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ABSTRACT
This study examines the effect of the consumers' sex and age on their perceptions of the problems and the benefits of shopping and buying online, compared to doing so in a traditional retail store. Overall image profiles can be viewed, but the principal focus is on the similarities and differences between gender and age groups. Along with perceptions of problems and benefits of online buying, a direct comparison between store versus online buying sharply reveals the contrasts among men and women of different ages.
Keywords: Consumer Behavior; Database Marketing; Direct Marketing; Electronic Commerce; Online Shopping; Gender Effects
INTRODUCTION
Adoption by Consumers
Given the degree of effort required of the public who use the Web, the acceptance and adoption of this innovation has been extremely swift. However, many initial concerns, especially in terms of online shopping, remain. We propose that unlike users of MP3 players, such as the iPod, who play a passive role while listening or watching, users of the Internet must initiate the connection, specify the location to be visited, and largely control die interaction from beginning to end. For example, when downloading music on iTunes the passive listener described above must become an active participant. With such demands on the user, some demographic groups might be expected to approach adoption of online shopping very differently, with different concerns, and at a different pace than others.
Research shows that there seems to be an identifiable segment of consumers that has a preference for the Internet as a retail shopping alternative. (Keen, Wetzels, Ruyter, & Feinberg, 2004) As of November 2008, 73% of American adults were Internet users but only 40% of American adults were consider regular Internet users. Consumers' attitudes and behavior toward online shopping are influenced by many factors such as ease of use, usefulness, enjoyment, and risk. However, even with its ease of use, the risks inherent in online shopping, specifically the interaction between product risk and e-tail format, remain major concerns and reasons for consumers' hesitation to buying online. (Liu, 2004; Zhou, Dai, & Zhang, 2007)
Adoption by Marketers
While there are myriad uses for the Internet that are important and valuable, use of the Web as a commercial vehicle has far outstripped all other functions, combined. The...