Comparison shopping on the internet
by Michael Klassen, Pola Gupta, Matthew P. Bunker
International Journal of Business Information Systems (IJBIS), Vol. 4, No. 5, 2009

Abstract: Though comparison shopping is used widely by online shoppers, very little research exists about how comparison shoppers differ from those who are not involved in comparison shopping. A survey of 208 US consumers identified comparison shoppers, both on and off the web. A comparison using the t-test analysis revealed that comparison shoppers, in contrast to those who are not involved in comparison shopping, have a more positive attitude towards shopping on the web; consumers find it more economical and convenient and believe it to offer more bargains and better selection than traditional shopping. Comparison shoppers also possess a more positive attitude to comparison shopping on the web, seeing it as convenient and easy.

Online publication date: Sat, 16-May-2009

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