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Online consumer behavior and its relationship with socio-demographics, shopping orientations, need for emotion, and fashion leadership
Journal
Journal of Business and Media Psychology
ISSN
2191-5814
Type
journal article
Date Issued
2011-04
Author(s)
Burkolter, Dina
Abstract
With online shopping entering a consolidation phase, there is a need for research differentiating online consumer behavior for a range of prod-uct categories. Also, individual differences in online shopping need to be considered. Therefore, a survey (N = 405) assessing online infor-mation search and online shopping for nine different product categories as well as socio-demographic and individual variables (shopping orien-tation, need for emotion, and fashion leadership) was conducted in Germany. Results showed significant differences in online information search as well as shopping regarding gender, status of employment, and education. Moreover, individual variables were differently related to online shopping behavior. Findings are discussed with respect to the future development of the internet as well as scientific and practical in-sights.
Language
English
Keywords
online consumer behavior
information search
individual differences
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Hochschule Fresenius
Publisher place
Köln
Volume
2
Number
2
Start page
20
End page
28
Pages
9
Subject(s)
Division(s)
Eprints ID
208940