Understanding Internet Shoppers: An Exploratory Study
Document Type
Article
Publication Date
2009
Publication Title
Marketing Management Journal
Abstract
As part of a mall intercept study in comparing mall shoppers who shop both online and at the mall with those mall shoppers who do not shop online, we found several unique aspects about Internet shoppers. Internet shoppers are more fashion conscious, exhibit more variety seeking behaviors, are more likely to comparison shop, and have a more positive attitude toward shopping than those mall shoppers who do not also buy online. Additionally, those who have used the Internet over a longer period of time are more likely to be Internet shoppers. Finally, Internet shoppers are not any more price sensitive than mall shoppers who do not also buy online. The implications for retail managers are discussed.
Recommended Citation
Eastman, Jacqueline K., Rajesh Iyer, Cindy H. Randall.
2009.
"Understanding Internet Shoppers: An Exploratory Study."
Marketing Management Journal, 19 (2): 104-118: Marketing Management Association.
source: https://www.researchgate.net/publication/288950599_Understanding_internet_shoppers_An_exploratory_study
https://digitalcommons.georgiasouthern.edu/marketing-facpubs/143
Comments
Subscription to Marketing Management Association is required to fully access article