Online-Shopping: The Benefits Of Online Shopping

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According to Gutman, (1982) perceived benefits are attributes that derive beneficial outcomes. The benefits can be physiological, psychological, sociological or physical in nature. In the online shopping setting, perceived benefits of consumers are the sum of online shopping advantages or gratifications that convene their demands (Shwu-Ing, 2003).
The principles employed by consumers may be based on attributes and benefits of a specific product being considered for purchase or from the stores where they shop. Williams & Slama, (1995) defines store evaluative criteria as features buyers search for from the stores in which they shop. Paradigms of store attributes involve bargain, wide variety, ease of refunds, proficient salespeople, store status,
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The majority of prior online shopping researches have paid whole attention on recognizing the attributes of online stores reputed as successful (Davis, 1989; Liu and Arnett, 2000; Muylle et al., 2004; Shih, 2004). Numerous studies have revealed that internet shopping benefits was considerably related to attitude toward online shopping and intentions to shop online (Jarvenpaa and Todd, 1997; Vijayasarathy and Jones, 2000).

Additionally, Koivumaki (2001) stated that there is a positive relationship between the online shopping benefits and the regularity of purchases completed. Forsythe et al., (2002) averred a positive and extremely important relationship between perceived benefits of Internet shopping and both frequency of shopping and time spent online. Preceding researches of online shopping have found two categories of benefits; intrinsic and extrinsic. Consumers deem both as equally indispensable in their choices to utilize the online stores (Liu and Arnett, 2000; Muylle et al., 2004; Shih,
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As cited by Babin, Dardin, and Griffin (1994), the active or utilitarian goal-directed factors envisage that consumer will solicitously consider and evaluate product-related information prior to purchase versus the hedonic aspect or the pure enjoyment and fun of the shopping expertise. Within the TAM framework, usefulness of the interactive medium can be thought of as reflecting the more instrumental aspects of shopping, thus perceived usefulness and perceived ease of use reflect the utilitarian aspects of online shopping, while perceived enjoyment embodies the hedonic aspect of shopping (Monsuwe et al., 2004). Whilst some consumers may shop primarily for instrumental purposes, others may be above all enjoying these interactive media, and thus both factors can eventually affect their attitude toward using the Internet as an interactive means of

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