U.S. online shopping: Facts,fiction, hopes and dreams |
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| Affiliation: | 1. Emeritus-in-Service Integrated Marketing Communications Medill School of Journalism, Media, and Integrated Marketing Communications, 3-101MTC, 1870 Campus Drive, Northwestern University, Evanston, IL 60208, USA;2. Integrated Marketing Communications, Medill School of Journalism, Media, and Integrated Marketing Communications, 3-123, EV 2170, 1870 Campus Drive, Northwestern University, Evanston, IL 60208, USA;1. Department of Marketing Fairfield University Fairfield, CT 06825, USA;2. Department of Marketing and Finance Frostburg State University, Frostburg, MD 21532, USA;1. Department of Economics, University of Alberta Edmonton, Alberta, Canada T6G 2H4;2. Department of Economics, University of Waterloo, Ontario, Canada N2L 3G1;1. University of Orléans, VALLOREM Lab, Orléans, France;2. University of Lille 2 (Institute of Retail Marketing and Management—IMMD), The LSMRC Lab (Université de Lille-Skema Business School), Roubaix, France;1. EcoTopia Science Institute, Nagoya University, Chikusa-ku, Nagoya 464-8603, Japan;2. China Academy of Transportation Sciences, 240 Huixinli, Chaoyang District, Beijing 100029, China;3. Institute of Innovation for Future Society, Nagoya University, Chikusa-ku, Nagoya 464-8603, Japan;1. Marketing Department, Groupe ESC Troyes, 217 Avenue Pierre Brossolette, BP 710, 10002 TROYES Cedex, France;2. Marketing Department, Kedge Business School, 680 Cours de la libération, 33405 Talence Cedex, France;3. Marketing Department, Groupe INSEEC, France |
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| Abstract: | Much online shopping research has been viewed from the seller׳s side, i.e., volume, timing and the like. This paper looks at online shopping/buying from the buyer׳s view. Based on 285,000+ individual responses from an online U.S. panel, the questionnaires, gathered between 2006 and 2013, form the analytical base. Findings include an increase in online shopping volume among a declining customer base. Consumer reported details such as leading online retailers (Amazon.com), online product preferences, comparisons of online and fixed location research and buying scenarios, buying influences and the like are discussed. Managerial implications and suggestions for future research are included. |
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| Keywords: | Online shopping Shopper cards Brand preference |
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