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Do determinants of online shopping differ for personal shoppers and professional shoppers?

Do determinants of online shopping differ for personal shoppers and professional shoppers? Purpose – Individuals use the web for shopping for both personal and professional objectives. The purpose of this paper is to show that the demographic profile of individuals who shop online for personal reasons is different from that of those who shop for professional reasons. Design/methodology/approach – Based on marketing literature, hypotheses were generated regarding the relationships between proclivity to purchase online and demographics. The data were collected through online surveys, and the hypotheses tested with an ordinal regression model. Findings – This research indicated that individuals with children, high incomes, and large internet experience are more likely to shop online for personal purposes and younger men with large internet experience are more likely to shop online for professional purposes. Research limitations/implications – One of the limitations of this study is that it focuses on only the demographic determinants, and ignores others, such as reputation and size, service quality, overall ease of use and usefulness of the web site, etc. Originality/value – This paper would be valuable to online retailers, as it will help them to identify their target customers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

Do determinants of online shopping differ for personal shoppers and professional shoppers?

EuroMed Journal of Business , Volume 2 (1): 16 – Sep 1, 2007

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1450-2194
DOI
10.1108/14502190710749974
Publisher site
See Article on Publisher Site

Abstract

Purpose – Individuals use the web for shopping for both personal and professional objectives. The purpose of this paper is to show that the demographic profile of individuals who shop online for personal reasons is different from that of those who shop for professional reasons. Design/methodology/approach – Based on marketing literature, hypotheses were generated regarding the relationships between proclivity to purchase online and demographics. The data were collected through online surveys, and the hypotheses tested with an ordinal regression model. Findings – This research indicated that individuals with children, high incomes, and large internet experience are more likely to shop online for personal purposes and younger men with large internet experience are more likely to shop online for professional purposes. Research limitations/implications – One of the limitations of this study is that it focuses on only the demographic determinants, and ignores others, such as reputation and size, service quality, overall ease of use and usefulness of the web site, etc. Originality/value – This paper would be valuable to online retailers, as it will help them to identify their target customers.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: Sep 1, 2007

Keywords: Electronic commerce; Internet shopping; Shopping; Consumer behaviour

References