From bricks to clicks: understanding the e-consumer

Dennis, Charles, Harris, Lisa and Sandhu, Balraj (2002) From bricks to clicks: understanding the e-consumer. Qualitative Market Research: An International Journal, 5 (4). pp. 281-290. ISSN 1352-2752

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t is well known that online shopping is growing, but recent reports have indicated that e-retailers are failing to deliver. In this paper, the authors consider aspects of shopping and shopping styles, comparing e-shopping with bricks and mortar. First, a small exploratory pilot study comparing Internet vs an exemplar shopping centre, and comparing the centre with an “ideal” centre is reported. In this initial stage, the respondents were selected as the “shoppers of tomorrow” – sixth-form students – more Web-literate than older age groups. Second, the results of a further small exploratory pilot study are reported with slightly more mature shoppers – university students. The qualitative findings from this stage of the research form the basis for our conclusions. Finally, we speculate on the possible future of shopping.

Keywords:Consumer behaviour, Internet, Retailing
Subjects:G Mathematical and Computer Sciences > G440 Human-computer Interaction
N Business and Administrative studies > N240 Retail Management
Divisions:Lincoln International Business School
ID Code:12972
Deposited On:17 Jan 2014 09:05

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