Title: Comparison shopping on the internet

Authors: Michael Klassen, Pola Gupta, Matthew P. Bunker

Addresses: Department of Marketing, University of Northern Iowa, 1227 West 27th Street, Cedar Falls, IA 50614, USA. ' Department of Marketing, Wright State University, 3640 Colonel Glenn Highway, Dayton, OH 45435, USA. ' Department of Marketing, University of Northern Iowa, 1227 West 27th Street, Cedar Falls, IA 50614, USA

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.

Keywords: electronic commerce; e-commerce; comparison shopping; consumer attitudes; factors; internet; electronic retailing; e-tailing; online shopping; e-shopping; USA; United States.

DOI: 10.1504/IJBIS.2009.025207

International Journal of Business Information Systems, 2009 Vol.4 No.5, pp.564 - 580

Published online: 16 May 2009 *

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