According to Wolfinbarger and Gilly (1999), consumers make online shopping for both goal-oriented and experiential reasons, but goal-oriented motives are more common among online shoppers than are experiential motives. Greenfield Online suggested that online shoppers like to use Internet shopping because of its convenience and timesaving. This report found that convenience-oriented consumers prefer to buy on the Internet and experience-oriented consumers doní»t. Li et al. (1999) proposed that frequent Web buyers are higher in the convenience orientation but lower in the experiential orientations than occasional Web buyers and no differences were assumed in the recreational orientation and the economy orientation. Bellenger and Korgaonkar (1980) suggest that consumers can be categorized into two types: recreational and convenience shoppers. They proposed that the social aspect of shopping motivates the recreational shopper. Some research proposed that online shopping is not attractive to consumers who prefer to social interaction or experience. Swaminathan, Lepkowska-White, and Rao (1999) found that consumers who are oriented to convenience is more likely to use the Internet to buy goods and consumers who value social interaction is less likely to use the Internet for shopping.

Through these findings, it is assumed that consumers who want convenience are more likely to purchase on the Internet than consumers who like experiencing product.


  • Consumers who are convenience-oriented are more likely to purchase online than those who are not.
  • Consumers who are experience-oriented are less likely to purchase online than those who are not.


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Last updated: November, 2002
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