Consumer internet purchasing patterns: a congruence of product attributes and technology
by Donna T. Mayo, Marilyn M. Helms, Scott A. Inks
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 3, No. 3, 2006

Abstract: E-commerce has significantly changed consumer purchasing behaviour; however, the impact is less than anticipated and concentrated in a few key categories that best fit the parameters of the technology. The key concern in e-commerce continues to be the slower-than-current-anticipated growth rate in consumer purchases, whereas business-to-business online purchasing continues a steady growth projection with wider international acceptance. Do certain consumer products fit the electronic commerce purchase mode better than others? If so, what purchasing and product characteristics do consumers consider advantageous for online shopping versus in-store shopping? In an attempt to address these questions, this study examines consumers' preferences for shopping online versus in-store shopping, as well as the attributes of products best suited for presentation and purchase in the online environment. Analysis of data collected from both initial focus group interviews and follow-up surveys suggests purchases vary by both product categories, as well as by product attributes. Some products are uniquely suited to online purchasing while other products are clearly more appropriate for in-store purchasing. This study examines the product traits unique to either shopping online or shopping in a store setting. Suggestions to make products more amenable to the internet shopping environment are presented, along with suggestions for future research.

Online publication date: Mon, 28-Aug-2006

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