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Switching to electronic stores: consumer characteristics and the perception of shopping benefits

Ruby Roy Dholakia (Ruby Roy Dholakia is Professor of Marketing and Electronic Commerce in the Department of Marketing, University of Rhode Island, Kingston, Rhode Island, USA.)
Outi Uusitalo (Outi Uusitalo is Assistant Professor of Marketing in the School of Business and Economics, University of Jyvaeskylai, Jyvaeskylai, Finland.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 October 2002



The shift from physical (brick and mortar) stores and hard copy catalog stores toward electronic stores (e‐tailing) may be seen as a continuous innovation building on past changes brought about by in‐home shopping methods such as catalog, TV and direct mail. Why are e‐tailers then having such difficulty retaining their customers? In this paper, we examine the influence of consumer characteristics on perception of shopping benefits associated with electronic and physical shopping. Based on a mail survey of upscale US households, the empirical study finds the two shopping formats to be clearly different from each other in terms of perceived shopping benefits. The data supports the influence of individual characteristics (such as age, household income and family composition) as well as past behaviors on the shopping benefits associated with the two modes of shopping.



Roy Dholakia, R. and Uusitalo, O. (2002), "Switching to electronic stores: consumer characteristics and the perception of shopping benefits", International Journal of Retail & Distribution Management, Vol. 30 No. 10, pp. 459-469.




Copyright © 2002, MCB UP Limited

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