OBSERVATIONS: The Internet Shopper

Naveen Donthu · Adriana Garcia

980 citations0/0 files storedJournal of Advertising Research

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Based on a telephone survey, the authors found that Internet shoppers are older and make more money than Internet non-shoppers. Internet shoppers are more convenience seekers, innovative, impulsive, variety seekers, and less risk averse than Internet non-shoppers are. Internet shoppers are also less brand and price conscious than Internet non-shoppers are. Internet shoppers have a more positive attitude toward advertising and direct marketing than non-shoppers do. Implications of these findings are discussed.

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References

1996Advertising Value and Advertising on the Web 1996The World Wide Web as an Advertising Medium: Toward an Understanding of Conversion Efficiency 1996The infomercial shopper 1987In-home shopping: Are there consumer segments?1976In-Home Shoppers. An Overview 1971Life Style Patterns and Commercial Bank Credit Card Usage 1996Observations: The Infomercial Shopper

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