In many previous studies of consumer behavior, shopping
has been equated with buying. This research examines the
concept of browsing—the examination of a retailer's mer
chandise without a current intent to buy. Results indicate that
for the product classes of clothing and personal computers,
browsing is related to perceptions of relevant dimensions of
the retail environment. In addition, heavy browsers are more
involved with the product, are more knowledgeable, and are
more likely to be opinion leaders than are other consumers.
Suggestions for future research are also noted.
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