Buying or browsing?

European Journal of Marketing - Tập 37 Số 11/12 - Trang 1666-1684 - 2003
Mark Brown1, Nigel Kenneth Pope2, Kevin E. Voges3
1UQ Business School, University of Queensland, St Lucia, Australia
2School of Marketing, Griffith University, Nathan, Australia
3Department of Management, University of Canterbury, Christchurch, New Zealand.

Tóm tắt

Consumer selection of retail patronage mode has been widely researched by marketing scholars. Several researchers have segmented consumers by shopping orientation. However, few have applied such methods to the Internet shopper. Despite the widespread belief that Internet shoppers are primarily motivated by convenience, the authors show empirically that consumers' fundamental shopping orientations have no significant impact on their proclivity to purchase products online. Factors that are more likely to influence purchase intention include product type, prior purchase, and, to a lesser extent, gender.

Từ khóa


Tài liệu tham khảo

Alba, J., Lynch, J., Weitz, B. and Janiszewski, C. (1997), “Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces”, Journal of Marketing, Vol. 61 No. 3, pp. 38‐53.

APT Strategies (1998), APT Strategies Newsletter July 1998, available at: www.aptstrategies.com.au/junk/newsletters/july1998.htm.

Baker, M.J. and Churchill, G.A. Jr (1977), “The impact of physically attractive models on advertising evaluations”, Journal of Marketing Research, Vol. 14, pp. 538‐55.

Bellenger, D.N. and Korgaonkar, P.K. (1980), “Profiling the recreational shopper”, Journal of Retailing, Vol. 56 No. 3, pp. 77‐92.

Berkman, H.W. and Gilson, C.G. (1978), Consumer Behaviour: Concepts and Strategies, Dickenson Publishing, Encino, CA.

Biehal, G. and Chakravarti, D. (1982), “Information‐presentation format and learning goals as determinants of consumers' memory retreival and choice processes”, Journal of Consumer Research, Vol. 8 No. 4, pp. 431‐41.

Blakney, V.L. and Sekely, W. (1994), “Retail attributes: influence on shopping mode choice behavior”, Journal of Managerial Issues, Vol. 6 No. 1, pp. 101‐18.

Bloch, P.H., Sherrell, D.L. and Ridgway, N. (1986), “Consumer search: an extended framework”, Journal of Consumer Research, Vol. 13, June, pp. 119‐26.

Brown, S. and Reid, R. (1997), “Shoppers on the verge of a nervous breakdown”, in Brown, S. and Turley, D. (Eds), Consumer Research: Postcards from the Edge, Routledge, London.

Burke, R.R. (1998), “Real shopping in a virtual store”, in Bradley, S.P. and Nolan, R.L. (Eds), Sense and Respond: Capturing the Value in the Network Era, Harvard Business School, Boston.

Cassill, N.L., Williamson, N., McEnally, M. and Thomas, J. (1994), “Department store cross‐shoppers”, Journal of Applied Business Research, Vol. 10 No. 4, pp. 88‐96.

Comer, J.M., Mehta, R. and Holmes, T.L. (1998), “Information technology: retail users versus non‐users”, Journal of Interactive Marketing, Vol. 12 No. 2, pp. 49‐62.

Cox, D.F. and Rich, S.U. (1964), “Perceived risk and consumer decision‐making: the case of telephone shopping”, Journal of Marketing Research, Vol. 1, November, pp. 32‐9.

Darby, M.R. and Kami, E. (1973), “Free competition and the optimal amount of fraud”, Journal of Law and Economics, Vol. 16, April, pp. 66‐86.

Darden, W.R. and Ashton, D. (1974), “Psychographic profiles of patronage preference groups”, Journal of Retailing, Vol. 50 No. 4, pp. 99‐112.

Darian, J.C. (1987), “In‐home shopping: are there consumer segments?”, Journal of Retailing, Vol. 63 No. 2, pp. 163‐86.

Darley, W.M. and Smith, R.E. (1995), “Gender differences in information processing strategies: an empirical test of the selectivity model in advertising response”, Journal of Advertising, Vol. 24 No. 1, pp. 41‐56.

Donthu, N. and Garcia, A. (1999), “The Internet shopper”, Journal of Advertising Research, Vol. 39 No. 3, pp. 52‐8.

Gehrt, K.C. and Carter, K. (1992), “An exploratory assessment of catalog shopping orientations: the existence of convenience and recreational segments”, Journal of Direct Marketing, Vol. 6 No. 1, pp. 29‐39.

Gehrt, K.C., Alpander, G.G. and Lawson, D.A. (1992), “A factor‐analytic examination of catalog shopping orientations in France”, Journal of Euromarketing, Vol. 2 No. 2, pp. 49‐69.

Gehrt, K.C., Yale, L.J. and Lawson, D.A. (1996), “The convenience of catalog shopping: is there more to it than time?”, Journal of Direct Marketing, Vol. 10 No. 4, pp. 19‐28.

Georgia Institute of Technology (1999), GVU's 10th WWW User Survey, available at: www.gvu.gatech.edu/user_surveys/survey‐1998‐10.

Gillett, P.L. (1970), “A profile of urban in‐home shoppers”, Journal of Marketing, Vol. 34 No. 3, pp. 40‐5.

Gillett, P.L. (1976), “In‐home shoppers: an overview”, Journal of Marketing, Vol. 40 No. 4, pp. 81‐8.

Hagel, J. III and Armstrong, A. (1997), Net Gain: Expanding Markets through Virtual Communities, Harvard Business School Press, Boston, MA.

Hawes, J.M. and Lumpkin, J.R. (1984), “Understanding the outshopper”, Journal of the Academy of Marketing Science, Vol. 12 No. 4, pp. 200‐18.

Hoffman, D.L. and Novak, T.P. (1996), “Marketing in hypermedia computer‐mediated environments: conceptual foundations”, Journal of Marketing, Vol. 60 No. 3, pp. 50‐68.

Jamieson, L.F. and Bass, F.M. (1989), “Adjusting stated intention measures to predict trial purchase of products: a comparison of models and methods”, Journal of Marketing Research, Vol. 26, August, pp. 336‐45.

Jarvenpaa, S.L. and Todd, P.A. (1997), “Is there a future for retailing on the Internet?”, in Peterson, R.A. (Ed.), Electronic Marketing and the Consumer, Sage, Thousand Oaks, CA.

Juster, T.F. (1966), “Consumer buying intentions and purchase probability: an experiment in survey design”, Journal of the American Statistical Association, Vol. 61, September, pp. 658‐96.

Korgaonkar, P.K. (1982), “Non‐store retailing and perceived product risk”, in Walker, B.J. et al. (Eds), An Assessment of Marketing Thought and Practice: 1982 Educators' Conference Proceedings, American Marketing Association, Chicago, IL.

Korgaonkar, P.K. and Bellenger, D. (1983), “Nonstore retailers and consumer characteristics”, Akron Business and Economic Review, Vol. 14 No. 4, pp. 29‐34.

Korgaonkar, P.K. and Wolin, L.D. (1999), “A multivariate analysis of Web usage”, Journal of Advertising Research, Vol. 39 No. 2, pp. 53‐68.

Lavin, M. (1992), “Have contemporary consumers integrated mail/phone order into their categorization of goods and retailers?”, Journal of Direct Marketing, Vol. 6 No. 3, pp. 22‐30.

Lesser, J.A. and Hughes, M.A. (1986), “Towards a typology of shoppers”, Business Horizons, Vol. 29 No. 6, pp. 56‐62.

Lumpkin, J.R. (1985), “Shopping orientation segmentation of the elderly consumer”, Journal of the Academy of Marketing Science, Vol. 13 No. 2, pp. 139‐51.

McDonald, W.J. (1993), “The role of demographics, purchase histories, and shopper decision‐making styles in predicting consumer catalog loyalty”, Journal of Direct Marketing, Vol. 7 No. 3, pp. 55‐65.

Morrison, D.G. (1979), “Purchase intentions and purchase behaviour”, Journal of Marketing, Vol. 43 No. 2, pp. 65‐74.

Moschis, G.P. (1976), “Shopping orientations and consumer uses of information”, Journal of Retailing, Vol. 52 No. 2, pp. 61‐70.

Pope, N.K.L., Brown, M.R. and Forrest, E.J. (1999), “Risk, innovativeness, gender, and involvement factors affecting the intention to purchase sport product online”, Sport Marketing Quarterly, Vol. 8 No. 2, pp. 25‐34.

Prasad, V.K. (1975), “Socioeconomic product risk and patronage preferences of retail shoppers”, Journal of Marketing, Vol. 39 No. 3, pp. 42‐7.

Rowley, J. (1996), “Retailing and shopping on the Internet”, International Journal of Retail & Distribution Management, Vol. 24 No. 3, pp. 26‐37.

Schmidt, R.A., Segal, R. and Cartwright, C. (1994), “Two‐stop shopping or polarization: whither UK grocery shopping?”, International Journal of Retail & Distribution Management, Vol. 22 No. 1, pp. 12‐19.

Shamdasani, P.N. and Ong, G.Y. (1995), “An exploratory study of in‐home shoppers in a concentrated retail market”, Journal of Retailing and Consumer Services, Vol. 2 No. 1, pp. 15‐23.

Shim, S. and Mahoney, M.Y. (1992), “The elderly mail‐order catalog user of fashion products: a profile of the heavy purchaser”, Journal of Direct Marketing, Vol. 6 No. 1, pp. 49‐58.

Stapel, J. (1971), “Sales effect of print ads”, Journal of Advertising Research, Vol. 1 No. 3, pp. 32‐6.

Stephenson, P.R. and Willett, R.P. (1969), “Analysis of consumers' retail patronage strategies”, in McDonald, P.R. (Ed.), Marketing Involvement in Society and the Economy, American Marketing Association, Chicago, IL.

Stone, G.P. (1954), “City and urban identification: observations on the social psychology of city life”, American Journal of Sociology, Vol. 60, July, pp. 36‐45.

Tat, P.K. and Schwepker, C.H. Jr (1998), “An empirical investigation of the relationships between rebate redemption motives: understanding how price consciousness, time and effort, and satisfaction affect consumer behavior”, Journal of Marketing Theory and Practice, Vol. 6 No. 2, pp. 61‐71.

Wallace, D.J. (1995), “Shopping online: a sticky business”, Advertising Age, April, p. 20.

Westbrook, R.A. and Black, W.C. (1985), “A motivation‐based shopper typology”, Journal of Retailing, Vol. 61 No. 1, pp. 78‐103.

Whitlark, D.B., Geurts, M.D. and Swenson, M.J. (1993), “New product forecasting with a purchase intention survey”, Journal of Business Forecasting, Vol. 12 No. 3, pp. 18‐21.

Williams, R.H., Painter, J.J. and Nicholas, H.R. (1978), “A policy‐oriented typology of grocery shoppers”, Journal of Retailing, Vol. 54 No. 1, pp. 27‐42.

Wolff, M. (1998), How I Survived the Gold Rush Years on the Internet, Simon and Schuster, New York, NY.

Yu, J. and Cooper, H. (1983), “A quantitative review of research design effects on response rates to questionnaires”, Journal of Marketing Research, Vol. 20, February, pp. 36‐44.

Bellenger, D.N., Robertson, D.H. and Hirschman, E.C. (1978), “Impulse buying varies by product”, Journal of Advertising Research, Vol. 18, pp. 15‐18.

Blankertz, D.F. (1950), “Motivation and rationalization in retail buying”, Public Opinion Quarterly, Winter, pp. 659‐67.

Clawson, C.J. (1971), “How useful are 90‐day purchase probabilities?”, Journal of Marketing, Vol. 35 No. 4, pp. 43‐7.

Darden, W.R. and Reynolds, F.D. (1971), “Shopping orientations and product usage rates”, Journal of Marketing Research, Vol. 8, November, pp. 505‐8.

Dholakia, R.R., Pederson, B. and Hikmet, N. (1995), “Married males and shopping: are they sleeping partners?”, International Journal of Retail & Distribution Management, Vol. 23 No. 3, pp. 27‐33.

Forrester Research (2000), Forrester Findings, available at: www.forrester.com/ER/Press/ForrFind/0,1768,0,FF.html.

Lockshin, L.S., Spawton, A.L. and Macintosh, G. (1997), “Using product, brand and purchasing involvement for retail segmentation”, Journal of Retailing and Consumer Services, Vol. 4 No. 3, pp. 171‐83.

Nunnally, J.C. (1978), Psychometric Theory, McGraw‐Hill Publishing, New York, NY.

Punj, G. and Stewart, D.W. (1983), “Cluster analysis in marketing research: review and suggestion for application”, Journal of Marketing Research, Vol. 20, May, pp. 134‐48.

Rahtz, D.R., Sirgy, M.J. and Meadow, H.L. (1989), “The elderly audience: correlates of television orientation”, Journal of Advertising, Vol. 18 No. 3, pp. 9‐20.

Reynolds, F.D. (1974), “An analysis of catalog buying behavior”, Journal of Marketing, Vol. 38 No. 3, pp. 47‐51.

Singh, J. (1990), “A typology of consumer response styles”, Journal of Retailing, Vol. 66 No. 1, pp. 57‐99.

Tauber, E.M. (1972), “Why do people shop?”, Journal of Marketing, Vol. 36 No. 4, pp. 46‐9.

Weible, R. and Wallace, J. (1998), “Cyber research: the impact of the Internet on data collection”, Marketing Research, Vol. 10 No. 3, pp. 19‐24.