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Related Experiment Videos

Attitudes toward buying online.

Bijou Yang1, David Lester

  • 1Department of Economics and International Business, Bennett S. Lebow College of Business, Drexel University, Philadelphia, Pennsylvania 19104, USA. lesterby@drexel.edu

Cyberpsychology & Behavior : the Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society
|March 10, 2004
PubMed
Summary
This summary is machine-generated.

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Online shoppers value convenience and efficiency, outweighing negative aspects. Marketers should enhance user-friendliness to attract more consumers to e-commerce platforms.

Area of Science:

  • Consumer Behavior
  • E-commerce Studies

Background:

  • Online shopping presents both advantages and disadvantages.
  • Understanding consumer perceptions is crucial for e-commerce success.

Purpose of the Study:

  • To identify positive and negative features of online shopping.
  • To compare behavioral patterns of online shoppers and non-shoppers.

Main Methods:

  • Survey conducted among 180 students.
  • Analysis of 11 positive and 10 discouraging features.
  • Identification of behavioral patterns.

Main Results:

  • Online shoppers exhibit consistently stronger positive feelings towards online shopping.
  • Non-shoppers express more negative feelings, though not consistently.

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  • Awareness of drawbacks does not deter online shoppers.

    • Conclusions:

    • Positive attributes like convenience and efficiency are paramount for online shoppers.
    • Marketers should prioritize user-friendly and accommodating online experiences.
    • Addressing negative features is less critical than enhancing positive ones.