![]() ![]() |
Internet is the rapidest growing media during the past decade. Especially, online shopping is a rapidly growing e-commerce area. Forrester Research forecasts that online retail trade will be about $217.8 billion by 2007 and account for 8% of total retail. ComScore Networks reported that for the year 2001, domestic online sales totaled more than $53 billion. This figure shows a growth rate of about 20% compared to the year 2000. According to Arbitron/Edison Media Research (2002), the number of consumers who purchase online is growing sharply. 40% of all Americans have ever purchased goods or services on the Web. Average amount spent online in last one year was about $658 and 56% of Internet users have made a purchase online. According to annual Internet survey of WHICHonline, 15% of British Internet users visit online shopping sites most frequently and 14% regularly use Internet for online shopping. This survey suggests that book is the most popular item on the Internet and Flights/Holidays is the second popular item. (Figure 1)
FIGURE 1
Based on the previous researches, several factors were sellected as factors which affect online purchasing behavior. - Demographics (Age, Education, Income, and Gender) - Consumer Orientation (Convenience-oriented and Experience-oriented) - Price
|
| Introduction | Conceptual Model | Factors | How to Measure | Shopping Sites | References | Contact me |
|