ENGLISH FOR CRITICAL ACADEMIC READING

(ELC501)

GROUP ASSESSMENT: FORUM PORTFOLIO

“CONSUMER PREFER TO SHOP IN-STORE INSTEAD OF ONLINE”

PREPARED BY:

NO NAME STUDENT ID

1. HAZIQ ZIKRI BIN BAHARUDDIN 2023105437

2. AZIRA AMIRA BINTI SHAHARUDIN 2023105195

3. NUR IMAN ALYA BINTI SHUKRI 2023997269

4. AINA NABILAH BINTI AZARUDIN 2023105337

5. AISHAH ANIS BINTI JAIS 2023105285

PREPARED FOR: MADAM AFIDAH BINTI ABIDIN

GROUP: M1BA243 2D

SUBMISSION DATE: 18 JUNE 2023

Part B: Biography of Panelists and Moderator

PANELISTS/MODERATOR ACHIEVEMENTS

Panelist 1 ● Already married for 2 years

● Graduated from University of
NAME: AISHAH ANIS BINTI JAIS Malaya.
Designation/Company: a housewives

Panelist 2 ● Student representative of

Name: AZIRA AMIRA BINTI SHAHARUDIN University Teknologi MARA
Designation/Company: Student Representative ● Dean list every semester
● Scholarship by Yayasan Bank
Rakyat (PPBU)

Panelist 3 ● Scholarship by government

● Perfect Attendance Award of
NUR IMAN ALYA BINTI SHUKRI UiTM
Designation/ Company: Student Representative

Panelist 4 ● Scholarship by JPA

● Perfect Attendance Award of
Name: AINA NABILAH BINTI AZARUDIN University Malaya (UM)
Designation/ Company: Student Representative ● Best Students of University
Malaya (UM)

Panelist 5 ● Elected business

NAME: HAZIQ ZIKRI BIN BAHARUDDIN representative, Finance &
Designation/company: Adult Accounting Ltd
● Graduated from Harvard
University
TIME FRAME FOR DISCUSSION

11 May 2023 (9-10 pm) : Searching for the article

21 May 2023 (9-10 pm) : Research for information together

29 May 2023 (9-10 pm) : Research for information together

11 June 2023 (9-10 pm) : Discussion of outlining the forum discussion

13 June 2023 (3-5 pm) : Discussion of counter-arguments and flow of forum

discussion on google meet.

18 June 2023 (8-10 pm) : Portfolio submission

FORUM DISCUSSION OUTLINE

CONSUMER PREFER TO SHOP IN-STORE INSTEAD OF ONLINE

CLAIM PREMISES COUNTER-ARGUMENT

ANIS ● Removing items from your

● saying that both
shopping cart can be a
ways have their
hassle on a poorly designed
own advantage
website. online shoppers
● Prefer to shop
have to leave their page to
in-store
remove an item from their
● consumer can
cart.
Returning Items
● In-store shopping alleviates
● can get unique
this hassle by allowing the
items.
shopper to physically
remove the item. It’s also
easier for customers to
interact with your return
policy when they make
returns in store
● having a product that a
consumer needs, and can’t
get anywhere else, is critical.
If a consumer can quickly
find it online and compare
prices across a range of
online retail locations, the
likelihood that they’ll get in
their car to go get it is slim.
● Retailers more and more are
utilizing voice-of-consumer
analytics to get better
insights into consumer
preferences, pricing and
 unique items that will bring
consumers through the door

AZIRA ● try and error the product IMAN

● Agree with Anis
whether this product is ● Disagree.
● Prefer to shop
suitable for them or not. ● Online shops also have
in-store
● To give an example, if a a feature to show the
● Consumers can
woman wants to buy outcome online. For
experience the
makeup stuff such as example at shopee they
product.
foundation, I think it is better also provide “try this
● have expert
if they can use a tester shade” at the cosmetic
advice
product at the store to make section using a
sure the foundation is BeautyCam.
suitable for their skin tone.
● Other than that, in my
experience with the product
at the store, the customer
can avoid choosing the
wrong size. This situation
can be seen if the customer
wants to buy clothes or
shoes.
● Sometimes, the
measurements at the online
store are not accurate.
Because of that, customers
choose to buy at the store
where they can try the
product before deciding
whether to buy the product
or not.
● customers choose to buy at
the store where they can try
 the product before deciding
whether to buy the product
or not. Certain products at
the online store are not as
accurate as the description
of the product.
● expert advice is important
especially if you want to buy
a luxury product such as
cosmetics, handbags, and
any branded cloth.
● You need expert advice from
the staff because they have
experience and can suggest
to you a product that is
suitable and fulfills customer
needs and wants before
buying the product so you
did not make a wrong
decision.
● Moreover, the staff will
explain to you regarding the
product and will answer the
question from the customer
and help the customer to
make a decision before
buying a product.

IMAN ● In the digital age, online HAZIQ

● Prefer to shop ● Disagree, by using
shopping has become an
online nowadays technology it
increasingly popular and
● Consumers can
allows retailers to offer
save some time.
● It also can save tailored
money. convenient way to purchase recommendations and
goods and services personalized discounts
● One of the primary during the critical First
advantages of online Moment of Truth.
shopping is its ability to save whereby consumers in
time. the same location at the
● Store shopping involves same time can be
traveling to physical stores, offered individualized
searching for specific items, prices. Even in the
and waiting in long queues fast-food sector
at checkout counters. In
contrast, online shopping
enables customers to
browse through a wide
variety of products quickly
and efficiently.
● With advanced search
features, filters, and
categories, finding the
desired item becomes a
hassle-free experience
● Online stores often provide
detailed descriptions,
customer reviews, and
product comparisons,
allowing shoppers to make
informed decisions without
wasting time on research.
● Online shopping eliminates
the need to physically travel
to stores, saving valuable
time that would otherwise be
spent on transportation.
 ● The convenience of online
shopping also extends to the
delivery process, as
products can be shipped
directly to the customer's
doorstep, further reducing
the need for time-consuming
trips.

AINA ANIS
● There are probably a few ● disagree
● Agree with Iman
people out there who ● If they want to buy
● Prefer to shop
struggle with anxiety or are clothes or
in-store
introverts and are somewhat undergarments but they
● Discreet shipping
nervous to shop in person. do not know about their
protected the
● Feel a little uncomfortable real size, I think it's
buyer’s privacy.
and shy when shopping in better for them to go to
stores, especially if the items the store and try them
consumers wish to buy are on in the fitting room. so
things like lingerie and that they can buy the
undergarments(Vinay 2021). clothes they want in the
● For instance, some right size
individuals with huge bodies
may feel less confident
when purchasing clothing at
a store due to their selection
of shirt sizes.
● Customers find shopping
online more enjoyable with
this feature of discreet
shipping because the
recipient won't know what's
inside the gift.
HAZIQ ● Retailers now are using
● The technological
technology in their stores for
convenience on
consumer convenience.
online shopping is
● simplifies the shopping
now on offline
experience by displaying the
shopping
exact aisle location of
products, For example
Target uses beacon
technology to dynamically
re-sort shopping lists as the
user moves through the
store, similar to how
smartphone maps reroute
users when veering off
course.
● can track real-time shopper
behavior via consumers’
smartphones, and assess
which products shoppers
were interested in. This
considerably reduces their
information disadvantage
relative to online retailers
who rely on
consumer-browsing data.
● Recent technological
advances enable retailers to
improve their customers’
checkout experience
through unmanned
checkout-zones or
checkoutless stores
ANIS ● You also won’t have to wait AINA
● disagree with Aina ● Disagree, there are no
for days, weeks, or even
● get iImmediate time limitations on the
months to get your hands on
Access to products.
the products you bought.
Products ● customers may shop
● With in-store shopping, you
● can scrutinise whenever they want
can take home and use your
products since online shops are
purchases, like toilet paper
open 24/7, unlike
or video devices,
physical stores where
immediately
we must make
purchases within a
certain time frame.
● shopping at stores
might only be open
Monday through Friday.
● For Example,
housewives who may
be extremely busy
making the preparations
for family members.

HAZIQ ● Even though children are AZIRA

● Young consumers ● disagree, Youngster
born in the technological
aka children prefer online shopping
era, they still prefer offline
prefer offline because their gen are
shopping because when
shopping. expose with technology
they see their parents
so they know trick to
buying something from
buy product and use
home.
promo from online
● . Children aged nine to ten
shopping
start purchasing on their
own – usually small
purchases like candies,
pastries, etc. – while usually
being supervised by a
 parent or an older sibling
● Children are 1019 Online or
offline or online and offline?
also sensitive to product
variety and availability, as
well as to the possibility of
handling and trying out the
store merchandise
themselves (Filipovic and
Djordjevic, 2010; Williams
and Burns, 2001;
Zimmerman, 1992)
Implemented article in Forum

● Articles from Panel Miss Aina

ARTICLE 1

“Why Do People Shop Online? - Top 10 Reasons You Can’t Ignore”

By Vinay Prajapati/ 22 January 2021

Online shopping is being popular among all age groups. There is exponential growth in this kind
of market. More online stores are opening, and competition is also becoming higher to sell
products. But online marketplaces are building trust and giving convenient opportunities to their
buyers. Shopaholics are smarter; they search and compare products before making the final
payment. Some people still have fear and don’t like to buy products online, but others are
frequent buyers. Over many disadvantages, people are becoming aware of the importance of
online shopping, primarily due to the Covid-19 emergency we are facing. Here we are
discussing the reasons why online shopping is better.

Why Online Shopping is Better

Here are the top 10 reasons why do people shop online.

1.Huge Selection and Variety of Products

Physical stores have limited stock. They only keep those things which are common and most
selling. There are many different reasons which affect the availability of other products. The
local retailer also tries to sell their limited stock. While online shopping showcase variety from
their stock and various stores. 63% of shoppers shop online because you can browse and
select products as per your choice and latest trend. You can even buy used products online.
Another reason why online shopping is trending is that you will easily find various products on a
single platform.

2. Convenience of Not Going to Stores

Online shopping is simple. You don’t need to get ready and go to the neighborhood market.
There you visit many stores to find the product of your choice. While you opt for online
shopping, you can do it from anywhere, anytime. You don’t need to worry about your working
hours. 40% of shoppers believe it saves their time, and it is why people buy online. Today online
shopping is possible on your mobile phone. Just install the store app and start shopping for
yourself, your family, or friends. Sending favorite gifts to your loved one is also easy and
convenient. Around 58% of shoppers shop online because of the availability to shop online 24/7.

3. Better Prices with Coupons/Discounts

The purpose of online shopping is not only the availability of a wide range of different products.
But they offer a lower price as well. That’s the one reason why do people shop online. There are
several options available to compare prices from different stores. Believe nothing problematic at
lower prices. E-Retailers only reduce their profit margin to attract customers. They understand
the weakness of buyers. Occasionally e-retailers offer discounts on different products and best
deals to increase their sale among competitors.

Apart from a retailer’s direct discount, you may use exclusive coupon codes and deals available
on coupon sites. For example, Amazon and Etsy are giants in e-retailing, and most of us buy
from this site due to trust and secure transactions. Around 41% of shoppers shop online
because of this advantage they get.

You may also browse different coupon sites on the internet by using a search engine to save
more. 27% of the people shop online because of the loyalty points offered by other online
shopping platforms. The customer gets these points on every purchase and can redeem them
to lower the online product’s price.

4. No Sales Pressure in Online Shopping

When you visit physical stores, the floor assistants try to lure you into buying more items.
Sometimes we go inside the store to buy one thing but return home with additional three or four
items, which we later realize are of no use. If the product is not available in your favorite color,
then the floor assistant may also convince you for a different color to increase store sales. The
purpose of online shopping is to remove this pressure from the customer and make shopping
easy. Sometimes when you enter a store, you don’t want to leave it without buying anything. It
happens to most of us due to different psychological reasons. These activities and behaviors
feel like a pressure to buy unwanted items, and shoppers must not feel so while visiting or
leaving a shop. It is why online shopping is preferred by around 39% of shoppers.
5. Discreet Shipping

When you want to purchase items like undergarments and lingerie, sometimes you look for
privacy to protect your choice from the public. Online shopping saves you from embarrassment
while you do such kind of shopping. It also provides a lot of variety and options that you can
seek without asking or indulging in another person’s opinion. Not only that, but product
packaging also is done in a manner that the delivery person won’t be able to identify what is
kept inside it. This way, online retailers always try to protect your privacy and send you an item
in discreet packaging. Isn’t it a good reason why online shopping is better?

6. Quick and Easy Product Replacement and Refund

Product replacement and refund are simple without additional cost and time. Sometimes you
need to change a product which doesn’t fulfill your expectation in terms of size or quality of the
material. Online shopping products come with a replacement warranty for a limited time. If you
find the product has defects and malfunction in this period, you can replace it as per the product
replacement policy. It saves customers time as the retailer won’t ask so many questions before
returning the product. They also send a person to take the package from your doorsteps.
Around 33% of shoppers find it convenient, which is one reason why do people shop online.

7. No Crowd and POS Queue

Most of us hate the crowd and point of sale queues. It is common during festivals and special
occasions. In a crowded area, shopping becomes a challenging task. In this situation in a local
market, you won’t be able to stand in your favorite store due to limited space and less attention
towards you. Parking of vehicles may become another issue during peak hours. After looking at
the present scenario, it is best to avoid the crowd and shop online than to go to stores amid
Covid infection.

8. Easy Checkout Process and Fast Delivery Options

During festivals or important occasions like marriage, we require various products for household
use and decorations. Sometimes we need to buy different gifts according to our relatives,
friends, and family’s preference. Online shopping makes checkout procedure easy (as claimed
by 30% of shoppers) and also saves us from the hassle of carrying bags around. We can buy
different products from a single store without worrying about the package delivery. Online
retailers give their users discounts and quick delivery options. If we talk about statics, around
28% of shoppers shop online because of the ease of next-day delivery while 53% of customers
claim free delivery charges to be the purpose of online shopping.

9. Clear Information about Products and Vendors

When a customer visits an online shopping platform, he gets clear information about the product
he wants to purchase. The user will also know whether the product is environment-friendly or
not. 21% of customers claim it to be one of the top reasons for online shopping. At the same
time, 35% of the customers visit online platforms to review the products they want to purchase.
They can view the genuine review and original photos of that product. The ratings and online
service also affect the decision to buy products and explain why people buy from online stores.

10. Easy to Find Rare Products Online

Online shopping allows the user to find a variety of products in one place. Apart from this,
shoppers can also find items online that are not readily available at their local market or even in
their countries and get them delivered at their doorsteps. It is best, especially for someone who
doesn’t have much time to locate or visit a store physically. The importance of online shopping
has increased nowadays because of the Covid crisis where we must avoid touching anything
outside and maintain distance from others.

Why Online Shopping is Better? (Summing-Up)

Is all the information about online shopping not enough to encourage you to buy online? Believe
online shopping has a better future for both buyers and retailers using the innovative latest
technology. The use of the internet in shopping has become necessary, especially during the
epidemic we are facing right now. The heath of others and ourselves is the primary reason why
do people shop online. If you have anything else in your mind, you can share it with us by
making comments. We love further discussion about online shopping from your point of view.
ARTICLE 2

“Customer Satisfaction in Online Shopping: a study into the reasons for motivations and
inhibitions”

By Rashed Al Karim

I.Introduction

With the rapid global growth in electronic commerce (e-commerce), businesses are attempting
to gain a competitive advantage by using e-commerce to interact with customers (Demangeot
and Broderick, 2007). Nowadays, online shopping is a fast growing phenomenon. Growing
numbers of consumers shop online to purchase goods and services, gather product information
or even browse for enjoyment. Online shopping environments are therefore playing an
increasing role in the overall relationship between marketers and their consumers (Koo et al.
2008). That is, consumer-purchases are mainly based on the cyberspace appearance such as
pictures, images, quality information, and video clips of the product, not on the actual
experience (Brennan et al., 2008; Constantinides, 2004). As the Internet has now become a
truly global phenomenon, the number of Internet users worldwide is expected to reach 1.8 billion
by 2010 according to the survey of ClickZ Stats, cited in Kotler & Armstrong (2008). This
growing and diverse Internet population means that people having diverse tastes and purposes
are now going to the Web for information and to buy products and services. Thus, the impact of
these online shopping environments on consumer response necessitates a critical
understanding for marketing planning.

II.Problem Statement

According to the Survey of eMarketer‟s (Aug, 2009), in 2009, 37.1 million (ages 14+ ) UK
people had Internet access and from that 26.9 million internet users are actually using internet
to buy products or services. This represents 72.5% of UK Internet users ages 14 and older will
buy at least one item via the online in 2009. Between 2009 and 2010, the number of online
buyers will rise from 26.9 million to 28.0 million (4.9%). As well as, in 2009, UK
business-to-consumer (B2C) online sales (including digital downloads and tickets for travel and
events) will total £68.4 billion which is 14.4% more than 2008 and 46.7% more than 2007 as
shown in Table.1 and graphical comparison between Internet users & online buyers (2007-2010)
is shown in Fig.1 (eMarketer, August, 2009).
Research Objectives:

Therefore, the aim of this research is to explore consumer perceptions of Internet-based

e-retailing and scrutinize the major factors that influence the online consumer‟s shopping
behaviour in decision-making process. The specific objectives of the research are: 1. To explore
the reasons why despite increase in internet users, online shopping has not been increasing. 2.
To discover the individual factors that might, on one hand, prompt a buyer to make an online
purchase decision and on the other hand, restrain from such decisions. 3. Finally to put forward
some recommendations to the e-tailers in order to improve the current situation.

Literature Review:

According to Kotler & Keller (2009), a buyer goes through five stages while making a decision to
purchase. These stages are best explainable when a buyer goes for buying costly items, such
as a house, a car, diamond jewellery etc. However, in day- to- day purchase, consumers may
not go through all these stages, since some commodes do not need information, and based on
buyer‟s previous experience they will visit a store for the purchase. These stages are (Figure 1):
“problem recognition, information search, evaluation of alternatives, purchase decision, and
purchase behaviour” (Kotler & Keller 2009)

Customer Satisfaction in Online Shopping: a study into the reasons for motivations and
inhibitions

In addition, many marketing activities (e.g. relationship marketing, marketing research, data
mining, promotion/communications, supply chain management, sales and purchasing and after
sales support) are now technology enabled due to the increasing expansion of online marketing
via the Internet (O‟Connor & Galvin, 2001). Companies are now using the Internet to build
closer relationships with consumers and marketing partners. Besides competing in traditional
marketplaces, they now have access to exciting new market spaces. Moreover, through the
Internet, consumers can learn about design, order, and pay for products and services, without
ever leaving home and then, through the wonders of express delivery, they can receive their
purchases in short time. From virtual reality displays that test new products to online virtual
stores that sell them, the technology explosion is affecting every aspect of marketing. The
Internet has now become a truly global phenomenon (Srisuwan & Barnes, 2008; Teng et al.,
2007). Besides, Jayawardhena et al. (2007) in their study considered the purchasing orientation
of potential buyers and assessed its impact on purchase behaviour, but found that individual
orientation is independent of purchasing decision, which reinforces the views of Liu et al. (2008)
and Sorce et al. (2005) that every stage of the purchasing decision making cycle may have
impact on a potential buyer‟s decision to buy online or not. Demangeot and Broderick (2007)
reported that “information search experiences affect the attitudes towards the site and its
brands”. In the Koo et al. (2008) study, which was conducted on 279 online customers in Korea,
it was found that “32.5 per cent use the internet for news and information, 32.5 per cent for
communication, 7.5 per cent use it for entertainment while 7.1 percent for online shopping”.
Furthermore, in consistent with Gay et al. (2007), Yun and Good (2007), Lee and Lin (2005),
Rajamma et al. (2007) , Kim and Kim (2004) , Ramus and Nielsen (2005) , Ladson and
Fraunholz (2005), Kramarae and Kramer (1995), Welch (1995), Rathmell et al. (1998),
Johnstone (1999), Singh (2004), Smith & Chaffey (2002), and Canavan et al. (2007),: consumer
satisfaction and purchase decision on online shopping depends on few more issues. These are:
e-store image, delivery and customer services, service quality and purchase behaviour,
personalisation, motivations for online purchase, trust, reliability, privacy, transaction and cost,
incentive programmes, web-site design, online interactivity, merchandise motivation, assurance,
convenience (or Hassle Reduction), pragmatic motivation, responsiveness, consumer risk
assessment etc. Following from the above consideration, this research will find out the answers
to the following specific question within a sample in Wrexham township, that are likely to
formulate the findings of the research and from where attempts will be made to draw
generalizations. Therefore, in the context of consumer satisfaction in online shopping, the
research question is:

“What individual factors motivate a buyer to purchase online as well as restrain to

purchase online”?

III. Research Methodology:

The nature of this research is descriptive and the goal of this research is to explore the
consumer‟s satisfaction towards online shopping and to measure how these factors are
extensive. For this reason, a survey was conducted in Wrexham area to collect primary data by
using questionnaire which contains 23 relevant questions regarding online shopping. A simple
random process has been used to collect data for this research. A quantitative analysis has
been used to analyse the research data. All questions are closed-ended because all possible
answers were given to the respondents. Also, such questions are easy to use, reduce
interviewer bias, reduce respondent bias and facilitate coding and tabulation (Collis & Hussey,
2009). The Likert scale has been used for the main research questions.

Analysis and Findings:

The findings of this research are presented in three steps i.e. filtering questions, then
mains reasons or factors which attract consumers to do shopping online and then main reasons
or obstacles which discourage consumers from shopping online. Therefore, from the analysis, it
is found that nearly 90% respondents use internet daily but most of the respondents do not use
internet daily to buy products. Nearly half of the total respondents‟ opinions were that they
would only use the internet to buy products when the need arise to do so.

Motivating factors of online shopping:

From the interpretation of findings, it is observed that Internet shopping was considered
by almost everyone (90%) to be convenient. The store is always open (24/7), and it is easy, less
stress and time saving to shop from home. Participants also seemed to agree that internet
shopping gives access to a large range of stores and products from the entire world and offers
best price to their consumers. Besides, respondents‟ also expressed their opinion that “online
shopping is helpful for old and disable people”. Nearly 92.5% respondents agreed with this
statement and only 7.5% participants‟ were neutral about it. Interestingly no respondents were
disagreed with this statement. Also, more than two-third respondents (77.5%) agreed that it is
easy to navigate the websites of online shops, though 17.5% respondents were neutral and 5%
respondents disagreed with this issue. Moreover, nearly two third respondents somehow agreed
that online service quality is good while around one third of respondents were given neutral
opinion about online service quality. When asked about „online ordering systems‟ respondents
have given different opinions. More than 50% respondents were considered that products‟
ordering in online was easy. Rest of them were either neutral or disagreed. Respondents also
have given interesting opinions about shopping fun of online shopping. Nearly two third
respondents are agreed that online shopping is fun for them, but one fifth of respondents have
given a neutral opinion and more than one tenth of respondents disagree that online shopping is
fun. Inhibitions of online shopping:

Respondents were given a wide range of opinions about online shopping‟s inhibitions.
Delivery systems faults, online payment systems, personal privacy and personal customer
services were the main concerning issues regarding online shopping. Nearly two third of the
respondents thought that high delivery costs and product‟s delivery delaying were another
important inhibitions of online shopping, though nearly one third of respondents were given
neutral opinions about these two inhibitions of online shopping. Again nearly two third of the
respondents‟ are of the opinion that online payment systems are not trustworthy and personal
privacy can be lost while paying through online with a debit or credit card, though nearly one
third respondents‟ opinions are different. One more important inhibition of online shopping‟,
which increases anxiety, is the lack of online customer services. Consumers do not get personal
customer services while shopping online. Respondents also gave mixed opinions on products
returning policies. Half of the respondents‟ opinions are that online products‟ returning policies
were not good, though nearly one third of the respondents were neutral and rest of the
respondents have disagreed with the rest of the respondents. Nearly half of the respondents
thought that products‟ mixing up at delivery time was another inhibition of online shopping but
nearly one third respondents were not given any supporting or opposite opinion about this
inhibition.

Hypothesis Testing

Usually, in quantitative study tests of significance are used to decide whether certain
inferences can be drawn regarding any differences or relationships between variables. To do
these significant tests SPSS11.5 software has been used. SPSS automatically calculates the
significance (or p-value), which is the probability of the null hypothesis (H0), being accepted.
Hence the level of probability of 5% or less is commonly taken as an appropriate level for most
general research including this study. As a result, H0 accepted if the significance level is greater
than 0.05 (p > 0.05) H0 rejected if the significance level is less than 0.05 (p < 0.05) Thus, the
first hypothesis of this study is: H1: A significant number of consumers still buy their products
because online shopping motivate them to shop online and they thing it is convenience to them.
So the hypothesis isNull Hypothesis (HO): Online shopping is not convenient for the consumers.
Alternative Hypothesis (HA): Online shopping is convenient for the consumers. Where the term
„convenient‟ considered the following variable: time saving, information availability, opening
time, less expensive, less stress, best offers, helpful for old and disable people, service quality,
easy navigation, easy ordering system, and shopping fun. The SPSS outputs for normal curve
and one sample test for hypothesis -1 are shown in the Fig-1, Table1 and Table2 respectively.
As Likert scale was used in the main research question of this study where 1 = strongly
disagree, 2 = disagree, 3 = neutral, 4 = agree, and 5 = strongly agree and 3 (neutral) is the
middle point of this scale. So „3‟ has been chosen as test value for this one sample t-test.
 IV. Conclusion

The endeavour of this study is to identify the motivating factors towards online shopping
as well as inhibitions of online shopping. Therefore, from the findings it was found that
consumers purchasing decisions were dependent on various factors. All these motives motivate
consumers to purchase products through online. According to consumers‟ opinions, „time
saving‟ is the most important motivating factor for online shopping. Again „information
availability‟, „open 24/7‟, „huge range of products/ brands‟, „reasonable prices‟, „various offers
for online products‟, „easy ordering system‟, and „shopping fun‟ are other motivating factors for
online shopping respectively. In contrast, when respondents were asked about the inhibitions of
online shopping, it was found from the findings that, „online payment system‟, „personal privacy
or security issues „delaying of delivery‟, „products mixing up at delivery time‟ and „products
return policies‟, and lacks of personal customer service‟ are the main inhibitions of online
shopping to the respondents. It was also observed that online shopping is not trustworthy and
reliable to some consumers due to only online payment system and personal privacy. In
addition, online security is a major concern for the consumer particularly in terms of fraud,
privacy and hacking. The concerns for online consumers‟ as well as online organisations,
relating to online security as „hackers, vandals and viruses‟ penetrate both vulnerable personal
and corporate security system. The main drawback of any contraventions in security or privacy
is the loss of trust and reputation, which may affect customer confidence, which can be very
damaging for web based vendors.
 ● Articles for Mr.Haziq

ARTICLE 1

“Using technology to bring online convenience to offline shopping”

By Marnik G. Dekimpe 1,2 & Inge Geyskens 1 & Katrijn Gielens 3/5 December 2019

In spite of the growing success of the online channel, brick-and-mortar stores can continue to
play a pivotal role in consumers’ shopper journey. We discuss how technology can be a key
enabler by allowing physical stores to offer the level of convenience consumers have become
used to in the online channel.

1 Introduction

As consumer spending is increasingly migrating from brick-and-mortar stores to online

alternatives, the online channel has emerged as the only channel that has consistently
experienced double-digit growth over the last decade. Moreover, the number of categories
where online captures a substantial part of total category revenues is rapidly expanding. Table 1
illustrates how categories are leaving the store floor in favor of online channels. This evolution
does not bode well for brick-and-mortar stores, whose same store sales have been declining for
years. Chains as diverse as Family Dollar, Gap, Gymboree, Kmart, Lifeway, Payless,
Performance Bicycle, Sears, Shopko, and Walgreens have each closed (or announced to close)
more than 100 of their US stores in 2019. In total, more than 8000 stores are expected to close
in 2019, even though US retailers already reduced their combined store space with a record 155
million square feet in 2018 (Business Insider 2019). In spite of these ominous figures, doom
thinking that predicts the death of the physical store seems premature. Indeed, more than 90%
of all purchases (including online purchases) still involve, for one or more stages of the
purchase funnel, a physical store (PlanetRetail 2016). These physical touchpoints offer
brick-and mortar retailers opportunities to withstand further erosion, or to recapture lost ground.
However, retailers should realize that online shopping has fundamentally changed consumers’
expectations about physical shopping: they now expect the same convenience in the physical
as in the digital channel. Meeting these expectations may not be easy, as online offers
consumers ease of navigation (through search engines and personalized filters),
individual-tailored suggestions (through recommendation systems), and easy price comparisons
(through comparison algorithms). To do so, retailers have to adopt recent technological
breakthroughs to create an equally frictionless shopping environment in-store. Below, we
identify some of the most promising shopper-facing technologies that brick-and-mortar retailers
can use to actively manage customer touchpoints and deliver high levels of convenience across
the various stages of the shopper journey. Following Seiders et al. (2000), we distinguish
between different types of shopping convenience that mirror the shopper journey: search
convenience (the ease of identifying desired products), possession convenience (the ease of
obtaining desired products from a retailer), and transaction convenience (the ease of effecting
transactions with the retailer). While some of these shopper-journey activities uniquely take
place inside the physical store, others are integrated within the online channel.

2 Search convenience: product discovery and selection

Retailers increasingly implement beacon technology to track customers’ in-store movements

and help them find their way around the store. Kroger’s app, for example, simplifies the
shopping experience by displaying the exact aisle location of products, while Target uses
beacon technology to dynamically re-sort shopping lists as the user moves through the store,
similar to how smartphone maps re-route users when veering off course. Other retailers use
robots to demonstrate new products (e.g., Media Markt’s Rotterdam store; Lowe’s Lowbot), or
offer hands-free shopping carts that guide shoppers through the store (e.g., 7Fresh). While
virtual reality is a big trend in e-commerce, augmented/mixed reality—which integrates physical
and virtual experiences—offers more potential for physical stores. Sephora, for example, offers
“magic mirrors” in its stores to help consumers visualize different make-up treatments. As
another example, Oaks Labs developed an RFIDenabled interactive touch-screen mirror that
recognizes all items a consumer takes into a fitting room, and then acts as a (digital) sales
assistant enabling consumers to request other sizes, colors, or matching items from a (human)
salesperson. These smart mirrors create frictionless experiences in the fitting room, the place
with the highest in-store conversion potential for apparel retailers, yet also the place of highest
in-store dissatisfaction.

3 Possession convenience: personalization and fulfillment

Brick-and-mortar stores have long struggled to replicate the personalization level achieved
online. Traditionally, they could only analyze, ex post, customers’ purchase data. Now, they can
track real-time shopper behavior via consumers’ smartphones, and assess which products
shoppers were interested in, but decided not to buy. This considerably reduces their information
disadvantage relative to online retailers who rely on consumer-browsing data. In combination
with smart shelf labels, this new source of real-time information allows retailers to offer tailored
recommendations and personalized discounts during the critical First Moment of Truth. Taking it
one step further, retailers like Safeway are exploring how they can move towards individualized
pricing, whereby consumers in the same location at the same time can be offered individualized
prices. Even in the fast-food sector, historically known for its standardization, technology has led
to considerably more personalization. McDonald’s, for example, has rolled out digital ordering
kiosks to personalize menus (freeing former cashiers to greet and serve customers), while its
drive-thrus are equipped with AI and license-plate recognition technology allowing instant
suggestions based on consumers’ past selections, time of day, and weather. Other retailers
embrace the opportunities offered by 3D printing to personalize the shopping experience. Ikea,
for example, offers a line of 3D-printed add-ons for their furniture, while Dutch supermarket
Albert Heijn experimented with customized edible cake decorations. Fulfilment (aka the last-mile
problem) has always been online’s Achilles’ tendon. Customers have come to expect delivery to
be fast and free, often leading to unsustainable costs for the retailer. For Amazon, fulfilment
costs already represented 26.5% of net sales in 2018, versus 16.5% in 2008. Physical stores
may come to the rescue, as they can act as delivery intermediaries. While many retailers work
with serviced pickup-counters, others (e.g., Walmart) focus on automated self-service pickup. In
both instances, having the pickup location inside the store has the advantage of stimulating
consumers’ impulse purchases when picking up the order. Several retailers are currently
experimenting with other technologies to crack the last-mile conundrum, among which deliveries
with self-driving robots (e.g., www.starship.xyz) and drones (e.g., Google Wing in Canberra,
Australia). While these technologies may sound exciting, retailers should realize that in
implementing them, they give up the aforementioned touch-point “home-court advantage.”

4 Transaction convenience: self-checkout and no-checkout

Recent technological advances enable retailers to improve their customers’ checkout

experience through unmanned checkout-zones or checkoutless stores. The former include
automated scan portals (which may be well suited for large grocery baskets) and
scanning-on-the-go through mobile devices. Palm Vein Scanning, currently used in selected
7-Eleven stores in Seoul, or the “Smile to Pay” Facial Recognition used by KFC China are just
some of the technologies based on biometric authentication that enables no-checkout shopping.

5 Conclusion
In spite of the growing success of online retailing, brick-and-mortar stores continue to play a
pivotal role in the shopper journey. Technology can be a key enabler to level the playing field, by
allowing physical stores to offer the convenience consumers have become used to online. While
numerous business reports have emphasized consumers’ increased need for convenience, few
marketing studies have paid attention to this evolution.1 As such, numerous research
opportunities remain wide open. Do beacons and augmented/mixed reality, two technologies
that increase search convenience, allow brick-and-mortar retailers to offer a wider product
assortment without creating consumer choice deferral? Do technologies that increase
possession convenience, such as smart shelf labels and automated self-service pickup, alter
consumers’ shopping behavior (e.g., their trip frequency, basket sizes, and/or total spending)?
Does biometric authentication, which increases transaction convenience, attract new customers,
or cause a loss of shoppers due to the apparent privacy invasion? Also, more work along the
lines of Inman and Nikolova’s (2017) decision framework that balances innovations’ positive and
negative consequences for both retailers and shoppers, is needed. Indeed, not all technologies
may be equally suited to all consumers, categories, shopping occasions, and retail formats.
Unmanned-store technology, for example, makes more sense in settings where salespeople are
not expected to upsell consumers, and/or where consumers have low needs for social
interaction. In addition, not all convenience dimensions may be equally critical in all settings. A
prime example is the fulfilment issue, which is more critical (and difficult to solve) in grocery
retailing than in other retail sectors. Finally, convenience is not the only “new” driver of store
renewal that has come to the fore. Apart from a frictionless shopping environment, the store of
the future should (ideally) be experiential, serve as a social hub, and focus on curated products.
More research is needed on how retailers can strike a balance between all these needs.
Interestingly, rather than the USA and Europe, emerging markets (primarily in Asia) are taking
the lead in the technology-driven reinvention of the physical store, as these markets are less
constrained by existing dominant store bases, are more receptive to alternative payment
methods (given a lower credit-card penetration), and have more permissive government
policies. Hence, it is more important than ever “to move out of the US/European silo” and
conduct more research in those parts of the world that are ahead in consumer-facing
technologies. In sum, while we do not deny that the challenges of automated technology for
brickand-mortar retailers are huge, so are the opportunities. At the same time, the uptick in
digital initiatives tested by retailers across the world offers countless research opportunities.
ARTICLE 2

“When children express their preferences regarding sales channels Online or offline or online
and offline?”

By :Jacques Boulay

Young consumers are often depicted as digital natives, comfortable with the latest technology
and well-versed in its use from an early age. Indeed, the spread of the internet and its
applications have created new uses and demands at very early ages (Selwyn, 2009; Thomson
and Laing, 2003). Education specialists stress that the digitalization of their environment has
affected the way young children process information, making them both more individualistic and
more oriented towards collaboration (Selwyn, 2009; Tapscott and Williams, 2008). Marketing
studies suggest the advent of a “knowing child”, thanks to children’s increased access to
information and the development of new skills that lead to better-informed consumers at a
younger age (Cook, 2009). Yet empirical studies of how these digital natives perceive and
interact with their environment as consumers remain scarce (Marshall, 2010). The issue is
particularly important for retailers and brands as they face continuing technological
developments that challenge their traditional marketing and distribution practices. Thus, retail
marketers need to know how children perceive online purchasing, compared with instore
purchasing. The purpose of this paper is to examine the advantages and disadvantages of
online vs offline purchasing as perceived by children. By understanding how children perceive
buying online and buying offline, and the links they make between the two sales channels, we
aim at helping retail brands develop their sales strategy for the years to come. While many
researchers have focused their attention on the ten- to 12-year-old age group or on teenagers
(McNamee and Seymour, 2013; Thomson and Laing, 2003), very little research has targeted a
younger audience. The experiences children have before the age of 12, whether positive or
negative, will later influence their ways of thinking and acting as consumers (McNeal, 2007).
And children aged six to 12 can certainly be considered as true digital natives as they are the
first generation to have been raised – since they were born – in a digital environment, whether
at home or at school. That explains our decision to study the six- to 12-year-old age group, the
age of 12 marking a shift as children enter junior high school and become more independent,
particularly in terms of consumer behaviour. Our study starts with a review of the contributions
and limitations of major research regarding how children consider shopping offline and shopping
online. We then present the methodology and results of an empirical survey of 62 children using
an exploratory and qualitative approach. The research findings specify how children perceive
the advantages and disadvantages of buying offline vs online, as well as the connections they
make between the two channels. Finally, we detail the main insights derived from this research
from an academic and a managerial perspective

Children and sales channels

Children and stores By the time they are six to eight years of age and, even if they do not shop
on their own, children are well aware of the reality of shopping. They know that the products
they see their parents bringing home come from shops and have been paid for. Children aged
nine to ten start purchasing on their own – usually small purchases like candies, pastries, etc. –
while usually being supervised by a parent or an older sibling. They make their first “real”
independent purchases (without being supervised) when they turn 11-12 (McNeal, 2007).
Understanding how children perceive and interact with the point of sale has been the focus of
various studies in the past decade. It is well documented that children have preferences in
terms of shopping destinations (Filipovic and Djordjevic, 2010). From this perspective, functional
characteristics are central to the way the store is perceived. A specific store is chosen based on
its prices, its floor design, the quality of the interactions with the personnel and its location, be it
near home or school. Children are also sensitive to product variety and availability, as well as to
the possibility of handling and trying out the store merchandise themselves (Filipovic and
Djordjevic, 2010; Williams and Burns, 2001; Zimmerman, 1992). As well as store selection, the
shopping experience is deeply influenced by the emotional and social experiences the
consumers – among which young consumers – may have at a particular store (Diamond et al.,
2009). Store visits and children’s positive views of stores decrease with age, along with their
childish ideals (McNeal, 2007). They become aware of the commercial nature of retail stores.
They also develop a critical view of consuming as they start understanding that brands and
stores can manipulate consumers through advertising. Many young consumers also complain
that retailers often ignore them and sometimes treat them with suspicion (Palan and Mallalieu,
2012). Though the consumer learning curve may turn them into better informed and more
critical consumers, this does not mean that they stop going shopping or that they dislike
shopping as an activity. Children and online shopping Conventional wisdom suggests that digital
natives are more attracted than their elders to anything related to new technologies. Indeed, a
recent survey by Lobe et al. (2011) found that EU children aged nine to ten years used the
internet for 58 minutes per day, 74 minutes for the 11-12 age group. Information seeking,
entertainment and socializing are the three common internet usage motives for ten to 12 year
olds (Lwin et al., 2012). They develop online experiences through various activities: using the
internet to do their schoolwork, playing games, watching videos, downloading music, etc. (Lobe
et al., 2011). Advertising and shopping are also part of their daily lives and even if their identity
is not primarily based on consumption, they visit online stores (and also shopping malls) (Tufte
and Rasmussen, 2010). Children aged five to 12 years see some drawbacks to shopping online.
They express dismay at not being able to touch the products. They are also aware that they
need to interact with a parent when shopping online and that they need their assistance to
purchase items (Ige, 2004). The catalyst of an online purchase can be an offline advertisement,
while the internet also helps young consumers find new ideas or obtain product information.
This suggests that online activities may trigger further shopping trips and in-store purchases,
especially among very young children who are less likely to recognize advertisements as a
sponsored communication intended to persuade them to buy (Moondore et al., 2009). That
being said, not much is known about the relationships children make between the physical store
and a brand’s online presence. By investigating children’s views of the two sales channels
simultaneously, our aim is to fill a gap in the literature by understanding how they perceive each
of them and by identifying the connections they make across channels.

Analysis of results

In the following section we discuss the main findings of the research along these five categories.
We include for each of them selected verbatim that help understand what six- to 12-year olds
perceive of each sales channel independently and then the bridges they build between the two.
The internet as a sales channel Shopping efficiency. For children aged six to eight years, the
main benefit of online shopping is very practical: avoiding a trip to a store that is far away. The
internet makes it possible to buy without leaving the house. The nine to ten year olds and the
11-12 year olds also consider that e-retailers help to reduce the hassle of shopping, an
advantage that is all the more important as “we don’t have time and it is easier” (Girl, 10). And it
can save (physical) efforts to have your purchases delivered at home. On the other hand,
children aged six to eight years complain that buying online is synonymous with a lack of instant
reward. Children aged nine to ten years and Relationship with the brand Rather
counterintuitively, our digital natives express in large droves a lack of trust in online stores. This
lack of trust derives from various sources. It is first linked to the perception that retailers can
cheat on their customers. Children over nine years use very harsh words to characterize it.
Second, one can make a mistake when ordering or the retailer when processing the order. The
deception will be all the more important that you realize it upon receiving the merchandise.
 ● Articles from Panel Miss Anis

ARTICLE 1

Why Do Some Consumers Still Prefer In-Store Shopping? An Exploration of Online

Shopping Cart Abandonment Behavior

by Front. Psychol., 20 January 2022

Shopping cart abandonment remains a challenge for many e-retailers despite the continued
growth of the e-commerce industry worldwide. However, the issue of online shopping cart
abandonment (OSCA) has not been explored extensively in the literature. Grounded by the
stimulus-organism-response (S-O-R) model, this study explores a sequential mediation model
comprising consumers' wait for lower prices as an antecedent, hesitation at checkout and OSCA
as mediators, perceived transaction inconvenience as a moderator, and decision to buy from a
land-based retailer (DBLR) as an outcome. An online questionnaire was designed and
distributed to 883 online consumers in Mainland China. Partial least squares-structural equation
modeling (PLS-SEM) was employed to analyze the survey data. The results show that waiting
for lower prices positively influences hesitation at checkout, and subsequently, impacts both
OSCA and DBLR. Hesitation at checkout and OSCA play sequential mediating roles in the
framework path. In addition, perceived transaction inconvenience strengthens the relationship
between waiting for lower prices and hesitation at checkout. Overall, this study contributes to
theory and serves as a guideline for e-retailers in reducing the OSCA rate.

By shifting many aspects of consumers' daily lives to online platforms, the COVID-19 pandemic
has been an accelerator of e-commerce growth, especially that of online shopping. Research
shows that about 79% of consumers preferred to order groceries online in 2020, a 19% increase
from 2019 (Inmar, 2020). Although the pandemic has driven the expansion of online shopping,
the rate of online shopping cart abandonment (OSCA) is estimated to be as high as 95%
(Elkind, 2020), costing $4.6 trillion in lost sales (Paterson, 2020). Thus, the growth of
e-commerce does not mean the demise of brick-and-mortar retail. Data shows that 84% of sales
occur in physical stores and 46% of consumers still prefer to shop and interact physically with
sellers (Marian, 2021). This phenomenon can be explained by the need for live experiences
(e.g., viewing, touching, interacting with physical products) (33%) and immediacy (e.g., getting
the item instantly) (13%), which are forms of community and connection that online experiences
are always lacking (Raydiant, 2021). Another study found that 65% of consumers claim to shop
in-store to avoid shipping costs (Chad, 2021). In addition, the physical stores in China offer
contactless payment (Daxue, 2021) and continue to meet consumer expectations for product
quality, delivery, and brand values as compared purchasing via online. Thus, the recovery and
strategy of traditional retail make it difficult for e-commerce to compete, as physical stores in
China today provides consumer with an authentic and enjoyable customer experience.

With the resurgence of brick-and-mortar retailing, scholars have developed different

understandings of online consumers' “non-buyer behavior.” For example, according to Huang et
al. (2018), OSCA is the final behavioral outcome that describes leaving an item in one's online
shopping cart without completing the purchase. However, contrary findings are evident in the
two major themes in OSCA research: purchase risk (i.e., financial risk and privacy risk)
(Kukar-Kinney and Close, 2010; Xu and Huang, 2015; Kapoor and Vij, 2021) and
technology-related inhibitors (i.e., website design and navigation structure) (Garaus, 2018;
Kapoor and Vij, 2021). Also, recent research by Zhao et al. (2021) explored the impact of
pop-up warning messages on consumers' OSCA behaviors. These studies have come to a
limited understanding that consumers' OSCA behavior is not the final outcome in
decision-making; rather, there could be alternative behavioral decisions following OSCA, such
as consumers' decision to buy from a land-based retailer (DBLR). This phenomenon may occur
due to consumers' psychological characteristics or conflicts in the decision-making process
(Mishra et al., 2021). Moreover, buying from physical stores helps consumers avoid shipping
and handling costs, thereby achieving a lower total cost of ownership (Kukar-Kinney and Close,
2010). Therefore, it is timely and relevant for e-retailers to understand the factors that lead to
OSCA (Huang et al., 2018; Jiang et al., 2021; Mishra et al., 2021) as well as its potential effect
on DBLR behavior. The main purposes of this study are: (i) to identify the drivers of OSCA and
how they influence consumers' decision to purchase from physical stores; and (ii) to explore the
boundary conditions that influence the relationship between consumers' wait for lower prices
and hesitation at checkout.

Although previous studies have shown that the price factor is a key inhibitor of purchase
behavior (Kukar-Kinney and Close, 2010; Song, 2019), this notion has not been fully explored in
the contexts of both OSCA and DBLR. Rajagopal (2019) defined price as an influential factor in
consumers' preference, perception of value for money, purchase intention, consumption
experience, and behavior. To some extent, price fluctuations can delay consumers' purchase
decisions, which results in their hesitation to checkout (Kukar-Kinney and Close, 2010). This
effect is said to be increasingly critical, especially during the COVID-19 pandemic when
consumers have been expected to reduce unnecessary spending to better cope with future
uncertainty and risk (Jin et al., 2021). Thus, it seems a pertinent direction to examine
consumers' perceived prices (i.e., their wait for lower prices) as the antecedent that influences
hesitation at checkout and OSCA, thus resulting in DBLR.

Hesitation at checkout, in turn, is perceived as consumers' espousal of additional processing

time to delay purchases before making a final purchase decision online (Cho et al., 2006). A
consumer's hesitation during the purchasing process can lead to an unpleasant motivational
state that postpones decision-making (Huang et al., 2018). The various risks associated with
online shopping (e.g., financial risk, product risk, and time loss) (Demirgüneş, 2018) form a
sense of hesitation toward online shopping, which leads to OSCA (Huang et al., 2018). While
the impact of checkout hesitancy on OSCA has been well-documented (Cho et al., 2006; Huang
et al., 2018), earlier work has ignored the former's potential impact on purchasing from the
offline channel (i.e., DBLR), especially due to the COVID-19 pandemic. Therefore, this study
extends the work of Huang et al. (2018) by exploring the sequential mediating effects of both
hesitation at checkout and OSCA on the linkage between waiting for lower prices and DBLR.

Motivated by several reasons, this study also examines the moderating role of perceived
transaction inconvenience. First, convenience is one of the most important predictors of a
consumer's choice to shop online (Childers et al., 2001; Sembada and Koay, 2019). For
example, a study by Tandon et al. (2016) highlighted that consumers' willingness to purchase
online depends on the convenience of the website. Another study by Raman (2019) showed
that the convenience of transactions is an important variable in forming consumers' positive
attitudes and predicting their willingness to purchase online. Second, convenience makes an
important contribution to the value of consumers' desired outcome (Sembada and Koay, 2019).
Prior research has shown that when transactions become complex (e.g., lengthy registration
forms, technical glitches, complex discount rules), consumers are more inclined to abandon
their shopping carts due to the challenging buying process (Rajamma et al., 2009). In
consideration of this evidence, another aim of this study is to explore the potential of perceived
transaction inconvenience as the conditioning factor affecting hesitation to checkout.
The remainder of the study is organized as follows. First, the theoretical background is
discussed and the relevant literature on price and the hesitation mindset is reviewed. Next, the
research framework and hypotheses are developed, after which the process of data collection
and the final sample size are described. Fourth, the results of the data analysis are presented.
Then, the findings are discussed, based on which theoretical and practical implications are
presented. Finally, the study's limitations are outlined and suggestions for future research are
offered.

Data Collection and Sampling

With over 872 million people engaging in online shopping, China has become the
second-largest e-tailing market in the world after the United States (Statista, 2021a). However,
many retailers still prefer to expand their brick-and-mortar stores, on the basis that the live
experience attracts more consumers as a competitive advantage (Marian, 2021). Furthermore, a
recent report by Statista (2021b) documented that as of December 2020, despite ~79.1% of
Chinese consumers purchasing on various shopping platforms (e.g., Taobao, Tmall, and
JD.COM), the OSCA rate was about 76.3% (Creditdonkey, 2019). One of the product categories
with the highest OSCA rate is women's clothing (FinancesOnline, 2021). Evidently, empirical
research on respondents with extensive Internet coverage and experience in online shopping is
highly appropriate. Therefore, Mainland China was the study site for data collection in this study.

To collect the data, an online survey form was created through wenjuanxing
(https://www.wjx.cn), one of the largest online survey platforms in China. The questionnaire was
sampled using purposive sampling as this method is viewed effective in obtaining valid
responses which could provide information relevant to the study (Saunders et al., 2012). In this
study, respondents who are Chinese from Mainland China (Southern and Northern China) and
have an online shopping experience are invited to answer the survey between January and
March 2021. Since this study was targeted at online consumers in Mainland China, the
questionnaire was designed in English and back-translated into Chinese to ensure all the items
expressed the same meaning (Brislin, 1970). Before formal data collection, the study instrument
was pre-tested by a panel of five individuals, comprising practitioners, academics, and target
respondents, to comment on the representativeness and applicability of the questionnaire.
Afterwards, a pilot test was conducted with 30 respondents who fit the research context. Based
on their feedback, the final measurement items underwent minor changes to their wording and
layout (see Appendix 1).
After excluding one response with obvious regularity, a total of 883 valid responses were
retained. According to Hair et al. (2019), a sample size of 883 is considered adequate; this
number also exceeded the minimum sample size required for post-hoc analysis1. The
demographic profile of the study participants was analyzed using frequency tests. The results
showed that most of the respondents were aged between 21 and 30 years old (37.30%), female
(58.60%), bachelor's degree holders (55.30%), earned a monthly income of less than RMB
5,000 (75.80%), and from the northern region (52.92%). Additionally, a majority of the
respondents indicated that they have 1–3 years of experience with online shopping (41.00%)
ARTICLE 2

Consumers Are Spending More Per Visit In-Store than Online. What Does This Mean for
Retailers?

By Greg Petro, Jun 17, 2023.

The growth of online shopping casts a long shadow over a surprising trend: consumers spend
significantly more per visit in-store than online.

The trend was validated yet again in a recent First Insight Report which found that 71 percent
of all shoppers surveyed spent $50 or more when shopping in-store. This compares to only 54
percent of respondents spending more than $50 when shopping online.

Emotion plays a role in shopping behavior. There is a human side of in-store shopping and
shoppers crave that visceral experience. According to a survey from Clicktale, 40% of shoppers
use ‘retail therapy’ as a way to calm down, while 74% said they have "stress-shopped" in the
past. A study from the Journal of Consumer Psychology states the benefits of retail therapy.
Making purchase decisions reduces residual sadness.

I personally love to shop in-store. Every chance I get I like to walk the floors of retail stores to
get inspiration and experience the new trends. Having grown up in retail at the start of my
career, I track the evolution of physical retail with great interest. There’s nothing quite like the
buzz of a compelling store experience fueled by exciting, new, must-have styles or gadgets.

The report also found that impulse shopping is alive and well in-store, as consumers are still
more likely to add to their cart once inside a location. However, online impulse shopping has
been much less effective, even as consumers do more shopping online. Specifically, 89 percent
of women and 78 percent of men who visit physical stores shared that they add additional items
to their cart beyond their identified need. By comparison, a lower 67 percent of men and 77
percent of women reported adding extra items to their carts when shopping online.

Many retailers have likely believed that consumers are shopping similarly on-line as they are
in-store and adding to carts as easily with a click as they are with a push of the cart. The data
proves that this is far from true, and begs two important questions:
How can online retailers make better suggestions for additional items that will land in the cart?

How can retailers with store locations drive more traffic through the door, and further exploit
these “impulse” opportunities?

First, let’s look at in-store.

● In-Store Promotions and Deals: Seventy-five percent of the time both men and women
will purchase more than the catalyst that brought them to the store. But most only go
in-store when they have a need for something. This means that retailers must not only
look for new ways to create engaging in-store experiences that resonate, but also lean
further on in-store-only promotions and sales.
● Unique Items: That said, having a product that a consumer needs, and can’t get
anywhere else, is critical. If a consumer can quickly find it online and compare prices
across a range of online retail locations, the likelihood that they’ll get in their car to go
get it is slim. Retailers more and more are utilizing voice-of-consumer analytics to get
better insights into consumer preferences, pricing and unique items that will bring
consumers through the door. Fifty-nine percent of retail leaders name
voice-of-consumer analytics as the most transformative technology to their business,
and this number needs to continue to grow.
● In-Store Technology Embraced More by Men: Experiences are also critical, particularly
when it comes to men, who are outpacing women not only in usage of in-store
technology but are more likely to say it enhances their experiences. This may fly in the
face of beliefs of many retailers who assume women will appreciate magic mirrors, smart
fitting rooms, interactive windows, beacons and virtual reality the most. However, in
every case, men used and enjoyed these technologies more than women.
● Men More Likely to Buy Clothes: More men are shopping in-store for clothing than
online. While an equal share of women purchases clothing online and in-store (73
percent), 66 percent of men say they make their clothing purchases in-store, versus 59
percent online. While stereotypes have long held that women are primarily in-store
shoppers, retailers looking to capture greater sales must ensure they are giving equal
footing to men and consider how marketing and merchandising choices are being
presented on the floor.

These data point to the continued evolution of retail and how changing consumer behavior is
disproving many assumptions by retailers. While online retail is growing, there remain significant
opportunities for both online and in-store retailers to tailor offerings better and align with
consumer expectations. There are significant opportunities to increase sales by bringing more
consumers back in-store, particularly men, who prefer the physical store shopping experience,
and enjoy technology-driven experiences. To effectively execute on these opportunities, retailers
must not only capture data beyond sales but also tap into the voice of their consumers to guide
future product and pricing decisions, both in-store and online.

The new reality of retail reminds me of hockey. In-store and online are like the offense and
defense of the retail experience. A great hockey team can pass the puck effectively back and
forth between offensive and defensive players, each one playing a part to get it across the goal
line. Winning retailers help consumers move seamlessly between their online and in-store
experiences on the way to the goal line: the purchase. The winners in retail proactively play
offense (in-store) and defense (online) to differentiate their offerings and deliver value that builds
customer loyalty. Retailers and brands need to optimize their store footprint and learn how to
utilize online as an extension of the in-store experience (or vice-versa) to create experiences
and winning competitive advantages. Striking the right balance between the two channels is the
key to growth and longevity in the evolving retail game.
 ● Articles from Panel Miss Azira

ARTICLE 1

5 reasons why customers prefer to shop in-store instead of online

by: Collectique

The shopping behavior of consumers is hard to predict. It constantly switches between online
shopping and a visit to a physical store. Comeos already indicated that webrooming (looking for
inspiration online and then making a purchase in-store) is a lot more common than the reverse
practice of window shopping. And studies show that 91% of purchases are made in physical
stores, compared to 9% online. It’s clear that physical stores are here to stay, and in particular
for the following reasons.

Experiencing the product

For many consumers, the main reason to make purchases in-store, is the opportunity to
experience the product. That sofa that you saw online, how comfortable would it really be? Is
that sweater as soft as you expected it to be? The reviews say “good quality”, but you might
think differently. Have you found a nice jacket but are you unsure whether it will fit you? In a
physical store, you always have the possibility to test and try things on, which is a huge help to
make a final decision and ultimately increases your customer satisfaction.

Expert advice
Another important reason to make purchases in a physical store, is that customers highly value
the advice from a professional. At least 1 in 5 customers state that customer advice is their
number one reason why they prefer to shop in-store. Staff that has the right knowledge and
assists you with advice, indeed creates trust. Moreover, personal services and customized
advice ensure that a purchase is made more quickly. And the better the advice, the higher the
chance that the customer will return. Customer experience is without a doubt a strong asset of
the brick and mortar store.

Immediate availability of the product

Speed ​and time reduction lead to higher consumer satisfaction, that’s why webshops often offer
same day delivery. But it’s not always the case for all products, so it happens that you may have
to wait a few days. Or maybe you just missed the delivery and you have to go back and forth to
a pickup point, which can be very time consuming as well. This is yet another reason why
physical stores have a competitive edge. Their local stock ensures that customers can
immediately take their products home and thus develop a strong relation with the brand.

Customer experience
Nowadays, customer experience is essential for any retailer. Brick and mortar shops can play
this card more than ever to stand out from their online competitors. After all, shopping is also
about having fun. There are many boutiques and chains that offer services in their stores, such
as personal styling, alteration services, special shopping nights, workshops,… The more
personal, the better! These types of initiatives ensure a true customer experience that is hard to
copy for any webshop

No return required
Many customers find the return process for online orders too complex or time consuming. So, if
you go shopping in a physical store, you already save yourself the hassle of a return. You
immediately choose what you want and you don’t have to worry about a potential return.
Instead, just take the desired products home!
ARTICLE 2

Online Shopping vs In Store Shopping: Comparing the Differences for Your Customers

by: Caroline McMullen

Though we live in a digital world, brick-and-mortar shopping is still very much alive. Despite

online shopping becoming much more prevalent, the vast majority of shoppers still make

purchases in-store. This reduces shipping costs, allows shoppers to take advantage of special

discounts, and allows customers to see products before making a purchase.

There are also some types of in-store shopping that will simply never go away. These include

those with in-person service, food/beverage, and many more.

Benefits of in store shopping

When it comes to shopping at brick-and-mortar locations, consumers have a plethora of benefits

that they cannot find while online shopping. Whether it’s trying on clothes from their favorite

retailer or avoiding shipping costs, online vs brick and mortar shoppers experience different

benefits, including:

● Better Customer Service: When a consumer interacts with an employee in person, they
can receive better advice and input on the specific product in which they are searching
for.
● Returning Items: Removing items from your shopping cart can be a hassle on a poorly
designed website. In some cases, online shoppers have to leave their page to remove
an item from their cart. In-store shopping alleviates this hassle by allowing the shopper
to physically remove the item. It’s also easier for customers to interact with your return
policy when they make returns in store.
● Interacting with the Product: Another perk of in-store shopping vs online shopping is
interacting with the products before making a final purchase. Interacting with items
before purchasing helps a customer decide of the product is right for them.

A look at the future of in-store shopping

Brick and mortar shopping has a long way to go before dissipating into an exclusive

eCommerce market. In fact, in-store shopping appears to have a bright future. This suggests

brick and mortar will potentially make a comeback. However, most shoppers start by doing

online research and following up with an in-store purchase. This helps the shopper investigate

the product and find the best deal before committing to buying the item.

It would appear that no matter the future of in-person shopping, there will always be an element

of eCommerce to it. Whether clipping an online coupon or researching directions on a website,

brick-and-mortar stores must adapt to this consumer behavior to thrive in the future.

Online Shopping vs In Store Shopping

Whether your customers are shopping in-store or online, each type offers its own benefits.

Though there has been an increase in online shopping, the majority of customers still prefer

brick and mortar vs online shopping to make their final purchases. It’s important to make sure

your business can handle both operations through an omnichannel retail strategy.

There is a way to harness the benefits of both revenue streams while staying true to your brand.

For example, conducting market research on how your direct customers shop is an excellent

way to gain insight. Utilizing this target demographic will help your business save time and

money discovering if they prefer online shopping vs in store shopping.

 ● Articles from Panel Miss Iman

ARTICLE 1

Abstract

While a large number of consumers in the US and Europe frequently shop on the Internet, research on
what drives consumers to shop online has typically been fragmented. This paper therefore proposes a
framework to increase researchers’ understanding of consumers’ attitudes toward online shopping and
their intention to shop on the Internet. The framework uses the constructs of the Technology
Acceptance Model (TAM) as a basis, extended by exogenous factors and applies it to the online shopping
context. The review shows that attitudes toward online shopping and intention to shop online are not
only affected by ease of use, usefulness, and enjoyment, but also by exogenous factors like consumer
traits, situational factors, product characteristics, previous online shopping experiences, and trust in
online shopping.

Introduction
Despite the slowing penetration of regular Internet users, the number of consumers using the Internet to
shop for consumer goods and services is still growing (Forrester Research, December 2001). Research
from the GfK Group (2002) shows that the number of online shoppers in six key European markets has
risen to 31.4 percent from 27.7 percent last year. This means that 59 million Europeans use the Internet
regularly for shopping purposes. However, not only does the number of online shoppers grow, the volume
of their purchases also increases over‐proportionally. In the US, online sales are forecasted to exceed $36
billion in 2002, and grow annually by 20.9 percent to reach $81 billion in 2006. Europeans are spending
more money online as well. For instance, Europe's largest discount carrier, easyJet Airline Co., sold $80
million more tickets online in the six months ended March 31 than it did a year earlier (Reinhardt and
Passariello, 2002), whereas combined revenues for Amazon.com's European operations grew at more than
70 percent annually in each of the past three quarters, topping $218 million.

Basic determinants of attitude and intentions toward online shopping

Motivations of consumers to engage in online shopping include both utilitarian and hedonic dimensions.
Whereas some Internet shoppers can be described as “problem solvers”, others can be termed seeking for
“fun, fantasy, arousal, sensory stimulation, and enjoyment” (Hirschman and Holbrook, 1982). The
problem solvers merely shop online in order to acquire a specific product or service, in which case
shopping is considered to be “an errand” or “work” (Babin et al., 1994). Their main concern is to
purchase products in an efficient and timely manner to achieve their goals with a minimum of irritation.
In contrast, the second category sees online shopping as “enjoyment” and seeks for the potential
entertainment resulting from the fun and play arising from the Internet shopping experience. They
appreciate the online shopping experience for its own sake, apart from any other consequence like, for
example, an online purchase that may result (Holbrook, 1994). This dual characterization of consumers’
motivations for online shopping is consistent with our framework: whereas “usefulness” and “ease of use”
reflect the utilitarian aspects of online shopping, “enjoyment” embodies the hedonic aspect. The next
three paragraphs elaborate on the discussion that both utilitarian and hedonic factors ultimately affect
consumers’ attitude toward shopping on the Internet.
Usefulness
“Usefulness” is defined as the individual's perception that using the new technology will enhance or
improve her/his performance (Davis, 1989, 1993). Applying this definition to our research context, as the
new technology we classify shopping on the Internet, and as the individual's performance the outcome of
the online shopping experience. Then, “usefulness” refers to consumers’ perceptions that using the
Internet as a shopping medium enhances the outcome of their shopping experience. These perceptions
influence consumers’ attitude toward online shopping and their intention to shop on the Internet. TAM
posits a weak direct link between “usefulness” and attitude, and a strong direct link between “usefulness”
and intention (Davis et al., 1989). This was explained as originating from consumers intending to use a
technology because it was useful, even though they did not have a positive affect toward using. Apart
from this, “usefulness” is also linked with “ease of use” to determine consumers’ attitude toward online
shopping. According to TAM, “usefulness” is influenced by “ease of use”, because the easier a
technology is to use, the more useful it can be (Venkatesh, 2000; Dabholkar, 1996; Davis et al., 1989).

Consumer traits
Consumer traits that are of interest in understanding why consumers shop on the Internet include
demographic factors and personality characteristics. Four relevant demographic factors – age, gender,
education, and income – (Burke, 2002) have a significant moderating effect on the relationship between
the three basic determinants “ease of use”, “usefulness”, and “enjoyment” and consumers’ attitude toward
online shopping. The influence of age is noticeable through the fact that compared to older consumers,
younger adults, especially those under age 25, are more interested in using new technologies, like the
Internet, to find out about new products, search for product information, and compare and evaluate
alternatives (Wood, 2002). A reason for this is that older consumers may perceive the benefits of Internet
shopping to be less than the cost of investing in the skill needed to do it effectively, and therefore avoid
shopping on the Internet (Ratchford et al., 2001). Next to the higher interest in using new technologies,
consumers younger than age 25 are the group most interested in having fun while shopping. They respond
more favorably than older shoppers to features that make online shopping entertaining. When it comes to
gender, men express a greater interest in using various types of technology in the shopping process. They
are more positive about using the Internet as a shopping medium, whereas female shoppers prefer using
catalogs to shop at home. But the female consumers that do prefer to shop on the Internet, shop more
frequently online than their male counterparts (Burke, 2002; Li et al., 1999). Education also plays a
moderating role in the relationship between the three basic determinants and consumers’ attitude toward
online shopping. Higher educated consumers are more comfortable using non‐store channels, like the
Internet to shop (Burke, 2002). A reason for this is that education is often positively correlated with an
individual's level of Internet literacy (Li et al., 1999). A final demographic factor of interest is income.
Consumers with higher household incomes (above $75,000 annually) intend to shop more online
compared to lower income consumers. A reason for this is that higher household incomes are often
positively correlated with possession of computers, Internet access and higher education levels of
consumers (Lohse et al., 2000).

Next to these demographic factors, personality characteristics also have a moderating effect on the
relationship between “ease of use”, “usefulness”, and “enjoyment” and consumers’ attitude toward
shopping on the Internet. In our research context, relevant personality traits are “expertise” (Ratchford et
al., 2001; Alba and Hutchinson, 1987), “self‐efficacy” (Eastin and LaRose, 2000; Marakas et al., 1998;
Bandura, 1994), and “need for interaction” (Dabholkar and Bagozzi, 2002; Dabholkar, 1996). “Expertise”
is defined as an individual's level of knowledge or skill. In order to shop on the Internet, a considerable
amount of knowledge or skill is required. Aside from the basic knowledge of computer use, consumers
also have to learn the skills needed to obtain the desired information on the Internet. Because learning to
shop on the Internet is costly and time‐consuming for those who are computer illiterate to start with,
consumers weigh the costs and benefits before deciding whether to invest in learning the required skills.
Since learning‐by‐doing is an important component of acquiring such skills, those who have the most
experience at shopping on the Internet are likely to be the most skilled (Ratchford et al., 2001). Once
consumers have the required level of knowledge and skills to shop on the Internet, this will attenuate the
relationship between “ease of use” and “usefulness” and their attitude toward online shopping, because
these factors are then of less influence to them in forming a positive attitude toward shopping on the
Internet.

In order to fully understand consumers’ motivations to engage in online shopping, situational factors have
to be taken into account as well. A wide variety of situational aspects can moderate the relationship
between attitude and consumers’ intention to shop on the Internet, but for the purpose of this paper only
the most relevant are discussed: “time pressure”, “lack of mobility”, “geographical distance”, “need for
special items” and attractiveness of alternatives”. To most consumers important attributes of online
shopping are convenience and accessibility (Wolfinbarger and Gilly, 2001): because consumers can shop
on the Internet in the comfort of their home environment, it saves time and effort, and they are able to
shop any time of the day or night. Especially for consumers that, owing to their extended working hours,
only have a small amount of free time, online shopping is an excellent opportunity. Thus, the situational
factor “time pressure” has an attenuating impact on the relationship between attitude and consumers’
intention to shop online. Because the Internet is time saving and accessible 24 hours a day, this becomes
the main drive for online shopping and attitude toward Internet shopping is less important. A second
situational factor is “lack of mobility” (Avery, 1996). Consumers who are not able to shop in traditional
stores owing to an illness or other immobilizing factors, have the ability to shop on the Internet to fulfill
their shopping goals. Furthermore, for consumers who have to travel large distances to stores that provide
them with the articles needed, shopping on the Internet is a viable alternative to overcome this
“geographical distance”. A fourth situational factor that attenuates the relationship between attitude and
consumers’ intention to shop online is the “need for special items” (Wolfinbarger and Gilly, 2001). In case
consumers need to acquire tailored products, like special sized clothing or large sized shoes, that are not
available in conventional stores, shopping on the Internet is an option for them to purchase these special
items anyhow. Finally, the last situational factor that moderates the relationship between attitude and
intention is “attractiveness of alternatives”. In case consumers are drawn by the attractiveness of a certain
store in their neighborhood that, for example, sells the same products as the online store, the relationship
between attitude and intention will be attenuated. The reason for this is that the consumer, although he
might have a positive attitude toward online shopping, is lead by the strong attractiveness of the
brick‐and‐mortar alternative. Therefore, he will choose to shop offline, despite his positive attitude
toward shopping on the Internet.
Product characteristics
Consumers’ decisions whether or not to shop online are also influenced by the type of product or service
under consideration. Some product categories are more suitable for online shopping than other categories.
The lack of physical contact and assistance in shopping on the Internet is one factor that influences this
suitability. Another factor is the need to feel, touch, smell, or try the product, which is not possible when
shopping online. Following this, clearly standardized and familiar products such as books, videotapes,
CDs, groceries, and flowers, have a higher potential to be considered when shopping on the Internet,
especially since quality uncertainty in such products is virtually absent, and no physical assistance or
pre‐trial is needed (Grewal et al., 2002; Reibstein, 1999). On the other hand, personal‐care products like
perfume and lotion, or products that require personal knowledge or experience like computers and cars,
are less likely to be considered while shopping online (Elliot and Fowell, 2000). Thus, if personal
interaction with a salesperson is required for the product under consideration, consumers’ intention to
shop on the Internet is low. Furthermore, if consumers need to pre‐trial the product under consideration,
or have the necessity to feel, touch or smell the product, then their intention to shop online is low as well.
However, in case of standardized and familiar goods, or certain sensitivity products that require a level of
privacy and anonymity, consumers’ intention to shop on the Internet is high (Grewal et al., 2002).
Previous online shopping experiences
Intention to shop online is also influenced by consumers’ Internet shopping history (Shim et al., 2001). It
is demonstrated by past research findings that prior online shopping experiences have a direct impact on
Internet shopping intentions (Eastlick and Lotz, 1999; Weber and Roehl, 1999). Helson (1964) suggests
that an individual's response to a judgmental task is based on three aspects:

​ 1. Sum of the individual's past experiences.

​ 2. The context or background.
​ 3. The stimulus.
​

Trust in online shopping

Lack of trust is one of the most frequently cited reasons for consumers not shopping on the Internet (Lee
and Turban, 2001). Since this shopping medium is relatively new and most of them have only little
experience with it, shopping on the Internet provides a challenge to many consumers. Rotter (1971) has
found that in novel situations, people rely on their general disposition to trust. The most salient source of
trust in a retail setting is the salesperson, where consumer trust is dependent on the salesperson's
expertise, likeability, and similarity to the customer (Doney and Cannon, 1997). However, with online
shopping this physical salesperson is replaced by help buttons and search features, thus removing the
basis of consumer trust in the shopping experience (Lohse and Spiller, 1998). Furthermore, online
shopping also contains a level of risk. Consumers cannot physically check the quality of a product or
monitor the safety and security of sending sensitive personal and financial information while shopping on
the Internet (Lee and Turban, 2001). This condition creates a sense of powerlessness among online
shoppers. Therefore trust has an important moderating effect on the relationship between consumers’
attitude toward Internet shopping and intention to shop online.
Conclusion
While a large number of consumers in the US and Europe frequently shop on the Internet, research on
what drives consumers to shop online has typically been fragmented. In this paper, we therefore propose a
framework to increase researchers’ understanding of consumers’ attitude toward online shopping and
their intention to shop on the Internet. The framework uses the constructs of TAM as a basis, extended by
exogenous factors and applies it to the online shopping context. Our review shows that attitude toward
online shopping and intention to shop online are not only affected by ease of use, usefulness, and
enjoyment, but also by exogenous factors like consumer traits, situational factors, product characteristics,
previous online shopping experiences, and trust in online shopping.
ARTICLE 2

7 reason why you should shop online

by: Neha Kapoor

The world is fast evolving, and so is everything that resides in it. The market system of the world today is
no exception to this evolution. Lots of businesses and trade stores now take their online presence
seriously. The reason is not far-fetched; this is because most people now prefer to purchase their goods
and services online rather than entering someone’s store to shop. There are reasons why people will rather
go online to shop, and some of these are highlighted below:

● SAVE YOUR TIME

Shopping online is much better than going into stalls and shops to buy goods and ask for services
to be rendered because it saves a lot of time. One can easily browse through different online
shops and e-commerce stores to select whatever they want within the shortest possible time. It
takes a lot of time to go into a store and try finding your way around the big supermarket;
sometimes it can get worse when the store is not properly sectioned. Online, with the help of the
search icon, it is very easy to find your way and get the specific goods you want within a very
short time. Also, instead of moving from one supermarket to the other, one can always open
multiple tabs on the PC or mobile device and pick from the variety of available options. It is
obvious that it will take a significantly shorter time to order for goods and services online than to
move from one supermarket to the other trying to get things.

● LESS STRESSFUL
● Shopping online significantly saves one of a lot of stress. When you are online, there is
no fear of bumping into a crowd or having to join a long queue before you purchase
whatever you want to buy. This is so different from going to the supermarket to buy
things, most times, you have to get on a queue just to make payment and this can be
stressful. Some locations of some supermarkets are also in top cities where there are
many people and each time someone goes out to get things to buy, the road can be very
crowded and sometimes one can even be robbed if one is not careful.
● MANY VARIETIES TO SELECT FROM
Online, you will see many products of different varieties to select from when compared to
offline stores. On the e-commerce stores, for instance, so many product owners have their
goods displayed online with different specifications, so one can select the particular
 product one wants. On the other hand, in the other supermarkets, there are limited
options. Some limited to the products in that specific vicinity or community, some other
ones to the goods being produced in that state and the lucky ones get to display the goods
produced within the country. In online stores, one can get products being produced from
anywhere around the world with just a few clicks.

● MORE BONUSES AND DISCOUNT DEALS OR COUPONS

This is another advantage buyers get whenever they shop online. In a bid to attract more
customers to buy their products, sellers tend to give out more discount deals and coupon
codes, which buyers can use to make purchases online. More bonuses are also available
online when compared with offline stores and supermarkets. Well, this is very reasonable
because there are more products of the same type online than the ones being available
offline, so for a seller to get more purchases, he or she has to make more discount offers
and bonuses available. You do not usually get much of this if you are shopping offline
because many of the prices are fixed and they can be sometimes on the high side.

● EASIER TO RETURN GOODS AND CANCEL ORDERS

Before making your purchase there is the option where you can read up the reviews given
by other buyers that have used the product. Reviews go a long way in dictating the way a
particular product works, and it can help you select which one fits best for the purpose
you desire it to be used for. For example if you need a best printer then you can also take
a look at sites like Reviewwind.com for in-depth guides. When you read a review online,
and you are satisfied, you can always go ahead to make the purchase. On the other hand,
when you read a review, and you are not happy, you can still cancel your order if you
have not gotten the goods yet. You can also return the good or give a poor review if you
do not like the product.

● NO ONE HAS TO KNOW

Shopping online can be very personal, and no one knows what you are buying. You own
your devices, and you can make your orders and get them in the comfort of your room
without a third party knowing about it. When you go to the street or to a supermarket to
make purchases, apart from the security cameras that record every of your movement and
takes into account everything you select, there are also more people that get to see you
and everything you buy. Therefore, if you desire privacy when making your purchases,
then, you should consider buying online.
● EASIER TO SEND GOODS TO DISTANT PLACES
This is one of the most important reasons you should pick the online option whenever
you want to make any purchase. It is much easier to make an order and set the delivery to
a particular location anywhere around the world. You can easily get a gift for a birthday,
wedding or whatsoever and have it delivered to the doorstep of the recipient with just a
few clicks. This is unlike going to a supermarket to get goods you want to send to another
location, this will require more time, money and the goods can even get missing in
transit.

Final Words With all of these stated above, shopping online is fast expanding, and there
everyone should find it easier to use because of its advantages and features that make it
stand out.