How does online shoppers' behaviour differ from traditional shoppers Essay

How does online shoppers' behaviour differ from traditional shoppers (see full queation attch on folder) - Essay Example This essay examines the various factors that influence the differences between traditional shoppers and online shoppers, namely, price awareness or sensitivity, size preference, brand perception or loyalty, economic and non-economic motivations, information availability, impulsiveness, and the buying process. Contents Page Section Title Page Number I. Introduction 5 1.1. Problem Statement 6 1.2 Research Rationale 6 II. Review of Related Literature 7 2.1.Differences between Traditional Shoppers and Online Shoppers 7 2.2. The Buying Process 8 2.3. Impulse Buying 9 2.4. Information Availability and Search Costs 10 2.5. Non-Economic Motives 15 2.6. Economic Motives 19 2.7. Brand Loyalty and Size Preference 21 2.8. Price Awareness/Consideration 23 III. Conclusions 24 I. Introduction In reaction to the rapidly changing and enlarging online business activities, scholarly studies on electronic commerce, or e-commerce, is increasing dramatically, as well. A wide range of research topics has b een studied by scholars from a variety of disciplines. Digital technology has generated new ideas and led to major transformations in people’s communication, interaction, and behaviour. The concept of ‘e-commerce’ mainly denotes the process of information exchange and transactions between commercial entities and consumers (Kim et al., 2002). E-commerce provides retailers new ways of reaching consumers and penetrating markets previously inaccessible. A particular area of research on e-commerce is the difference between consumers’ behaviour online and in traditional shopping contexts. In spite of the dramatic increase of online businesses and well documented rivalry between traditional and online stores, there is a surprising lack of empirical research on behavioural differences between online shoppers and traditional shoppers. According to Close (2012), research subjects on this field are primarily interested in identifying disparities in shoppers’ p urchase behaviour and decision-making processes, and providing interpretations of the discovered behavioural differences. 1.1. Problem Statement Traditional shopping and online shopping have numerous differences, as well as similarities. Online shopping could offer interactive activities, convenience, and expediency, and the traditional or, also referred to as brick-and-mortar, shopping could offer customers actual experience with products and/or services and a more relaxing shopping environment (Hoyer & MacInnis, 2008). Both online and traditional stores are exerting considerable efforts enhancing their services. This essay investigates how online shoppers’ behaviour differs from traditional shoppers. In order to provide a comprehensive analysis of the issue, this essay examines the various factors that influence the differences between traditional shoppers and online shoppers, namely, price awareness or sensitivity, size preference, brand perception or loyalty, economic and non-economic motivations, information availability, impulsiveness, and the buying process. 1.2. Research Rationale This investigation is carried out due to the continuous expansion of e-commerce, which, consequently, influences consumer behaviour. It is important to understand the behavioural differences between traditional shoppers and online shoppers, especially for marketers and entrepreneurs, because such differences are indicative of the strengths and weaknesses of each shopping medium. II.