Berkowiz, Walton, and Walker (1979) suggested that in-home shoppers are younger and have higher than average education and occupational levels. Li, Kuo, and Russell (1999) found that men used more frequent online shopping than women and well-educated consumers were the frequent Web buyer. They also found that consumers with high incomes used more frequently Internet for shopping. Therefore, they suggested that the typical online shopper has been male, well-educated, wealthier than most people, and technologically savvy. However, trend is beginning to change. reported that Internet users from households with incomes greater than $75,000 grew just 13 percent, while the lower-income Internet users grew more than 49 percent to 7.5 million users. In addition, according to Global Online Retailing Report, the online shopper is becoming more like the typical middle-class retail consumer. The average annual household income of online shoppers in the U.S. has dropped from $59,000 in 1999 to $52,300 last year. In case of education, more than fifty percent of online shoppers doní»t have a college degree. Women online shopper is increasing. Women account for about sixty percent of total online shoppers in the U.S.

Considering this trends, the followings ere expected for this study


  • Internet users who are better educated are more likely to use online shopping less than those who are not.
  • Female Internet users use online shopping more frequently than male.
  • Internet users whose income is higher use online shopping less than those whose income is lower
  • Older consumers are more likely to make online purchasing than younger consumers.


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Last updated: November, 2002
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