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| Author: | Swinyard, W.R. Smith, S.M. |
| Title: | Why people (don't) shop online: A lifestyle study of the Internet consumer |
| Journal: | Psychology & Marketing
2003 : JUL, VOL. 20:7, p. 567-597 |
| Index terms: | Consumers Shopping Electronic commerce Internet Life style research USA |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | This study examines the lifestyle characteristics of online households. By means of a U.S. national probability sample of online heads of households, this descriptive research is the first of its kind to provide a lifestyle perspective of who is using the Internet to shop, who does not shop, and why. It is hypothesized and shown that, compared with online non-shoppers (herein: ol-nonshs.), online shoppers (herein: ol-shs.) are younger, wealthier, better educated, have higher computer literacy, spend more time on their computer and on the Internet, find online shopping to be easier etc., and are more fearful of financial loss from online shopping. The study further hypothesizes that ol-shs. and ol-nonshs., are heterogeneous groups comprised of particular market segments having unique Internet-related lifestyles. Four ol-shs. segments and four ol-nonshs. segments are identified. Each segment is profiled and its marketing implications discussed. |
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