Electronic shoppers and nonshoppers among videotex users

Abstract

This study investigated differences between electronic shoppers and nonshoppers among videotex users in terms of shopping orientations, videotex usages, and demographics. Data (N = 55 1 ) were collected via questionnaires sent to I ,ooO current subscribers to a major videotex company. By utilizing discriminant analysis, it was found that shopping orientations and videotex usages were successful overall in distinguishing electronic shoppers from nonshoppers. However, demographics were relatively unsuccessful. Significant variables included eight factors of shopping orientations (easy use of electronic shopping; high-tech in-home shopper; home shopping prone; low perceived ambiguity; recreational shopper; low perceived high cost: shopping opinion leader; and less convenient/time-conscious shopper]: and six factors of videotex usages (general information; information exchange; financial information; cornputer/professionaI forum; length of videotex usage; and satisfaction with videotex services); and one demographic variable (education).

Online Travel Products Shopping: Differences between Shoppers and Nonshoppers

“…An early investigation (Korgaonkar and Moschis 1987) revealed that those who feel pressured for time favorably view Internet shopping. A few years later and contrary to expectations, Shim and Mahoney (1991) discovered that electronic shoppers were less time conscious than electronic nonshoppers. Later, Donthu and Garcia (1999) uncovered that Internet shoppers were less price conscious than nonshoppers, while 2 years earlier, price differences were not apparent (Kunz 1997).…”

“…Studies investigating store characteristics included (1) time saving, (2) price, (3) convenience, (4) reduced risk, (5) comparative shopping, (6) customer service factors, and (7) variety of goods (Donthu and Garcia 1999;Korgaonkar and Moschis 1987;Kunz 1997;Mast, Oliver, and Shim 1991;Mast, Shim, and Morgan 1991;Shim and Mahoney 1991). An early investigation (Korgaonkar and Moschis 1987) revealed that those who feel pressured for time favorably view Internet shopping.…”

“…In 1999, consumers who believed electronic shopping offered convenience adopted electronic shopping (Donthu and Garcia 1999), quite a change from 1991 when convenience was not a factor (Shim and Mahoney 1991). Other studies (Kunz 1997;Mast, Shim, and Morgan 1991) illustrated how electronic shoppers and nonshoppers alike viewed the convenience of online shopping.…”

“…Internet customers display similar personal characteristics. Internet shoppers were shopping opinion leaders (Korgaonkar and Moschis 1987;Kunz 1997;Shim and Mahoney 1991) and shopping innovators (Kunz 1997;Shim and Mahoney 1991). Opinion leadership is the "degree to which an individual is able informally to influence other individuals' attitudes or overt behavior in a desired way with relative frequency" (Rogers 1995, p. 281).…”

Shopping Orientation-Based Segmentation of U.S. Grocery Shoppers

“…Although for many years it was posited that home shoppers were convenience oriented, research in recent years has revealed that some home shoppers are actually recreationally oriented (i.e., Gehrt and Carter 1992;Shim and Mahoney 1991). Thus, shoppers who have a home shopping orientation may actually think that shopping for groceries from home can be fun.…”