Expert Journal of Marketing (Dec 2013)
Examining Online Shopping Services in Relation to Experience and Frequency of Using Internet Retailing
Abstract
E-shopping has the potential to replace traditional in-store shopping. It is well perceived that information and communication technologies have great impacts on modern society - they are changing how and where we work, shop, and in general terms how we live our lives. In this study, we use a survey instrument to examine the association between experience level with Internet and e-shopping and consumers’ frequency of online purchasing, while considering sex as a passive influencer. We study these relationships in a multinomial logistic regression model that is aimed at online retailers to help them improve their understanding of their consumers’ characteristics and propensity to buy through Internet retailing. Tracking the online journey of consumers will help enhance the attractiveness of this new retailing medium to current and potential customers.
