2.4 The development of our theory
Existing literature had been studied that different gender had different motivations for online shopping behaviors, such as costs saving, availability of information and brand/fashion. These motivations can be classified into utilitarian dimension or hedonic dimension. However, not much is known about the effects of utilitarian and hedonic motivation on the behavioral differences based on gender. Moreover, the differences between men and women really exist, including physical and mental differences. The differences drew marketing researchers’ interest that brought out related studies, such as gender differences in decision-making styles (Vincent and Walsh, 2004), online and store buying motivations (Dittmar et al., 2004) and internet shopping behaviour (Chang and Samuel, 2004). The general conclusion is that gender has significant effect on a person’s decision to shop online.
According to previous literature reviews, utilitarian motivation is described as rational, and emotional is hedonic motivation in natural. However, Zhang, X., Prybutok, V. R., & Strutton, D. (2007) indicated that males were more impulsive online shoppers than females, whereas, Gasiorowska (2003) stated women tended to have stimulating character, thus it is connected to emotions derived from the process of shopping. The different results of these studies issue a question, which group is more emotional or rational? Therefore, there is still a need for closer examination of the online shopping intention based on gender. Since the gender differences of personality traits are significant, this paper would like to address that female will report higher person-oriented and more affect by emotions.
We would like to find out how these...
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...e) is also being analysis. (Davis, 1989). Park (2007) argued that perceived ease of use represents well the person’s incentive on the utilitarian aspects. Based on the above analysis, perceived ease of use has an effect on utilitarian motivation.
Venkatesh and Morris (2000) suggested that females have higher computer anxiety compared to men and proposed that the influence of perceived ease of use on the intention to use e-shopping is stronger for females than for males. On the other hand, perceived ease of use is more salient in determining perceived usefulness for females than males (Ong and Lai’s, 2006). Thus, the corresponding hypothesis was:
H3a. The effect of perceived ease of use on utilitarian of shopping online will be stronger for women than men.
H3b. The effect of perceived ease of use on attitude toward shopping online will be stronger for women than men.
When looking at the general attitude of shoppers toward each of the three shopping areas, several important facts are needed to prepare the results. The average response or mean, the size of the sample of our population and clarification on the level of confidence acceptable to the end user of the survey all cont...
When choosing to shop online or at a brick and mortar store, start by weighing the pros and cons of each established method of shopping. When shopping online a consumer is are able to browse multiple stores while sitting in their pajamas, no driving from store to store, and there is no need to deal with overcrowded stores. Time is not an issue, browsing online for a pair of shoes might start at three in the morning or five at night. Online shopping brings the global market place directly to a shopper’s front door. Under normal circumstances, the common person would not be able to browse and purchase from stores far away like China.
One of the main advantages of e-commerce is the fact that one doesn't have to stand in queues waiting to be served, or be placed on hold for instance in a telephone ordering system. E-commerce leaves it to the buyer as to when and where to purchase what they want. They can do it at the office, in the comfort of their homes, and with the advent of mobile technology, one can shop practically anywhere they are able to connect to their vendor of choice. This gives the customer the feeling of being in control of their time. Thus for customers, this is one of the most popular convenience of e-commerce.
Online buyers also have many concerns about shopping online. From the same article mentioned above, the following were tallied:
The advance in the usage of internet and online shopping among the college students has created new opportunities for online retailers. The objective of the research was to analyse the factors influencing the online buying behaviour of the college students. The factors influencing for online shopping identified in this article are availability, best price, best promotions, comparison, convenience, customer service, ease of use, enjoyment, time consciousness, trust, variety and visual
One of the advantages is perceived usefulness and perceived ease of use of the electronic banking services has proven to have significant impact on intention to use internet banking. Perceived ease of use is defined as the degree to which a person believes that using particular system would be free from effort (Davis, 1989). Likewise, Mathieson (1991), perceived that ease of use as the consumer’s perception that online banking involves minimum effort. Individuals that perceived internet banking as easy to use, feel that they need less effort to operate the system and will use the service.
... other factors will be seen on the evidence. Even those people who purchase product online still gather information as many as they can in order to be convinced to purchase the product since every consumer has different criteria on the things that he or she needed to purchase and the quality is always present. This only provide us that even through online, the quality of a product should still be measured and should still be in accordance with the needs of the consumer. But it can’t still denied that those target who can’t find their time to go to the mall to buy the things they needed, would prefer to go online shopping. Online shopping is a great help for those people who can’t find time to go to the mall to buy the things they need when it’s available online, so customers get satisfied on what they get including the quality (Chung-Hoon Park, et. al.2003). (96%)
Doolin, B., Dillon, S., Thompson, F. and Corner, J.L. (2005): “Perceived risk, the internet shopping experience and online purchasing behaviour: A New Zealand perspective”, Journal of Global Information Management”, vol 13(2), ABI/INFORM Global, Pp. 66
One of the reasons why shopping online is preferred by some people is because it is convenient. No more heavy shopping bags to lift, activities like pushing the grocery cart, and long lines of cashier registers. Although PriceGrabber offers cheaper or better selling prices, it still has the same quality. Other expenses that go along with shopping out in malls are also evaded. The choices of online shoppers vary with each chosen category and subsection. Spontaneous shopping sprees are avoided since the buyer can take his or her time before making any transactions.
Consumers may find utilitarian value in shopping, and this is seen as a more functional and tangible motivation (Solomon, Bamossy & Askegaard, 1999; Hirschman & Holbrook, 1982, p.134, Babin, Darden, & Griffin, 1994, p.646), resulting from a more conscious pursuit of the actual outcome wanting to get something (Babin, Darden, & Griffin, 1994, p.645). Miller (1998, as cited in Bardhi & Arnould, 2005, p.224) suggest that often when shopping according to a more utilitarian view, or provisional view, many of the individual desires take a second stage. However, consumption can also involve fantasies, feelings and fun (Hirschman & Holbrook, 1982, p.132) and can be about the actual experience and process (Tauber, 1972) which is the hedonic value (Babin, Darden, & Griffin, 1994, p.646; Sherry, 1990, p.26). Both motivations exist and can be found in shopping but it seems to be a question of the specific experience or situation to what degree each value is found (Solomon, Bamossy & Askegaard, 1999; Babin, Darden & Griffin, 1994; Dhar & Wertenbroch, 2000; To, Liao, Lin, 2007; Kim H,
Online and in-store shopping differentiates in various ways. However, they both are convenient ways to shop. Recently, online shopping has been most convenient for me, but I enjoy both ways of shopping. I believe that shopping preferences change depending on a person’s situation. I noticed that many people are starting to prefer online shopping more than in-store shopping.
Shopping is an essential part of modern-day Western world life. It is how we obtain processed resources to live, not only in comfort, but also the basic requirements. Stores provide these resources for us to purchase. Today it is very common for us to go the local superstore and walk through the aisles and grab products and place them in the cart. At a time in history it wasn’t like that. Patrons were assisted by a clerk who stood behind a counter where products were kept. As shopping has changed and will continue to change, showing the contrast helps inform consumers and retailers the challenges. This essay will focus on the development of self-service, gendered shopping, through a literature review of Sharon Zukin, Paul du Gay and recent field experience.
Shopping has always been one of my favorite hobbies. The hardest part is choosing which is better at that moment, online shopping or in-store shopping. I personally love to do both, especially when there are sales, because sometimes online may have a better sale than in store and vice versa. In the real world real shoppers will know that Online and in-store shopping differentiates in various ways. However, depending on the situation they both are sometimes convenient ways to shop. Recently, in-store shopping has been more convenient for me because sometimes I just want or need something right away, but in reality I enjoy both ways of shopping. I believe that shopping preferences change depending on a person’s situation.
The phenomenon of impulse buying is becoming increasingly commonplace in developed countries. Our culture of consumption makes us less likely to resist temptation and consider the consequences before purchasing things. The impacts could be varied dramatically depended on where it takes place. For instance, the things that you purchase impulsively could be a bar of chocolate; however, it could also be a Louis Vuitton handbag and the consequences would be much severe. Hence, a lot of researchers are interested in studying the causes of this phenomenon in terms of different parameters such as age and gender. In relation to gender, researchers attempted to find whether there will be a gender difference in impulse buying and the possible
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...