Essay about Online Shopping vs. in Store Shopping

3240 Words Apr 16th, 2007 13 Pages
Introduction

As they do offline, consumers shop online for both goal-oriented and experiential reasons; in short, they shop to acquire items, and they shop to shop. However, goal-oriented motives are more common among online shoppers than are experiential motives. Importantly, consumers report that shopping online results in a substantially increased sense of freedom and control as compared to offline shopping. Importantly, consumers report that shopping online results in a substantially increased sense of freedom and control as compared to offline shopping.

Managerial Summary

We learned a lot by doing this experiment. When you set out to try to find the trends of students, it's not an easy task. We had to carefully decide which
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Clearly understanding what motivates consumers to shop online can and should inform strategy, technology and marketing decisions as well as website design. So, what motivates online shopping? In the offline environment, marketers recognize that consumers shop differently depending on whether their motivations for searching are primarily experiential (for fun) or goal directed (for efficiency)2.
Our research of online customers suggests that these two motivations generalize to the online environment as well. Experiential behavior is especially likely in categories where shoppers have an ongoing, hobby-type interest. Collectors and hobbyists enjoy the "thrill of the hunt" as much as the acquisition of items for the collection. As well, having time available and desiring stimulation results in more experiential shopping behavior. Scholars have also discovered that the higher playfulness associated with experiential behavior results in a more positive mood, greater shopping satisfaction and a higher likelihood of impulse purchasing compared to goal-focused shopping. Statement of Research

This research was supported by the Center of Human Research at Tennessee State University. The purpose of the project is to understand the attributes that contribute to consumers having a satisfying, high quality online shopping experience.

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