New research carried out by a consumer behaviour researcher at Henley Management College has investigated what drives people to search online. The findings reveal that convenience, time-efficiency and personal control are the key drivers for consumers to search online, rather than cost. It also shows that the relationship between traditional and online retailing outlets needs to be more unified.
E-shopping has changed the face of retail, and surfers are now looking for Spring sale bargains. This is following a bumper e-Christmas, where Internet shopping soared almost 50% during the 10-week run-up to Christmas 2005 (IMRG).
However, the new findings reveal that convenience and personal control are the key drivers for consumers to search online. Dr Susan Rose, from Henley Management College, said: “What motivates online shoppers is the ability to shop, where, when and how they like. Nowadays people can shop over their Shreddies in the morning, rather than wait for stores to open.”
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