Understanding Internet Shoppers: An Exploratory Study
Marketing Management Journal
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.
Eastman, Jacqueline K., Rajesh Iyer, Cindy H. Randall.
"Understanding Internet Shoppers: An Exploratory Study."
Marketing Management Journal, 19 (2): 104-118: Marketing Management Association.