The Relationship Between Consumer Attitudes Between Consumer And Online Shopping

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2.4.2 THE RELATIONSHIP BETWEEN CONSUMER ATTTITUDE AND ONLINE SHOPPING
We believe that examining attitudes of early adopters is highly important at this stage given that attitude in this context plays a significant role in their repurchase decisions and also significantly affects the adoption intention of other consumers based on the information and views that they receive from early adopters (Van der Heijden, 2003; Hsu et al., 2014).
From the perspective of consumers and in comparison with traditional shopping, online shopping has its own advantages and benefits (Kim et al., 2008; Liu et al., 2012). First, online shopping enables consumers to purchase products and services at any point of time and wherever they are located. Second, online shopping allows consumers to save money, effort, and time when purchasing products. For example, comparisons among online retailers in terms of prices for a certain product can be done easily and efficiently in online shopping. Third, online shopping offers consumers the ability to search and collect more information and with a high level of transparency and convenience. We assume that such benefits would have a significant and positive effect on consumers’ attitudes toward online shopping (Delafrooz et al., 2011)
Accordingly, we postulate that consumers’ attitudes toward online shopping would be greatly affected by the design and appearance of the online retailer web site. The higher the quality of the web site of an online retailer, the

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