E-stores and online stores have become important aspects of the strategy of a retailer. Previous research indicates that online shoppers are fundamentally different from traditional offline consumers. However, according to the theory of Big East (Levy et al. 2005), the authors believe that there are segments of online shoppers who are very similar to regular shopper groups. To determine the motivations of online shopping and e-store attribute importance measures are used separately as a basis for developing typologies of online shopping. The results reveal that there are more similarities than differences among traditional buyers in stores and online. However, there is a little shopping unique types found in online stores, attracted by characteristics and attributes of the environment of online retail.
Table Of Content
Abstract2
Table Of Content3
Chapter14
Introduction4
Background O f Study5
Purpose of Study6
Problem Statement6
Research Questions6
Chapter 210
Literature Review10
Location16
Customer16
Convenient17
Pricing18
Widening scope19
Collaboration19
Privacy and Security20
The Internet is convenient; simple to use; hassle free21
Lack of personal contact and face anonymity22
It is easy to place an order over the Internet; it offers 24 hours access:22
The effect of culture on attitudes towards websites23
Attitudes toward buying online between males and females23
Other factors24
Chapter325
Methodology and Result25
Research method26
Instrument design and pre-tests26
Online data collection29
Data analysis and results31
Online shopping motivation dimensions31
E-Store attribute importance dimensions33
Online shopping motivation and e-store attribute importance based shopper typologies34
Table 1. Cluster centroids based on online shopping motivation dimensions.35
Table 2.37
Discussion and implications40
Chapter443
Conclusion43
Limitations and directions for future research45
References46
Chapter1
Introduction
The development of types of buyers is a well-established stream of research in retailing with more than 40 studies on retail patronage behavior using a variety of bases, such as the importance of attribute detail shopping motivations, attitudes towards shopping, shopping frequency and loyalty of the store. Most of these studies have focused on understanding consumer behavior in patronage of traditional retail formats. However, more recently, research in retailing online suggested that those who shop online to behave in a fundamentally different way compared to traditional retail customers (Alba et al., 1997)
With the World Wide Web development with maturity and growing e-commerce, online shopping behavior become important in people's lives.
From the retailer's view, they would attach importance to establish and improve of online stores. This could help retailer avoid sales and customer losing from online shopping and traditional shopping campaign. Under the trend of shopping behavior, retailers should adjust their sale strategy in order to attract more customers and earn more profit. So, research on discovering a better method is needed.(Sekaran,2000)
Background O f Study
Previous research, online shoppers are expected to be more concerned with convenience, are willing to pay more to save time (Burke, 1997), (Li et al., 1999), (Morganosky and Cude, 2000), and Shopping also may dislike regular (Burke, 1997). In addition, previous research argues that buyers online may request further product information, products greater variety of products, and more personalized or specialized and regular buyers (Burke, 1997) and (Syzmanski and Hise, 2000]). Finally, we believe that online shoppers are not strongly motivated the shop for pleasure or recreation (Li et ...