Consumer lifestyles and online shopping continuance intention

Abstract

Purpose

The purpose of this paper is to discuss the issues involved in understanding the buying behavior of Malaysian consumers, particularly in the online shopping context in relation to their lifestyles.

Design/methodology/approach

This paper provides a general review of the literature regarding the influence of lifestyles on consumer intentions to repurchase online.

Findings

The paper provides marketers with insights into how knowledge about lifestyle factors can be integrated into marketing and advertising strategies.

Practical implications

The results of this study will provide some ideas and practical suggestions which can be implemented particularly in online shopping in order to improve its continuance (i.e. customer retention strategies) as effective means of maintaining the subscriber base, market share and overall revenue of online businesses.

Originality/value

This paper delineates the importance of understanding consumer lifestyles and its effect on continuance intention that allows online marketers to predict prospective online shoppers' intention to repurchase more easily.

Citation

Ahmad, N., Omar, A. and Ramayah, T. (2010), "Consumer lifestyles and online shopping continuance intention", Business Strategy Series, Vol. 11 No. 4, pp. 227-243. https://doi.org/10.1108/17515631011063767