The main advantage of online shopping is convenient. Online shops open 24/7. People who live in remote areas do not need to speed long time on the traveling to the stores. Consumers who come from other cities/countries can easily buy the native and specialty goods by just a click instead of going to that cities/countries themselves. The relevant information of products can be received from any location in seconds. Study showed that 72% of online shoppers preferred surf online than go to retail store to attain information about a product (Lokken et al., 2003). Online shopping also has greater price information (as cited...
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... shopping (Monsuwe et al., 2004). Rather than the completion of shopping task, online shopping itself is fun and playful. With this advantage, consumers find “enjoyment” in online shopping. If consumers enjoy the online shopping experience, they are more likely to shop online. Study suggested that online shopping enjoyment can generates search intention, which in turn generates purchase intention (To et al., 2007).
Consumers’ motivations for online shopping are dual characterization. Research claimed that utilitarian motivation can influence consumers’ intention to search and to purchase, while hedonic motivation has a direct impact on intention to search and indirect impact on intention to purchase (To et al., 2007). Online shopping has many advantages which can fit consumers’ needs and motivation. It might be one reason of the rapid growth of online shopping.
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