Abstract
A survey of 11 positive features and 10 discouraging features of online shopping was carried out on 180 students and identified certain behavioral patterns for online shoppers versus non-shoppers. It was found that online shoppers have consistently stronger positive feelings about online shopping than do non-shoppers. On the other hand, non-shoppers have more negative feelings about online shopping than do shoppers, but not consistently so. Online shoppers are aware of some of the discouraging features of online shopping, but these features do not deter them from shopping online. The implication for marketers is that they should focus on making the experience of online shopping more accommodating and more user-friendly since the positive features of online shopping ("convenience" and "efficiency") appear to be more important than the negative features ("effort/impersonality").
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