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International Journal of Consumer Studies ISSN 1470-6423

Conflicting attitudes and scepticism towards online

shopping: the role of experience ijcs_945 338..347

Didier Soopramanien
Department of Management Science, Lancaster University Management School, Lancaster University, Lancaster, UK

Keywords
Experience, Internet shopping, risk
perception, scepticism.
Correspondence
Didier Soopramanien, Department of
Management Science, Lancaster University
Management School, Lancaster University,
Lancaster LA1 4YX, UK.
E-mail: d.soopramanien@lancs.ac.uk
doi: 10.1111/j.1470-6431.2010.00945.x
Abstract
Researchers typically study how levels of risk perception about online shopping affect
whether and how consumers use the channel to buy products. In this paper, we propose to
study how different types of attitudes towards online shopping are formed when consumers
consider both the benefit and the risk of using the Internet to do their shopping. We consider
the possibility that general types of attitudes are formed when consumers’ perception of the
risk and the benefit of using online shopping conflict. We pay particular attention to the
concept of online shopping scepticism where consumers may fully realize the benefit of
using the Internet to do their shopping, but also express a certain level of concern about the
risk of using that channel. In the risk literature, researchers have shown that experience and
increased exposure to a particular technology usually involves the accumulation of more
and better knowledge that in turn may lead to a reduction in the perception of the risks
involved. In this research, we also explore the role of experience in the context of con-
sumers’ intention to use online shopping. More specifically, we postulate that online
shopping experience has a direct effect as well as an indirect effect on the intention to use
online shopping. Experience with online shopping directly increases the consumer’s inten-
tion to use the Internet to buy products but it also reduces the degree of scepticism and risk
aversion, and that in turn, also increases the intention to use online shopping.

1. Introduction
Research by academics and in the related business press indicate
that an increasing number of consumers are using the Internet to
buy products particularly so in developed markets where both
Internet adoption and usage continues to rise (see Goode and
Harris, 2007; Soopramanien and Robertson, 2007; Hansen, 2008).
Researchers have studied why some consumers use the Internet to
do their shopping, whilst others prefer to use in-store shopping
and this literature is now quite established (Teo, 2006). Research
interest is now starting to focus on studying how consumers
intend to use online shopping. Typical research questions include,
for example, whether consumers only browse online or both
browse and shop online and how the availability of online shop-
ping is affecting the number of shopping trips that consumers are
making in stores (see Balasubramanian et al., 2005). Retail indus-
try experts and business columnists are claiming that online shop-
ping is now ‘mainstream’ and often cite the rising proportion of
consumers who shop online as the main indicator of that trend. A
better indicator is to look at the proportion of shopping that con-
sumers are doing online, as opposed to offline, and the extent to
which online shopping is replacing in-store shopping. Research
by Silicon.com cited on the Business Week website (posted on 18
July 2008) stated that 20% of shopping was being conducted
online in the UK. Weltevreden (2007) reports data that show that
online shopping accounts for less than 5% of total retail sales in
the UK, Germany and the US. The Internet has the potential to
significantly impact on the way in which consumers go about the
activity of shopping (Weltevreden, 2007). For some consumers,
the availability of online shopping as an alternative channel may
lead them to purchase less from physical stores and/or only use
them to gather product information and then buy online. For other
groups of consumers, the Internet will not significantly affect how
they do their shopping. The extent to which different groups of
consumers will use the Internet to buy products will have a sig-
nificant impact on the retailing and the business models of many
retailers.
In the literature, there is a lot of attention that is devoted to
studying the risks of buying products on the Internet. Compared
with buying products in a store, consumers have to deal with
different sorts of risks if they decide to use online shopping. For
example, when consumers are buying products online they cannot
physically examine them or cannot test whether these products
actually work until they receive them. The interpersonal nature of
the exchange process where consumers have to share personal
information with people whom they will probably never meet or
know very little about also increases the risk of buying products
online [Riegelsberger et al., (2005)]. Despite the fact that the
existing literature refers to and studies the benefits of online shop-
ping, the discussion usually tends to concentrate on the risk or the
perceived risk as a barrier to consumer’s adoption and usage of
Internet shopping.

338 International Journal of Consumer Studies 35 (2011) 338–347

© 2010 Blackwell Publishing Ltd

D. Soopramanien
Researchers have found that some individuals may not only
realize the benefits of a new technology or ‘something new’, but
may also simultaneously reveal a significant level of concern about
the risks involved (Alhakami and Slovic, 1994; Sjöberg and
Fromm, 2002). Sjöberg and Fromm (2002) in their study on indi-
viduals’ perceptions of the risk of information technology state
that ‘people are of course not neglecting the benefits of new
technologies, and there is a large variation among persons in how
these technologies are perceived. . . . Risks associated with new
technologies are related to the expected benefits of the technol-
ogy’. Scepticism as a type of attitude is where consumers not only
recognize and appreciate the benefits of using a new technology,
but also simultaneously show concern for the risks associated with
its use. These authors also contend that some individuals will use
information technology with ‘enthusiasm’, but others may be so
concerned about the risks that they cannot even acknowledge the
benefits. In this paper, we explore whether such types of attitudes
and the way in which such attitudes are formed can also be con-
ceptualized in the context of online shopping. That is, instead of
studying the effects of perceived risks and perceived benefits of
online shopping separately, we seek to uncover any potential rela-
tionship between these two attitudinal variables which, we hypoth-
esize, leads to the formation of general types of attitudes towards
online shopping. General types of attitudes towards online shop-
ping are formed when consumers think about both the risks and
the benefits of online shopping. Of course, different groups of
consumers will associate different levels of risks with different
levels of benefits (and vice versa), which as we explain later, also
impacts on consumers’ intentions to use the Internet when they
have to buy products.
In this paper, we also investigate whether the numbers of years
of experience of online shopping, which in a certain sort of way
captures the ‘learning by doing’ effect has an impact on (i) attitude
formation towards online shopping and (ii) consumers’ intention
to use online shopping when they have to buy products. Rogers
(1995) proposed a segmentation framework where we can differ-
entiate between the early and the late adopters of new technolo-
gies. The framework developed by Rogers (1995) has also been
adapted to study how different groups of adopters (early and late)
use and engage with innovative technologies (see for example
Ram and Hyung-Shik, 1994). This study found that individuals
with more positive attitudes towards new technologies are first to
adopt, are more frequent users and perceive that such technologies
have affected the manner in which they go about their daily activi-
ties. We here employ a similar approach to investigate if the
numbers of years of online shopping experience – which allows us
to differentiate between early and late adopters of internet shop-
ping – affect the manner in which different groups of individuals
form their beliefs about both the risks and the benefits of online
shopping. We then study if the different types of attitudes affect
how consumers feel about using the Internet when they have to
buy products.
The remainder of this paper is organized as follows. In the
second section of the paper, we conceptualize and contextualize
the main hypotheses of the paper whilst reviewing the related
literature. The data that we use in the research is described in the
third section and the empirical discussion is in section 4. In the last
section, we present our concluding thoughts and research impli-
cations of the paper.
International Journal of Consumer Studies 35 (2011) 338–347
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Online shopping attitudes
2. Contextualization and
conceptualization of research
The Theory of Reasoned Action (Fishbein and Ajzen, 1975) pos-
tulates that by understanding individuals’ beliefs and attitudes
about an action, we can predict their choices and actions. Indi-
viduals’ beliefs will influence how attitudes are formed. Different
groups of individuals have different attitudes towards different
alternatives that will influence the choices that they make. This
theoretical framework has also been used in consumer behaviour/
marketing and has also been applied to investigate how different
consumers engage with online shopping.
Bauer (1960) is credited to have been the first to draw our
attention to the fact that the activity of purchasing products will
naturally involve taking risks and that consumers will usually
prefer to avoid risky choices or actions. Preference for the least
risky option may involve the purchase of a trusted brand of a
product instead of the lesser well known brand. Forsythe and Shi
(2003) study the relationship between the multi-dimensional con-
struct of perceived risk of online shopping and how consumers use
online shopping. In their research, they show, for example, that
perceived financial risk, which effectively measures consumers’
perception of the risk of conducting transaction online, negatively
impacted on their intention to buy products on the Internet and
their frequency of usage and the amount spent online. Other vari-
ables that define the risk of online shopping were also accounted
for in their study. Shih (2003) proposes that consumers’ attitudes
towards online shopping influence whether they will accept the
Internet as a shopping channel. The author finds that what con-
sumers feel they can do online, in terms of shopping related
activities, and whether they think that using the Internet will lead
to a good instead of a bad shopping experience will increase their
acceptance of the Internet as a shopping channel. Hansen (2008)
studies how different groups of consumers form attitudes towards
online grocery shopping and their propensity to adopt and use the
Internet to buy groceries. The results of his study indicate that
different groups of consumers, who are differentiated on the basis
of their personal values, have heterogeneous levels of perceptions
about how difficult or easy or convenient online grocery shopping
is, and this explains if they are going use the Internet to buy
groceries.
Despite the extensive body of work on perceived risk and online
shopping behaviour [see Chang et al. (2005) for an extensive
review], there is little attention that has been given to uncovering
whether it is possible that a consumer may form a general type of
attitude towards online shopping when he/she has to consider both
the perceived risks and the perceived benefits of using the Internet
to buy products. In the literature, it is typical to study these two
variables separately. In our research, we ask, for example, whether
a consumer can have a positive attitude towards online shopping
such that he or she may express that using the channel is conve-
nient, but importantly, also has a negative attitude thereby reveal-
ing and recognizing that it is risky to use the Internet to do his/her
shopping. Related to that and interestingly, we pose the question
whether there are cases when negative attitudes about online
shopping may conflict with and even dominate the positive
attitudes. Or, are there groups of consumers that have overwhelm-
ingly positive attitudes about online shopping such that they state
that it is both convenient and not risky to shop online?
339

Online shopping attitudes
Prospect theory (Kahneman and Tversky, 1979) postulates that
we need to study how individuals weigh the potential benefits and
losses of alternatives that are being considered. Prospect theory is
related to the core debate in this paper in that this theory also
proposes that there is a relationship between the risks and the
benefits of the different choices. Different groups of consumers
will attach different weights to both the benefits and the risks of
the alternatives. This process of weighting the benefits and risks
implies that consumers are simultaneously thinking about the per-
ceived risk and the perceived benefit of each alternative before
taking a decision. Consumers who have a negative attitude towards
a particular alternative may think that it is more risky than what it
actually is. This also means that individuals may underestimate the
benefits of that option and choose what they consider to be a safe
option when in fact the latter may well be potentially less benefi-
cial than other choices.
To contextualize and illustrate the relevance of these proposi-
tions in this research, let us assume that a consumer is considering
buying a particular product online from a retailer. The local store
down the road is also selling that same product but at a higher
price. Furthermore, let us assume that the consumer has never
heard of that online retailer. So, on the one hand, the consumer
does not want to miss out on a good deal, but on the other hand, is
weary of buying from an unknown retailer online. Different
groups of consumers depending on how they feel about the risks
and benefits of online shopping will act differently in this situa-
tion. Some groups will consider both options, online and in-store
shopping, whilst those who put more emphasis on the risk may not
even consider the offer from the online store. Note that we have on
purpose not explicitly discussed the difference in the price offer
between the online store and the local store. It can be argued that
if the price difference is significant, then the consumer may be
willing to take the risk to buy from an unknown retailer. The
impact of the price difference on the channel choice is itself an
interesting research question that illustrates that the choice is not
as simple; this particular research question is beyond the scope of
the research problem that is posed in this paper.
We also study whether the numbers of years of online shopping
experience moderate the degree to which consumers form conflict-
ing types of attitudes about both the risks and the benefits of
Internet shopping. Barnett and Breakwell (2001) contend that
experience plays an important role in the accumulation of knowl-
edge and that this leads to a reduction in of the perception of risk.
We propose a similar hypothesis regarding the role of experience
in the context of online shopping such that we expect that the early
adopters of online shopping compared with those who adopt later
will have more positive attitudes towards online shopping.
We conceptualize attitude formation towards online shopping
and consider two broad constructs: perceived risk and perceived
benefit. In Fig. 1, the perceived risk of online shopping is repre-
sented on the horizontal axis and similarly perceived benefit is
represented on the vertical axis. To simplify our exposition, we
assume that the attitude towards the benefit of shopping online
varies between convenient and inconvenient, and similarly, the
attitude towards the risk of shopping online varies between risky
and safe. The way in which different groups of consumers weigh the
risks and benefits effectively leads to the contention that there exist
four main attitudinal segments that are represented by the four main
quadrants in Fig. 1. The general attitude towards online shopping is
340
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D. Soopramanien
Internet
Shopping is
Convenient
Convenient
Q2
Q1
Internet
Shopping
Safe is Risky
Risky
Q3 Q4
Inconvenient
Figure 1 Two-dimensional representation of perceived risk vs. conve-
nience of Internet shopping.
defined by the relationship that exists between the perceived risk
and the perceived benefit of online shopping as represented in each
quadrant. In quadrant 1 (Q1), we have consumers who recognize
the benefit of online shopping but are sceptical in that they also
acknowledge that it may be risky to use that channel to do their
shopping. In quadrant 2 (Q2), we have consumers who, using the
terminology of Sjöberg and Fromm (2002), are enthusiastic about
online shopping. Their general attitude is that Internet shopping is
perceived to be both safe and convenient. In quadrant 3 (Q3), we
have consumers who feel that online shopping is safe but are yet to
be fully convinced about how convenient it is to use that channel.
These groups of consumers also have a sceptical attitude towards
online shopping but their scepticism is of a different kind to those in
Q1 in that it relates to the benefits of online shopping. In quadrant
4 (Q4), we have those groups of consumers who are non-
enthusiastic about online shopping in that they perceive that online
shopping is both inconvenient and risky. Of course, within each of
these four quadrants, it is possible to have different segments of
consumers depending on the degree to which different groups
perceive that Internet shopping is risky (or safe) and convenient (or
inconvenient). At this stage, we can propose the main hypothesis of
the paper that those consumers who are enthusiastic about online
shopping have more intentions to use online shopping compared
with those who are sceptical or non-enthusiastic.
We also investigate the effect of online shopping experience and
how this variable affects, first, how consumers develop and form
general attitudes about Internet shopping, and second, how they
intend to use the channel when they have to buy products. Con-
sumers may learn more about a particular technology if they use it
more frequently. Therefore, a potential outcome of online shop-
ping experience, through learning, is a better understanding of
both the risks and the benefits that then may possibly lead con-
sumers to become more enthusiastic (and less sceptical) about
using the Internet to buy products. This relationship is depicted in
International Journal of Consumer Studies 35 (2011) 338–347
© 2010 Blackwell Publishing Ltd

D. Soopramanien
Attitude
towards
Non -
online enthusiastic
shopping
Scepticism
Enthusiasm
Online shopping
experience (i.e. time)
Figure 2 Effect of online shopping experience on attitude towards
online shopping.
Fig. 2. We represent the numbers of years of experience of online
shopping on the horizontal axis and we depict the level of scepti-
cism on the vertical axis.
The main contentions of the research are summarized and
depicted in Fig. 3. In the literature, researchers have studied the
effect of attitudes towards online shopping but have typically
considered the effects of perceived risk and perceived benefit
towards online shopping separately. We propose that different
types of general attitudes towards online shopping are formed
when consumers think about both the risks and the benefits of
using the Internet to do their shopping. These different types of
attitudes in turn affect the consumer’s intention to use online
shopping. We propose that a conflicting type of attitude such as
scepticism towards Internet shopping will reduce the consumer’s
intention to use the channel and that enthusiasm towards online
shopping, on the other hand, will have the opposite effect. We also
empirically study the role of online shopping experience. We
postulate that online shopping experience directly and indirectly
impacts on the consumer’s intention to use the channel when they
have to buy products. The direct effect is quite obvious in Fig. 3
and we hypothesize that online shopping experience increases the
consumer’s intention to use the channel. Online shopping experi-
ence indirectly affects consumers’ intention to use online shop-
ping through its effect on the type of attitude that consumers form
about the channel. In this context, we contend that online shopping
experience will reduce the likelihood that consumers will develop
conflicting attitudes with regard to both the risk and the benefit of
using online shopping, and if that is the case, they are also more
likely to use online shopping when they have to buy products.
3. Data
The data that we use for this research was gathered using postal
surveys in England (UK). The surveys were sent to residents in
two regions (i) Lancaster and Morecambe (in the Northwest of
England) and (ii) Brighton and Hove (in the South of England) in
the UK. A sample of 5000 (2500 in each area) surveys were sent
to residents in these two areas where we selected potential respon-
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Online shopping attitudes
dents by random sampling from postcode information. The post-
code information was obtained from a database of residential
address from a company called UK info. A recent report by the
telecommunications regulator, OFCOM (published on the 28 of
August 2007), indicated that 56% of residents in the Northwest
had Internet access, and 65% and 69% of residents had Internet
access in the southeast and southwest respectively; thus, highlight-
ing why we targeted residents in these two areas. We received
1221 postal surveys back. The survey topics focused around the
use of information technology and usage of online shopping. We
did not use all the survey questions from the survey and the readers
of the paper are more than welcome to contact the author if they
wish to see and read a copy of the survey that was used.
Due to missing data on key variables that we intend to use in this
research, we end up with 705 usable cases. The demographic
profile of the respondents in our sample is described in Table 1.
Comparable national data on online shopping demographics is
unavailable given that in this paper we focus exclusively on online
shoppers. The distribution spread across these demographic vari-
ables does not indicate that any degree of skewness in the data will
affect the analysis.
Other than the demographic data, we also use the following
information from the survey (i) consumer’s ratings on both the
perceived risk and benefit of shopping online, (ii) when did each
consumer first start to shop online? This is to obtain information
on experience with online shopping and (iii) consumers’ percep-
tion of how they feel that the Internet has changed the way they
buy products. The survey questions that were used to capture
information on these variables are shown in the appendix.
We discuss and comment on the distribution of the variables for
perceived risk and perceived benefit of online shopping in the next
section of the paper. The frequency distribution for the variable
online shopping experience is shown in Table 2. We note here that
about 6 out of 10 respondents have at least 2 years of online
shopping experience. General intention to use the Internet to buy
products is shown in Table 3. It is here interesting to note that, in
spite of the fact that the entire sample consists of online shoppers,
86 out of 705 respondents still felt that online shopping has not
changed the way they buy products.
4. Empirical analysis and discussion
The perceived benefit of online shopping is measured by the
variable ‘Internet shopping is very convenient’ and the perceived
risk is measured by the variable ‘Internet shopping is risky’. The
distribution of the two variables is shown in Fig. 4. Given that all
the respondents are online shoppers, it is not surprising to find that
about 87% of them state that they either agree or strongly agree
that online shopping is convenient. Interestingly, however, we
observe from Fig. 4 (and Table 4) that about only 37% of respon-
dents either disagree or strongly disagree that Internet shopping is
risky. In fact, the majority of respondents (41%) are unsure as to
whether Internet shopping is risky. This has to be contrasted with
87% who stated that Internet shopping is convenient. These initial
sets of results would give a first impression that some individuals
realize the benefits of using online shopping, but are also very
much concerned about the risks. Table 4 provides a cross tabula-
tion of the two variables ‘Internet shopping is very convenient’ and
‘Internet shopping is risky’, respectively, where we can observe
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Online shopping attitudes D. Soopramanien

Perceived risks
of online shopping

General attitude Level of intention

towards online shopping to use
online shopping
Perceived benefits
of online shopping

Years of experience
with online shopping Figure 3 Conceptual framework of the
research.

Table 1 Demographic profile of respondents Table 3 Engagement with online shopping

Annual Income in £ Frequency % Frequency %

less or equal to 14 999 294 41.70 The Internet has not changed the way I buy 86 12.20
Between 15 000 and 26 249 248 35.18 products
Between 26 250 and 37 499 103 14.61 The Internet has partly changed the way I buy 348 49.36
Equal to or greater than 37 500 60 8.51 products
Total Cases 705 100 The Internet has definitely changed the way I 271 38.44
buy products
Age
Total Cases 705 100
18 to 34 122 17.30
35 to 44 181 25.67
40 to 49 182 25.82
50 to 54 95 13.48 shopping is convenient, but also agree or strongly agree that shop-
55 and older 125 17.73 ping in this way is risky. From Table 4, we note that there are also
Total Cases 705 100 other groups of consumers who are unsure about how convenient
or risky online shopping is. That is, 332 (out of 705) consumers
Gender
neither agree nor disagree with the statements that relate to
Female 343 48.65 whether Internet shopping is risk and Internet shopping is conve-
Male 362 51.35 nient. We also note that, from this group, some consumers are
Total Cases 705 100 unsure about how risky online shopping is but do state that they
think it is convenient.
In the previous section, we have proposed some hypotheses
about the types of attitudes that can be derived from the relation-
Table 2 Online shopping experience
ship that exists between both the perceived risk and the perceived
Frequency % benefit of online shopping. To find out if such types of attitudes
can be extracted from the data and from the cross tabulations in
Less than a year 101 14.33
One year but less than 2 years 175 24.82
Table 4, we apply cluster analysis; in particular the k-means
2 years but less than 3 years 189 26.81 cluster analysis [see Iacobucci and Churchill, (2010) chapter 18].
More than 3 years 240 34.04 We are not going to provide a full theoretical discussion of this
Total Cases 705 100 technique here but we are going to describe how it has been
employed in our research. In employing cluster analysis, we aim to
classify consumers with similar attitudes in the same clusters (or
segments). We are going to use the two variables ‘Internet shop-
other interesting patterns that relate to forms of attitudes towards ping is very convenient’ and ‘Internet shopping is risky’ to classify
online shopping that have been described in section 3. Some the consumers in different segments. When applying k-means
consumers reveal that they either agree or strongly agree that cluster analysis one has to start by defining an initial number of
online shopping is convenient and they also strongly disagree or clusters (or segments). Meaningful clusters are arrived at based on
disagree that online shopping is risky (250 out of 705 cases). We the numbers of cases in each cluster and we should also be able to
can contrast this group with those consumers (114 out of 705 justify that the segments are different to each other. Based on the
cases) who are sceptical about online shopping in that they recog- two variables, for each cluster we need to identify a cluster centre
nize that online shopping is convenient, but also acknowledge that (typically the mean) such that cases that are close to that centre
it may be risky to use the channel to buy products. These are belong to that cluster. The process is recursive and interactive in
respondents who not only either agree or strongly agree that online the sense that cases will move from one cluster to another (based

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D. Soopramanien Online shopping attitudes

Figure 4 Internet shopping is convenient and

internet shopping is risky.

Table 4 Cross tabulation of Internet shopping is convenient and Internet shopping is risky (percentages in brackets)

Internet shopping is convenient

Strongly Disagree Neither Agree Strongly Total

Internet shopping is Risky Disagree Agree/Disagree Agree

Strongly Disagree 0 (0.00) 0 (0.00) 0 (0.00) 5 (0.71) 19 (2.70) 24

Disagree 0 (0.00) 1 (0.14) 7 (0.99) 147 (20.85) 79 (11.21) 234
Neither Agree/Disagree 1 (0.14) 3 (0.43) 39 (5.53) 190 (26.95) 59 (8.37) 292
Agree 0 (0.00) 5 (0.72) 30 (4.26) 85 (12.06) 21 (2.98) 141
Strongly Agree 1 (0.14) 2 (0.28) 3 (0.43) 6 (0.85) 2 (0.28) 14
Total cases 2 11 79 433 180 705

on how far or near they are to the cluster centre) until no better Table 5 Online shopping attitudinal segments
classification can be found. We start the process by specifying five
Cluster Representation
clusters as an initial step to find the number of clusters. One of the
Frequency % Centre in Figure 1
key rules of cluster analysis is that clusters should contain reason-
able number of cases so that useful analysis on the segments can Enthusiasts 309 43.83 C3 Q2
be carried out. One of the five clusters contained only five cases, so Mildly sceptical 237 33.62 C2 Q1
we consider four clusters. Sceptical 114 16.17 C4 Q1
The next stage, once the clusters have been identified, is to Non-enthusiasts 45 6.38 C1 Q4
provide some descriptions and ‘behavioural meaning’ to each of Total Cases 705 100
the different clusters. In cluster 1, we have consumers who, com-
pared with the other groups in other clusters, find Internet shop-
ping to be inconvenient and are also likely to perceive using the ception between consumers in these two clusters. Those in cluster
channel risky. This would match the description of the type of 3 are considered to have an enthusiastic type of attitude towards
attitude in Q4 in Fig. 1. Consumers in cluster 1 (quadrant 4 in online shopping in that they consider online shopping to be con-
Fig. 1) can be defined as displaying a non-enthusiastic attitude venient and not risky compared with other groups of consumers.
towards online shopping. Consumers in clusters 2 and 4 respec- These consumers would be in Q2 of Fig. 1. The results indicate
tively, rate online shopping as being convenient, but also that we do not have a group of consumers who are in Q3 of
acknowledge that it is risky to shop online. Both these groups of Fig. 1; those that find online shopping safe but inconvenient. This
consumers would be in the first quadrant of Fig. 1. However, is not unsurprising given that we are exclusively dealing with a
consumers in cluster 2 have lower perceptions of the risk of sample of online shoppers.
online shopping than those in cluster 4. For this reason, we We shall refer to these four clusters as attitudinal segments and
describe those consumers in cluster 4 as being sceptical about the number of consumers in each segment in shown in Table 5. In
online shopping, but those in cluster 2 are mildly sceptical that same table, we also provide the cluster centres for each of the
because of difference in their risk perception. One can argue here four segments and where they would be represented in Fig. 1. In
that we could merge clusters 2 and 4 respectively (hence have terms of the level of intention to use online shopping, there is an
three clusters instead of four), but we should note that it would be order regarding the type of attitude towards online shopping. That
inappropriate to do so based on the difference in their risk per- is, the ordering or reordering of the attitudinal segments in Table 5

International Journal of Consumer Studies 35 (2011) 338–347 343

© 2010 Blackwell Publishing Ltd

Online shopping attitudes
Table 6 Analysis of variance results
Internet shopping is very convenient Between Groups
Within Groups
Total
Internet shopping is risky Between Groups
Within Groups
Total
Table 7 Clusters in each cluster
Cluster Centres (mean of each variable) for each cluster
C1 C2 C3 C4
Internet shopping is risky 4.04 2.97 2.11 4.07
Internet shopping is very 2.69 3.80 4.51 4.20
convenient
Note: The scale for these variables varies from 1 (strongly disagree) to
5 (strongly agree).
reflects how the different types of consumer attitudes towards
online shopping may affect how different groups of consumers
intend to use online shopping. So, for example, those consumers
who are mildly sceptical about online shopping are more likely to
use and engage with online shopping than those who are sceptical
as the latter group of consumers are more concerned about the
risks than the former group. However, these two groups are less
likely to engage with online shopping than those who display an
enthusiastic attitude towards online shopping.
In order to provide some form of validation regarding the use of
these four segments, we conducted an analysis of variance
(ANOVA) for the two variables (risk and benefit). The results of
the ANOVA are shown in Table 6. The results show that generally
the ratings of perceived risk and benefits, respectively, differ sig-
nificantly across the four segments. If we refer back to Table 7, we
observe the differences between the means of the segments. To
complement the ANOVA results in Table 6, we conduct the post
hoc Tukey’s test to compare the means of the two variables
between any two segments. These post hoc tests are shown in
Table 8. The differences between the means of the variables are
shown in the fourth column of Table 8. The test results for the
variable ‘Internet shopping is convenient’ are significant between
any two segments. The results for the variable ‘Internet shopping
is risky’ indicate that the test is insignificant only between non-
enthusiasts and those consumers whom we have described as
being sceptical about online shopping. This is not surprising given
the discussion in the previous paragraph on the definitions of the
segments and if we look at the means of these two variables for the
two segments in Table 7. The results indicate that non-enthusiasts
are similar to those consumers who are sceptical about online
shopping only in their risk perception, but these two groups of
consumers are significantly different to each other in their percep-
tion of the benefit of using the channel.
Having identified the attitudinal types of behaviour, we next
study if we can explain if the different types of attitudes are
344
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D. Soopramanien
Sum of Squares df Mean Square F Sig.
163.929 3 54.643 256.198 0.000
149.512 701 0.213
313.441 704
404.773 3 134.924 908.434 0.000
104.115 701 0.149
508.888 704
associated with specific characteristics of consumers. Chang et al.
(2005) conducted a meta-analysis of the literature on online shop-
ping and found that researchers have studied the impact of demo-
graphic variables on adoption levels of online shopping. This would
typically enable researchers to identify which demographic groups
are more or less likely to use online shopping. In this research, we
also wish to investigate if the demographic variables can explain if
and why different groups of consumer have different attitudes
towards online shopping. Other than studying the impact of the
demographic variables, we also intend to explore if online shopping
experience affects the way in which consumers form attitudes
towards online shopping. Chang et al. (2005) also find that
researchers have also studied how attitude towards online shopping
affect how consumers use the channel. It is important to highlight
here that the conceptualization of the different types of attitudes
towards online shopping that is used in this research is different to
what is commonly found in the literature.
To study the how these different variables affect attitude forma-
tion towards online shopping we employ regression modelling.
The dependent variable here is defined by the different attitudinal
segments in Table 5. The explanatory variables are the demo-
graphic variables (age, income and gender) and online shopping
experience. As we have explained above the dependent variable is
ordinal and we therefore are effectively estimating an ordinal
regression model. The regression modelling exercises are con-
ducted in SAS enterprise miner. The ordinal regression method
can be represented by the following equation:
⎡ P (Y = j x1, x2, . . . x p ) ⎤
ln ⎢ ⎥ = a j + β1 x1 + β 2 x2 +  + β j x j
⎣ P (Y = 0 x1, x2, . . . x p ) ⎦
for j = 1 . . . J
Y represents the dependent variable that defines the j attitudinal
segments that are depicted in Table 5. xj represents the explana-
tory variables. The model depicted above is the log odds ratio and
for ordinal regression we have an identical effect of bj for unit
change in predictor xj across all the cumulative probabilities. We
also have to note that all the explanatory variables in the model
are categorical, which means that for each of them we have a
reference category. We apply the stepwise algorithm for the
ordinal regression model such that only those factors that signifi-
cantly explain and discriminate between the different segments
are included.
The results of the ordinal regression model for the attitudinal
segments are shown in Table 9. We note from that table that the
variables age and online shopping experience, respectively, sig-
nificantly explain how different groups of consumers will form
International Journal of Consumer Studies 35 (2011) 338–347
© 2010 Blackwell Publishing Ltd
 14706431, 2011, 3, Downloaded from https://onlinelibrary.wiley.com/doi/10.1111/j.1470-6431.2010.00945.x by Indian Institute Of Management Lucknow, Wiley Online Library on [22/11/2022]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
D. Soopramanien Online shopping attitudes

Table 8 Tukey post hoc comparison test

Segment (i) Segment (k) Mean Difference (j-k) Std. Error Sig.

Internet shopping is Enthusiasts Non-enthusiasts 1.82 0.07 0.00

convenient Mildly sceptical 0.71 0.04 0.00
Sceptical 0.31 0.05 0.00
Mildly sceptical Non-enthusiasts 1.11 0.08 0.00
Enthusiasts -0.71 0.04 0.00
Sceptical -0.40 0.05 0.00
Sceptical Non-enthusiasts 1.51 0.08 0.00
Mildly sceptical 0.40 0.05 0.00
Enthusiasts -0.31 0.05 0.00
Non-enthusiasts Mildly sceptical -1.11 0.08 0.00
Enthusiasts -1.82 0.07 0.00
sceptical -1.51 0.08 0.00

Segment (i) Segment (k) Mean Difference (I-K) Std. Error Sig.

Internet shopping is Enthusiasts Non-enthusiasts -1.93 0.06 0.00

risky Mildly sceptical -0.85 0.03 0.00
sceptical -1.96 0.04 0.00
Mildly sceptical Non-enthusiasts -1.08 0.06 0.00
Enthusiasts 0.85 0.03 0.00
Sceptical -1.10 0.04 0.00
Sceptical Non- enthusiasts 0.03 0.07 0.98
Mildly sceptical 1.10 0.04 0.00
Enthusiasts 1.96 0.04 0.00
Non-enthusiasts Mildly sceptical 1.08 0.06 0.00
Enthusiasts 1.93 0.06 0.00
Sceptical -0.03 0.07 0.98

Table 9 Ordinal regression model for attitudinal segments (sample of results generally show that younger consumers are more likely to
705 cases) display an enthusiastic type of attitude towards online shopping
and are less likely to be either sceptical or non-enthusiastic about
Variables levels Estimate Std. Error Sig.
using the channel compared with older consumers. For example,
Threshold Non-enthusiasts -3.01 0.24 0.00 the parameter effect of being a consumer in the age range 18–34
Sceptical -1.52 0.21 0.00 increases the log odds ratio of displaying less sceptical attitude
Mildly sceptical 0.05 0.20 0.79 towards online shopping is 0.57 whilst for a consumer in the age
Age 18 to 34 0.57 0.24 0.02 range 50–54 the parameter effect is 0.20 and insignificant com-
35 to 44 0.71 0.22 0.00
pared with the reference category of consumers who are 55 and
40 to 49 0.06 0.21 0.78
older. We note that online shopping experience increases the
50 to 54 0.20 0.25 0.44
likelihood that consumers will display an enthusiastic type of
Online Less than a year -1.26 0.22 0.00
attitude towards online shopping. If we compare the parameter
shopping One year but less -0.80 0.19 0.00
effects for online shopping experience, we note, for example, that
experience than 2 years
2 years but less than -0.54 0.19 0.00
those who have one year or less than 1 year of online shopping
3 years experience are significantly more likely to have a non-enthusiastic
attitude towards online shopping compared to those who have 3 or
more years of online shopping experience.
One of the main hypotheses of the paper is that we postulate that
their attitudes towards online shopping. The overall prediction rate the different types of attitudes towards online shopping, the way in
of the model is 47.52 and the Chi-square test that compares the which these attitudes are formed, and the numbers of years of
likelihood ratios with and without the explanatory variables is online shopping experience will influence how consumers per-
significant (value of test 56.52, degrees of freedom 7). As is the ceive that the Internet has affected the way in which they buy
case with such types of models, we have to interpret the effects of products. In Table 3, we describe the responses of consumers
the variables with respect to a reference category which in this when asked how they felt that the Internet has changed the way in
case represents those consumers who display an enthusiastic type which they buy products. We employ regression modelling to find
of attitude towards online shopping. The coefficients for the out if consumers’ level of intention to use the Internet to buy
ordinal regression model are interpreted as the effect on the log products can be explained by their general attitudes towards online
odds for each category that defines the dependent variable. The shopping and online shopping experience. We also control for the

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© 2010 Blackwell Publishing Ltd
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Online shopping attitudes D. Soopramanien

Table 10 Ordinal regression for intention to use online shopping Internet will change the way in which the buy products. The log
(sample of 705 cases) odds ratio effect for those with less than 1 year of online shopping
experience is almost twice the effect for those who have between
Variables Levels Estimate Std. Error Sig.
2–3 years of online shopping experience compared with the ref-
Threshold Not changed -3.23 0.35 0.00 erence category of those with 3 or more years of experience.
Partly changed -0.40 0.33 0.23 We summarize the findings by connecting the empirical findings
Age 18 to 34 0.68 0.26 0.01 described above to the main contentions of the research. The results
35 to 44 0.51 0.24 0.03 support the contention that it is important to recognize that con-
40 to 49 0.57 0.23 0.01
sumers form an attitude about online shopping by considering both
50 to 54 0.18 0.27 0.50
the risk and the benefit of online shopping, and that the relationship
Online Less than a year -1.20 0.25 0.00
between these two variables affects the intention to use the channel.
shopping One year but less than -1.00 0.20 0.00
We also need to highlight the effect of online shopping experience
experience 2 years
that both directly and indirectly affects how consumers intend to use
2 years but less than -0.67 0.20 0.00
3 years
online shopping. We find that the more experienced online shoppers
Attitude Non- enthusiasts -1.93 0.33 0.00 are more likely to use the channel than those have less experience.
Sceptical -0.82 0.22 0.00 Our results also indicate that online shopping experience also
Mildly sceptical -0.79 0.18 0.00 indirectly influences the intention to use online shopping through
Income Less or equal to 14 999 -0.59 0.29 0.05 its effect on consumer attitudes towards the channel. Those con-
Between 15 000 and 0.03 0.29 0.92 sumers with more years of experience with online shopping are
26 249 more likely to develop an enthusiastic attitude towards online
Between 26 250 and -0.12 0.33 0.70 shopping and are also less likely to form conflicting types of
37 499 attitudes towards the channel. This, in turn, increases the consum-
er’s intention to use the Internet to do their shopping.
We also have to note the effect of the demographic variable age.
From the two regression models, the results suggest that older
effect of the demographic characteristics as was the case in the consumers are unlikely to form favourable and non-conflicting
regression model above. We here also employ ordinal regression attitudes towards online shopping, and as a result, they perceive
modelling where the dependent variable defines each individual’s that the Internet is less likely to have an impact on their shopping
response about their intention to use online shopping. Ordinal behaviour compared with younger consumers. If we look at the
regression modelling is used here since the dependent variable is significance levels and the magnitude effects of the coefficients of
ordered depending on how each consumer feels that the Internet the variables from the two ordinal regression model, we note that,
has impacted on the way in which he/she buy products. The in general, the demographic factors tend to be less important than
explanatory variables for that model are (i) the demographic vari- those factors that relate to attitude and attitude formation towards
ables, (ii) attitudinal segments and (iii) online shopping experi- online shopping. Demographic factors are important in influenc-
ence. The stepwise algorithm is also applied for this second ing the adoption decision, whereas attitudes that specifically relate
ordinal regression model and the results are shown in Table 10. to the risks and the benefits of using online shopping may be more
The overall prediction rate of the model is 57.30 and the Chi- important in explaining usage behaviour.
square test that compares the likelihood ratios with and without the
explanatory variables is significant (value of test 134.89, degrees
of freedom 13). Except for gender, all the other candidate explana-
5. Research implications
tory variables are selected in model. The results indicate that older
and conclusions
consumers feel that the Internet is less likely to change how they As more consumers become Internet users, many of them can
buy products compared with younger consumers. For instance, the potentially become online shoppers. It becomes particularly impor-
log odds ratio effect for those in the age range of 18–34 is 0.68 and tant to understand how new Internet users perceive the risk of using
for those in the age range 50–54, the effect is 0.18 and insignifi- online shopping. The manner in which consumers use the Internet
cant. The results also indicate that consumers in higher income to buy products differs between different segments of the popula-
groups are more likely to engage with online shopping that those tion. The attitudes of different consumers towards online shopping
in lower income groups. will affect the way in which they will use physical stores and/or
We also note that the different types of attitudes that consumers online stores. Researchers have studied how perceived risk and
have towards online shopping has an impact on intention perceived benefit of using online shopping affect adoption and
to use the Internet to buy products. An enthusiastic type of usage of the Internet to buy products. However, this existing body of
attitude as opposed to being sceptical, mildly sceptical or non- work either tends to pay a lot of attention to the impact of perceived
enthusiastic increases the likelihood that consumers will engage risk or studies the roles of both perceived risk and benefit separately.
more with online shopping. It is worth highlighting the effect and In this paper, we have taken a different approach and have explored
the magnitude of the coefficients that represent the log odds ratio how general types of attitudes towards online shopping are formed
for non-enthusiasts (-1.93), sceptical (-0.82) and mildly sceptical about online shopping. Our main proposition in this paper is that
(-0.79) respectively, compared with the reference category of general types of attitudes towards online shopping are formed from
enthusiasts. The results also show that online shopping experience the relationship that exists between the perceived risk and the
is positively associated with how consumers perceive that the perceived benefit of Internet shopping. We also investigate the

346 International Journal of Consumer Studies 35 (2011) 338–347

© 2010 Blackwell Publishing Ltd

D. Soopramanien
possibility that attitudes that relate to both the risk and the benefit of
using online shopping may conflict.
Our empirical results suggest that attitudes towards the risks and
the benefits of using online shopping do conflict for some consum-
ers and that this has a negative impact on their intention to use the
Internet to do their shopping. We are particularly interested in those
consumers who are sceptical about online shopping in that they
realize the benefits of online shopping but are concerned about the
risks involved. Those consumers who are sceptical or non-
enthusiastic about online shopping are less likely to perceive that
the Internet has affected and will affect their shopping behaviour
compared with those who are enthusiastic about using the channel.
Online shopping experience plays an important role too and
influences how consumers perceive both the benefits and the risks
of using online shopping. In particular, we find that online shopping
experience lessens consumers’ scepticism about using the internet
to buy products. We speculate here that, compared to late adopters
of online shopping, experienced online shoppers have gained more
knowledge about how to judge the benefits and risks of using the
Internet to shop online. We have to particularly highlight the
moderating role of that variable. Those consumers who are more
experienced are less likely to be sceptical about using online
shopping and are also more likely to embrace Internet shopping.
As far as we are aware, there have not been other attempts in the
literature that have specifically addressed the possibility of con-
flicting attitudes towards online shopping compared with all the
attention that has been given to studying the effect of perceived
risk and there is obviously scope for further research on attitude
formation and how the latter affects how consumers intend to use
the Internet. An avenue for further research is to pay more atten-
tion to the nature of online shopping experience or the knowledge
that experienced shoppers have gathered that makes them less
sceptical about online shopping, compared with those who are
relatively new at using the channel. Another related research ques-
tion that is worth exploring further is to study if the specific
shopping activities online differ between the different groups of
consumers. For example, do sceptical consumers buy different
types of products online compared to enthusiastic consumers?
There is, of course, also the need to better understand what exactly
causes scepticism amongst consumers when it comes to using the
Internet to buy products.
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Appendix
Survey questions on online shopping usage
and behaviour (excluding questions on
demographics)
• Please tell us how you feel about the convenience aspects of
online shopping by rating the following statements (1 = strongly
disagree to 5 = strongly agree)
Internet shopping is very convenient
Internet shopping is risky
• When did you first start to shop online?
Less than 3 months
3 to 6 months
6 to 12 months
1 to 2 years
2 to 3 years
More than 3 years
• In your opinion which of the following statements best describe
the way in which you buy products and the Internet
The Internet has not changed the way I buy products
The internet has partly changed the way I buy products
The Internet has definitely changed the way I buy products
347