They also suggested that higher level of Internet experience may lead to lower risk perceptions regarding online shopping and fewer specific concerns regarding system security and online retailer fraud yet more concerns regarding online privacy. (Bauer. (1993) defined trust as “a willingness to rely on an exchange partner in whom one has confidence”. Miyazaki and Fernandez (2001) proposed that the rate of purchasing products online is negatively related to the perceived risk of conducting online purchase. the reputation of retailers plays an important role in online shopping to both consumers and retailers. According to this data. Therefore. Moorman et al. it is expected that retailer’s reputation is one of factors influencing consumer purchasing behavior. therefore perceived risk at least partially mediates the impact of Internet experience on online purchase behavior. Reputation of Retailers: Online shopping retailer is defined as any seller that offers consumers with the opportunity to purchase something on the Internet. 27 million Americans has accessed to the Internet with broadband. Perceived Risk: Dowling and Staelin (1994) defined risk as a consumer’s perceptions of the uncertainty and adverse consequences of engaging in an activity. Consumers usually evaluate these retailers before they go online shopping and retailers try to avoid getting a bad reputation. which is a good forecaster of actual behavior. about seventy percent of Internet users have the risk-taker personality type. the perceived risk is defined as the overall perceived security of transactions in an online environment and it is not related to a single seller. this study posits that perceived risk for security of transactions is one of factors influencing online purchasing behavior. 1971). broadband users’ data is higher than dial-up users’. Donthu and Garcia (1999) found that Internet shoppers are more less risk averse than Internet nonshoppers. 1960. beliefs influence the person’s attitudes and attitudes in turn affect behavioral intention. Arbitron/Edison Media Research found that people with broadband access have ever purchased online more than people with dial-up access. 47% of people with broadband access have purchased last month and 17% of them have purchased online last week. Doney & Cannon. According to the Theory of Reasoned Action (Fishbein & Ajzen. According to SRI International (1995). The penetration of at-home broadband reaches about 21% of total access to the Internet at home. Therefore. Type of Access: According to Arbitron/Edison Media Research (2002). Several researches have frequently referred to reputation as factor that influences consumer trust for sellers (Anderson & Weitz. Ganesan.Consumers who are more price conscious are more likely to make online purchase than consumers who are less price conscious. 1994). while 32% of people with dial-up access have made a purchase online and 10% of them have made a purchase online last week. 1985). Chiles and McMackin suggested that reputation is a valued asset. they often hesitate to make the final decision because they can’t be sure that all of their buying goals will be accomplished with the purchase (Roselius.
Through this trend. the following hypothesis is expected: People with Broadband Access are more likely to make a purchase online than people with Dialup Access. .
The Reputation of Retailers .Perceived Risk .Consumer Orientations . But this study will use same five categories and classify two levels: “Occasional” and “Frequent”. and frequent Web user. “More that 20 times” This index was used to previous study (Li et al.” “7-10 times. .39 40 -49 50 .All of the measures used here are adapted from previous relevant studies and have been commonly employed in the domain of this topic.” and “More that 20 times. 1999). 1. occasional Web user.” “11-20 times. “4-6 times” 3.Type of Access Online Shopping Behavior In this study. online shopping behavior are defined as how many consumers made purchases on the Internet in the past 6 months. “Less than 3 Occasional Web times” buyer 2. “7-10 times” Frequent Web 4.Price .29 30 .” These categories were coded into three levels as non-Web user. The previous study categorized the response as: “Never. “11-20 buyer times” 5. Demographics 1) Age Under 21 21 .” “4-6 times.65 Over 65 2) Education High school graduate Some college College .” “1-3 times.Online Shopping Behavior .Demographics .
yielded 47 percent. This study proposes ten hypotheses. experiential orientation. Three hypotheses posit no difference in recreation orientation. seven of which are diagramed in the conceptual model in Figure 1. Eight hypotheses were fully supported and two hypotheses were partially supported in individual tests. They are not depicted in Figure 1. channel . largely because online survey participants are more likely to be active Internet users. These consistencies confirm to some degree the external validity of both surveys. Research is needed to compare online surveys and conventional telephone or mail surveys to find systematic similarities and differences. convenience orientation. Specifically. A parsimonious treatment is conducted altogether on the ten hypotheses with stepwised multiple regression analyses (see Table 7). The data are compared with other similar national surveys such as Greenfield Online (1999). using primary data from an online survey of national Internet users. for Hypothesis 3. occasional online buyers. Coefficients of Multiple Regressions Summary and Discussion In this paper we attempt to identify the factors that predict a consumer�s online buying behavior. the present survey.Table 7. an assumed difference in convenience orientation is not significant between occasional Web buyers and non-Web buyers although its direction is in line with the hypothesis. The result indicates that six variables (education. Both surveys have similar percentages of the past-three-month online buyers (73 percent for the present survey and 74 percent for Greenfield Online�s 1999 survey). Greenfield Online found that about 54 percent of online buyers bought at least three times. the gender difference is not substantial between non-Web buyers and Web buyers in general although men are more frequent Web buyers than women. It is worth noting that online surveys usually show consistent higher percentages of online buyers and usage of the Internet than telephone surveys. For Hypothesis 8. and frequent online buyers. price orientation. and age between non-online buyers. conducted six months earlier.
As more consumers turn to electronic commerce.g. A more prominent issue is the experiential aspect of online shopping and buying. First. interacting with a salesperson. the way product information is presented by online stores is likely to reduce the impact of brand equity. occasional. These "experience-oriented" features are likely to be the main characteristics of the second generation of online stores. Frequent and occasional Web buyers are indeed not more pricesensitive than non-Web buyers. Takahashi reviewed the recent advances in this direction. Third. "avoiding the marketing distractions of the conventional store. flavors. a moderate effect on the sales transaction. there is a negative relationship between the experiential orientation and the frequency of online purchases.knowledge. Findings of the influence of shopping orientations on online buying behavior have several implications. easy access and convenience of the Internet. and frequent).354) In this environment. This finding seems consistent with the conclusion of a recent McKinsey & Co. smart online retailers will attempt to differentiate their products or services. e. Given this reality. the computer typically displays a list of brand names and model numbers with information on features. reflecting the shoppers� strong interest. On the other hand. sizes. shoppers may make fewer impulse purchases and trial purchases of new brands. and prices. Online stores with features that simulate the consumer's familiar shopping experience are likely to represent the future of online consumer marketing. Although the idea of using shopping robots for price comparison across Web sites is intriguing. As these findings suggest. online shoppers are not able to gain the experience they usually get in the conventional store. and VR technology in online stores. study . These applications were among the most visited features of some online stores.. It is clear that current "searchoriented" online stores have a number of limitations compared to the conventional store. and perceived accessibility) are robust predictors of the online buying status of a U. no really efficient robots presently are available."(p. As Burke noted. feeling the store�s atmosphere. consumer (non. Second. 3-D images. colors and logos is lost. and a minimal impact on logistics with the exception of information goods. and seeking sensory stimulation. including use of surround video. online retailers are striving for a perfect shopping environment. Online price comparison is still somewhat time-consuming and may not be worth much given the small differences in price between different vendors. Consumers do not see the familiar product packages. . giving consumers a shopping experience while taking full advantage of rich information. This situation may hinder the future penetration of electronic commerce because many transactions do require some kind of pre-purchase inspection. so the traditional brand equity communicated by the package shapes. making direct price-comparisons less meaningful. Burke (1997) asserted that the Internet will have the greatest impact on marketing communication.S. perceived distribution utility. most online shopping interfaces allow consumers to go directly to specific product categories and make their selections.
(1979).. G. just what kind of an innovation diffusion curve will be followed by Internet shopping (Rogers. the present study has certain weaknesses. some multi-item scales seem to be less reliable than was expected. retailer.). 352-360. More variables need to be identified and specified in future research for a better understanding of this increasingly important behavior of consumers in electronic commerce. Deighton. 25(4). K.. First.Channel knowledge is the strongest predictor in our model of online buying behavior. A.. Lutz. R. Lynch. Greenfield Online. 43(Spring). R. Journal of the Academy of Marketing Science. (1999). Interactive home shopping: Consumer. the reliability coefficients are not as high as those of the previous studies. An exploratory assessment of catalog shopping orientations. 61(July). J. D. however. Shopping 2000: A digital consumer study (April 1999).. (1982). The question arises as to whether a new set of shopping orientations should be developed for the online consumer.. May 28].. 6(1). 29-39. 38-53. It is not clear. the model presented here accounts for only onethird of the total variance of online buying behavior. Bettman. C. Memory factors in consumer choice: A review. W. Janiszewski.. Journal of Direct Marketing. Journal of Marketing . D. 1995). Saywer. Communications of the ACM.. Burke. B. Ann Arbor: Association for Consumer Research. Cyberspace 2000: Dealing with information overload. The channel utility scales may need to be re-phrased for measuring features such as information customization and degree of interactivity. N. H. & Stewart. C. Furse. [WWW].com/research_findings/Shopping %202000/shopping_2000. H. Gehrt. Harvard Business Review. The future of interactive marketing. J. (1997). (1997). J. & Carter. K. the consumer�s knowledge of the online channel will steadily increase. Lastly. J. The set of measures for perceived channel utilities developed for this study is built upon existing theory about marketing channels. Individual search strategies in new automobile purchases. References Alba. which are not typical for catalogs and retail stores but are for the Web. Weitz. S. Like any research. Journal of Marketing. (1992).. R. (1996). & Wood. 37-53. Punj. As the Internet grows. Knowledgeable consumers tend to have more positive perceptions of the online channel's utilities.greenfieldcentral.htm [1999. . 40(2). Berghel. Available:http://www. and manufacturer incentives to participate in electronic marketplace. 19-24. This issue demands further research. R. 76(2). Do you see what I see? The future of virtual shopping. (1997). Although the study adopts several items measuring shopping orientation from previous studies on the same subject. (Eds. 151-160.
Why communication researchers should study the Internet: A dialogue. I. Mahwah. Kotler... Mediamark Research Inc. (1996). R. Frazier.). P. & Flora. Internet and Web Use in the U. W. implementation. (1986). W. 46(1). L. 14-20. Advancing communication science: Merging mass and interpersonal (pp. (1997). 41.). Jacso. S.org/jcmc/vol1/issue4/rafaeli.. Integrated communication: Synergy of persuasive voices (pp. (1997). 110-134). Wieman. In R. J. L. J. R. & Martin. L. Manning (Eds. Marketing management: Analysis. (9th Ed.htm. R. 39(12).). & Darden. M. (1988). M. (1996). & Novak.. (1998). P.) Upper Saddle River. A.. Shopping orientations. Hawkins. Available: http://www. 46 [Online]. Interactive technology attributes in health promotion: Practical and theoretical issues. N. S. 4. 64. & Rafaeli. Hawes. Interactivity: From new media to communication. In E. W. 329-346. planning. D. Klein. G. . NJ: Lawrence Erlbaum Associates. Mahwah. Journal of Computer-Mediated Communication. R.. importance of store attributes. Inc. Also available as Newhagen. Evaluating the potential of interactive media through a different lens: Search versus experience goods. Newhagen. A. CA: Sage. 61(2). Communications of the ACM.com/mri/docs/prcs_s99. L. E. Journal of Communication. & T.S. (1996). Gold. J. (1981). 19-38). May). R.. 1. 36-46. Kalsbeek. J. Integrated channel management: Merging the communication and distribution functions of the firm.mediamark. J. P. J. Akron Business and Economic Review. J. R. 63-81. More (Eds. Lumpkin. In R. Publishers. NJ: Lawrence Erlbaum Associates. & S. (1996).. K. NJ: Prentice Hall. Shopbots: Shopping robots for electronic commerce. Beverly Hills. Marketplace needs of the elderly: Determinant attitudes and store choice. 14(1). 22(4). 75-106. Online. J. Journal of Business Research. 25(4). Street. 4-13. Exploring the implications of the Internet for consumer marketing.Journal of Business Research. & Bronnenberg.ascusc. P. W. (1985). D.. Available: http://www. Pingree (Eds. demographics and store patronage: A multivariate investigation. Balasubramanian. R. (1997).. E. Rafaeli. Why communication researchers should study the Internet: A dialogue. Stewart. 195-203. D. S. 185-215).. Journal of the Academy of Marketing Science. (1998). R.Hoffman. 12(4). Journal of Retailing.html Peterson. & Rafaeli.. 34-38. Rimal. S.2 million American adults regularly use the Internet [Online]. T. Publishers. Thorson & J. B. Lumpkin. Korgaonkar. (1999. and control.Health promotion and interactive technology: Theoretical applications and future directions (pp. Shopping patterns of the rural consumer: Exploring the relationship between shopping orientations and outshopping.
East Lansing. and in Taiwan since 1986 Address:National Chengchi University. About the Authors Dr. methodological issues of Internet research. (1998. Department of Advertising.nytimes.). 1998). and Assistant Dean for Technology at The University of Texas at Austin. Taiwan Martha G. He specializes in interactive advertising and has conducted research on online shopping behavior. B. She received her Master's degree in Mass Communication at Boston University and her Ph. His recent research projects include perceived intrusiveness of online advertising and shopping experience in virtual marketspace. information sciences. which have been translated in several languages. Hairong Li is an assistant professor of advertising and a research associate of the MIND (Media. Available:http://www. ClickinResearch. Interface. measuring Internet access. She has taught in universities both in the U. Department of Advertising. Austin. Russell has led industry-university research consortia in engineering research and product development endeavors in the fields of microelectronics.D. targeting in interactive advertising. P. E. and Network Design) Lab at Michigan State University. Address:College of Communication. MI 48824 Dr. M. (1954). She has been receiving grants to support her research in the area of Internet advertising and on-line marketing. Russell is Founder and President. R8. and has authored many professional articles. His research has appeared in journals and conference proceedings. and impact of sponsorship on perceived credibility of health websites. html [1999.D. Using discounts to build a client base (May 31). p. Address:Michigan State University.S. 60 (July). and manufacturing. May 31]. and organizational behaviors of advertising practitioners. The University of Texas at Austin. Tedeschi. she leads the Clickin® team at ClickinResearch. Her other research interests include consumer socialization. effectiveness of web banner ads. Cheng Kuo is currently a professor in the Department of Advertising at National Chengchi University in Taiwan. and he has been interviewed and quoted on Internet advertising by local and national news media including The Washington Post. [WWW]. City and urban Identification: Observations on the social psychology of social life. Tauber. Inc.Stone. Closer to reality.. in researching the Internet mediaspace and marketplace. 36(Oct. Takahashi. (1999). 36-45. developed and marketed consumer products and services.com/library/tech/99/05/cyber/commerce/31commerce. Why do people shop? Journal of Marketing. agriculture. TX . She has researched. D. She has also developed post secondary and professional curriculum for the online environment. The Wall Street Journal. (1972). Taipei. 46-59. consumer culture. She received her Ph. degree in Communication Studies from The University of Michigan in Ann Arbor. formerly Connect Consultants International. G. December 7. from the University of Minnesota. Dr. The New York Times on the Web.
It is a fact that hardly anyone believes in the security of personal data in the internet. About 20 % per cent of the criteria are about data protection and data security. that concerns about data security still are an important issue when people use the internet for their shopping. There are different sources of trust that people consider when shopping online. The reason given by most people was the fear of data misuse. A recent study of the German company Fittkau and Maaß shows. A trustmark like the Trusted Shops seal of approval can increase the trust people have in a website because it works as an inmdependant source of trust. It can be a strong brand name of a well known bricks and mortar business that is also selling online or a recommendation of friends. If you want to find out more about the Legally compliant sample texts.78712 Fear of data misuse: Although many people have been online-shopping for years the fear of the misuse of personal data remains. collegues or family member that works as source of trust. According to the study there is almost no difference between the experienced users and the internet newcomers. the Trusted Shops test specifications with more than 100 criteria and the Accreditation procedure click here. In this context it is important to note that the Trusted Shops criteria set a higher standard of Data Protection than provided by law in the Data Protection Act and the e-Privacy Regulations. The result of the user analysis WB3 that was based on a poll asked 121233 German speaking respondants questions about their online-shopping behaviour. Here are some facts: More than half (56%) of the internet users are afraid of the misuse of their personal data when they shop online. Find out more about consumer behaviour in online-shops. 66% percent said that they had used false names in order to prevent receiving unwanted e-mails. Clear communication of the methods of data protection One of the interesting results of the study was that the experienced online-users (59%) had more concerns of their personal data being misused than the newcomers. 79% of the respondents said that they consider an online-shops safe when the adequacy of Data protection clearly communicated in the shop. Even when registering online people don’t like to give away their details. Looking at these facts it is no surprise that people prefer to use pseudonyms instead of their real name. 62% percent said they were afraid of their data being sold to third parties. The second place was taken by bad customer ratings (45%) and third place by unsecure payment methods (43%). Communicating this together with the display of Trusted Shops trustmark in your online-shop can help to build trust and confidence in your shop and eventuallywill help to turn visitors of your online-shop into customers. Number one of the worst fears of onlinecustomers is the fear of transfer of data and receiving unwanted newsletters from third parties. In order to increase the trust that people have in a website e-tailers should have clear communication on their website about how personal data is handled in their online-shop. One out of five users admitted having used false names when registering on websites. Conclusion Data protection is an important issue for many consumers. . Only one in ten persons believes that the online-shop follows the Data protection laws but two thirds think that companies misuse their data for advertising. The Trusted Shops accreditation protocol contains more than 100 criteria a shop has to fulfil in order to display the Trusted Shops trustmark on it’s website. 27 % percent of the respondents admitted having used false names in the internet.
however. Please be patient as the files may be large. have investigated the impact of geographic context on people’s e-shopping behavior. Download Info To download: If you experience problems downloading a file. It focuses on the effect of accessibility to local shops and the residential context on the adoption of eshopping and the frequency of buying online. In case of further problems readthe IDEAS help page. is quite small. and what changes in activity – travel patterns will occur as a response to e-shopping. Information about this may be contained in the FileFormat links below. Further. since the Internet enhances the efficiency of shopping by providing more product information and by eliminating the need of travel in the physical world. The magnitude of the impact of these context factors on e-shopping. the results suggest that people with lower levels of accessibility to local shopping opportunities are more likely to engage in e-shopping. Very few studies to date. check if you have the proper application to view it first. people who live in areas with a white majority are more likely to adopt eshopping. Top of Form . however. Note that these files are not on the IDEAS site.The impact of geographic context on e-shopping behavior Author info | Abstract | Publisher info | Download info | Related research | Statistics Author Info Fang Ren Mei-Po Kwan Abstract Recent studies have examined what factors affect the adoption of eshopping (electronic shopping). This study reexamines the explanatory factors that are related to people’s e-shopping patterns through a study of the Columbus Metropolitan Area. why people adopt e-shopping. OH. Using an activity – Internet diary dataset.
pdf . A total of 370 students were randomly selected. see http://www. and a wider selection influenced consumers’ attitudes towards online shopping.com/abstract.uk/B.tut. Therefore.pdf File Format: application/pdf File Function: main text Download Restriction: Fulltext access restricted to subscribers.fi/units/tuta/tita/eBRC/eBRC_RR7. convenience. Such marketers' awareness of the factors affecting Malaysian buyers’ attitude can further develop their marketing strategies in converting potential customers into active ones. This paper sets out to examine the factors influencing students’ attitudes towards online shopping in Malaysia through a five-level Likert scale self-administered questionnaire.co.envplan. you may want to look for a different version under "Related research" (further below) or search for a different version of it. which was developed based on prior literature.File URL: http://www.envplan.envplan. The multiple regression analysis demonstrated the most significant determinants of consumers’ attitudes towards online shopping. The results indicated that utilitarian orientation. Publisher Info Article provided by Pion Ltd.cgi?id=b34014t File Format: text/html File Function: abstract Download Restriction: Fulltext access restricted to subscribers.html for details dow nload the selected file Bottom of Form As the access to this document is restricted. London in its journal Environment and Planning B: Planning and Design.co.envplan. Volume (Year): 36 (2009) Issue (Month): 2 (March) Pages: 262-278 http://upm.com/epb/fulltext/b36/b34014t.academia. price. e-retailers should emphasize a more user-friendly function in order to provide utilitarian customers a way to find what they need efficiently http://www. see http://www. while maintaining their existent online customers.uk/B.edu/NargesDelafrooz/Papers/187598/Students_Online_Shoppin g_Behavior_An_Empirical_Study The ever-increasing use of the internet in Malaysia provides a developing prospect for E-marketers.html for details File URL: http://www.
. 2009 Volume: 03 On page(s): 2276 . 2010 | Leave a Comment 1digg Share 0 Digg Digg The popularity of e-commerce websites has grown by leaps and bounds due to due to convenient and enhanced shopping experience. we conducted extensive reviews of online shopping literatures and proposed a hierarchy model of online shopping behavior. This survey aims at gauging the level of importance of various factors affecting online shopping behavior. is prevalent to a much larger extent in recent years. Some critical points were found that research framework. methodology. ICACT 2009.jsp?url=http%3A%2F%2Fieeexplore.org/Xplore/login. and lack of cross-cultural comparison. 2009. 11th International Conference on Issue Date: 15-18 Feb. The age group was divided between age 21 to 40 years and 70% respondents were male .ieee. attitudes to online retailer's attributes and online purchasing based on the integrated V-A-B model.ieee. Around 40% of respondents told that they buy stuff online once in 3 months while 23% of respondents told that theybuy once in a month. etc So we developed a cross-cultural model of online shopping including shopping value. both expensive and cheap. We collected 47 studies and classified them by variables used.http://ieeexplore.org %2Fiel5%2F4801868%2F4809346%2F04809533. http://mediatatva.pdf%3Farnumber %3D4809533&authDecision=-203 This paper appears in: Advanced Communication Technology.com/2010/10/12/importance-of-various-factors-affecting-online-shoppingbehavior/ Importance of various factors affecting online shopping behavior Posted by mediatatva on Oct 12. Online purchasing of goods.2282 Location: Phoenix Park ISSN: 1738-9445 Print ISBN: 978-89-5519-138-7 INSPEC Accession Number: 10587317 Date of Current Version: 03 April 2009 ABSTRACT In this study.
Online shopping and its users .
Button Sizes) •Easy registration (Facebook Connect) For Evaluators •In depth product description/product Specification for comparison •Persuasive Imagery (Product images from various angles) •Product Demo Video •Display of Free Gifts/Offers •Display of Social Proof (Customer reviews. 2. By focusing on these four stages of decisionmaking. recommendations. Whitespaces. Likes) •Live Chat Support For Transactors •Information about buying options •Showing shipping charges •Easy checkout process •Displaying Related/Cross-selling products •Displaying recommended products w. 2011 | Leave a Comment 1digg Share 0 Digg Digg 1.t. For Browsers •Product categorization •Ease of navigation •Improved search result •Filters for search results •Sitemap •Featured Brands •Improved Site Aesthetics (Colors. other customers’ purchases For Customers •Loyalty Program •Discount Coupons •Customized but Automated Product Recommendations (Mails) depending on purchase habits •Special Product Pricing . 3. rating.Posted by mediatatva on Jan 14. 4. when those users are “transactors” and ready to buy. Every Online shopping site sould designed and developed not only to satisfy these four customers but also to help them reach next level. In his book Andrew Chak has described web users in four types Browsers Evaluators Transactors Customers He said The focus is the task that users wish to accomplish at a given point in time. When users are just starting out as “browsers”. designers will want to make it easy for users to gather information. designers can create sites that move users forward through the transaction process. Fonts.r. Later. designers will want to provide quick access to completing a transaction.
Zaragoza. Internet shopping. Julio Jiménez.•Price Drop Alerts •Increasing customer participation for reviews and testimonials Age. individuals who often make purchases on the internet. (Department of Marketing and Business Studies. gender and income: do they really moderate online shopping behaviour? Document Information: Title: Age. José Martín. M. University of Zaragoza. Abstract: Purpose – The objective of this paper is to analyse whether individuals' socioeconomic characteristics – age. Online Information Review. Julio Jiménez. M. (Department of Marketing and Business Studies. DGA 138/08) and Catedra Telefonica of the University of Zaragoza (267-184).e. Gender. Income. the Aragón Regional Government (Generés S-09. pp. University of Zaragoza. (2011) "Age. Spain). gender and income: do they really moderate online shopping behaviour? Blanca Hernández. Spain). 35 Iss: 1.113 .133 Age groups. gender and income – influence their online shopping behaviour. Spain) Blanca Hernández. José Martín. gender and income: do they really moderate online shopping behaviour?". . University of Zaragoza. Zaragoza.Spain Research paper 10. Zaragoza. The individuals analysed are experienced e-shoppers i. Vol. Electronic commerce. (Department of Marketing and Business Studies.1108/14684521111113614 (Permanent URL) Emerald Group Publishing Limited Author(s): Citation: Keywords: Article type: DOI: Publisher: Acknowledgem The authors wish to express their gratitude for the ents: financial support received from the Spanish Government CICYT (ECO 2008-04704).
independently of their socioeconomic characteristics. In contrast to the majority of existing studies. The perceptions and behaviour of eshoppers are based on their own experiences. The internet has become a marketplace suitable for all ages and incomes and both genders. Practical implications – The results obtained help to determine that once individuals attain the status of experienced e-shoppers their behaviour is similar. College students’ online CB: . The experience acquired with online shopping nullifies the importance of socioeconomic characteristics. they do not condition the behaviour of the experienced e-shopper. it is considered that the current development of the online environment should lead to analysis of a new kind of e-shopper (experienced purchaser). Findings – The results show that socioeconomic variables moderate neither the influence of previous use of the internet nor the perceptions of e-commerce. and thus the prejudices linked to the advisability of selling certain products should be revised. in short. whose behaviour differs from that studied at the outset of this research field.Design/methodology/approach – The technology acceptance model was broadened to include previous use of the internet and perceived self-efficacy. The information obtained has been tested using causal and multi-sample analyses. Originality/value – Previous research related to the socioeconomic variables affecting e-commerce has been aimed at forecasting who is likely to make an initial online purchase.
which has become their consumption the primary criterion. Second. in the consumer fully express themselves. fully embody the individual's own value. images. they have chosen is no longer just the practical value of commodities. with theDevelopment of Information Technology and computers more widespread. groups of consumer behavior of college students generally have the following characteristics: 1. a powerful consumer group is also China's present and future of major consumer groups. college students shopping for building site foreground. However. . This paper analyzes the online shopping behavior of college students. digital. like the innovation. this paper analyzes the characteristics of college students online shopping behavior. online shopping. has been widely used all sectors. The online shopping is a positive intention for personal consumption from the action. there is a strong curiosity. At present the proportion of college students in more than 50% of the Internet. high efficiency characteristics. global. and the building of college students made shopping siteAdvice . there is no one specifically for college students of colleges and universities online shopping sites. self-expression of consumer psychology College students are imaginative. but also to be different. 1 Introduction E-commerce with the Internet. college students online consumer behavior analysis Through online Research shows that college students for the current major consumer of China's Internet shopping groups. open. the face of such a huge consumer market. low-cost. and college students how to build shopping site suggested. online virtual store a unique shopping environment so that students can businesses according to their own wishes to challenge. The pursuit of individuality. electronics.college students have a strong interest in online trading. cultural products. at present does not focus on the area of the campus e-commerce company. the campusDevelopment of Electronic Commerce a much larger space. they are fashion.
etc. and thus choose to shop online. The pursuit of convenient. stability. the campus e-business Development space become more extensive. this online shopping to meet college students to pursue affordable psychology. China is carrying out online colleges and universities plan to achieve the campus network model. readily become even more important. consumer groups. the campus is relatively closed. online shopping environments in the future will be more mature and complete. fast consumer psychology Treat time as payment for the modern young people. ecommerce has become theInformation age students to facilitate a pArt of life. the building of the prospect of college students shopping site At present. is relatively concentrated. college students in this trend is driven by consumer sentiment. reflected in the consumer behavior and purchasing need to keep abreast to the latest products. the students grasp of consumer fashion. targeted.2. and thus through the links for quick access to consumers that Web site to complete the shopping. the pursuit of cost-effective and easy-induced psychological. in the shopping in the immediate. Features of consumption for the campus e-commerce development. demonstration effects. plus round-trip journey time. The pursuit of fashion goods consumer psychology New things are emerging in modern society. you can easily access all product Information and prices. convenient. As the market-oriented segmentation. 3. Marketing more effective than other markets. with the era of digital campus. can be carefully selected and shop around. Third. consuming a lot of time consumers. . energy. Campus Market has become a merchant location to enter the market early will be irreplaceable competitive advantages. good effect. while the market is also relatively low operating costs. The pursuit of affordable consumer psychology Online store than traditional stores. and Internet shopping made up for this drawback. Whenever students have entered the site. 4. lower conversion speed on the psychological and social synchronization. it enables students to a more direct understanding of commodities. In addition. Traditional commodity selection process for a short while a few minutes or as long as several hours.
shopping sites building strategies of college students .4.
advocating individuality. such as by academic qualifications can be divided into: post-graduate. should focus on targeted groups of college students to carry out propaganda. vocational students. and to continue to communicate with students to fit the students to solve such problems. therefore. you can often read newspapers and magazines and listen to radio programs on the promotion. but also Sometimes.1. undergraduate. should attach great importance to the efficiency of order processing. Reposted elsewhere in the paper for free download 3. 5. the product trading platform in the purchase. store and display settings should be personalized enough. in sciences. it is necessary and convenient. Note that payment of the safe. play to the network edge The network has the advantage of time and price. . can achieve the purpose of promotional products. Strengthening after-sales service Through the establishment of a set of effective monitoring and feedback processes. to solve some of the problems. logistics and distribution. so that consumers and on-line shop to dress themselves to solve the problem. in the platform to create a dedicated space for traders to make evaluation to enable students to exchange. according to the professional can be divided into: Engineering profession. In a targeted manner to step up publicity to increase the impact Often stArt from the knowledge of consumer behavior. convenient University students should be actively searching for a practical method of payment. many students were willing to use online banking. but also by setting aside a certain space. etc. Pay attention to logistics and distribution. market segmentation College students participating in online trading value of the different factors that can make use of various factors on the breakdown of student groups. you can also put up posters on campus to hold Association. 2. therefore. 6. arts or professional. college students are no exception. activities more directly to the face of organized group activities of college students will have good results. 4. For college students. and most of them in favor of cash on delivery. To establish a platform for personalized Now college students. so the corresponding Internet payment platform for the development should be seriously considering the development of efficient and secure online payment methods a good. and an efficient after-sales service team.
Beijing: the Computer age. In . It’s interesting to see that the British and French online shoppers spent considerably more time than the average European’s 52. Napoleon was wrong. and particularly fashion clothing. has been a surprising e-commerce success. In the early days of e-commerce online purchases were limited to low cost. advocating individuality. (8)  Shao Bing at home: E-Commerce Introduction to [M]. In the UK in 2010. easier to motivate people to establish some positive forging ahead in the culture. that it finally responded to the rapid growth of the online fashion sector by purchasing Shopbop. Clothing. But if “Old Boney” were alive now. 2006. References:  Zhang Weidong: Network Marketing [M]. the campus online shopping shop this way. (often called apparel in the United States). the network Marketing business website building Strategy[J]. Beijing: Electronic Industry Press. The clothing sector. particularly in Europe. 5 Conclusion As the network Technology and communication technology. 2007. it started trading solely as a bookstore in 1995 and it wasn’t until 11 years later. 2007.4 minutes. To establish a good corporate Culture To establish a good. French online shoppers were just behind at 83. How wrong this turned out to be. (2)  Zhang Xiaoqin Lu Yonghe: Based on the shopping site competitive intelligence analysis [J]. we can have full access to student recognition. shoppers want to buy clothes online. it will be an increasing number of college students accepted by the campus market. however. was considered to be an impossible product category to sell online primarily because of the perceived need to try-on garments or shoes before purchase. and easily despatched. there are even broader space for development. The e-commerce giant. and his arrogant underestimation of the British ultimately proved his downfall. of course. it is believed that in the near future. In fact. Beijing: Higher EducationPress. spending just under half an hour – 29. in 2006. eBay’s fashion revenues were 10% higher than any other area of its e-commerce sales. therefore. items like books. The Belgians came last. As the data in the pie chart confirms. is that across Europe people spend the greatest amount of time online shopping for clothing. and looking at the data from this chart.com. CDs and DVDs. 2006.2 minutes. (10) reposted elsewhere in the paper for free download The French Emperor Napoleon I famously called the British “a nation of shopkeepers.1 minutes visiting retail websites.7 minutes – visiting retail websites. What is remarkable.” The reason for this quote: “L’Angleterre est une nation de boutiquiers” was because Napoleon thought Britain was unfit to fight against the military might of France and was cocking a snook. built its success on low cost staple products like books and CDs. (10)  Peng Hui Fang Chi-yun. as the pie chart demonstrates. Beijing: Electronic Commerce. for example. Amazon. as long as the enterprises can apply effective online Marketing Strategy for the development of the campus e-commerce.7. easy to accept the corporate Culture is to promote consumer acceptance and repeat purchase of the most powerful weapon. The recent comScore data derived from European Internet behaviour shows that in the month of January this year an average UK online shopper spent 84. college students in youth flying. he’d be right in stating that: “Britain is a nation of online shoppers.” And he’d have to admit that France is not far behind.
but unfortunately it still only offers free returns to customers in the United States and not to Europeans. . clothing return rates can run at 10%-30% of sales. This is surprising as Amazon’s usually on the ball. Typically. I don’t expect it to be a great success in Europe. or stores like Marks & Spencer. Perhaps it’s only the supermarket clothing brands like George at ASDA (Wal*Mart). It also clearly helps the online clothes sales of established high street stores like Monsoon. In fact free returns have been a major contributor to the rapid growth of popular online fashion retailers like asos. which have less need to offer free delivery for returning unsatisfactory garments: With a multiplicity of stores there is always somewhere within a comparatively short distance where the garment can be returned for a swap or a refund. So until Amazon’s Shopbop starts offering free returns on clothes. so providing free returns is a major cost for online retailers but they clearly make enough profit to cover it.the last month (April 2011) the Shopbop website has undergone a major redesign. It must know that it’s been the free returns policy that has been the key driver behind the exponential increase of online fashion purchases as it overcomes the inconvenience of not being able to try on a garment before buying it.com.