Online retailing versus traditional stores in the purchasing decision making process
Gligorijevic, Barbara (2011) Online retailing versus traditional stores in the purchasing decision making process. In MacCarthy, Martin (Ed.) Marketing in the Age of Consumerism : Jekyll or Hyde? Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings, Edith Cowan University (School of Marketing, Faculty of Business & Law, Tourism and Leisure), Perth Convention and Exhibition Centre, Perth, WA, pp. 1-8.
Due to proliferation of online stores prior expectations that retailing would move completely online were not fulfilled. Previous research about consumers’ preference of retailing channels suggested that online sales are driven by the convenience of online shopping, or as a natural extension of online searches. This paradigm has changed over the years. Changes in consumer behaviour are indicating that while consumers are searching online using various information sources to learn about products, ultimately when purchasing, consumers are shifting between online and offline retailing channels depending on various factors. Online shopping is still considered to be a convenient way to purchase goods, but the convenience is not the key factor. This qualitative research is based on 22 in-depth interviews with shoppers in Australia.
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|Item Type:||Conference Paper|
|Additional Information:||*This research was carried out as part of the activities of, and funded by, the Smart Services Cooperative Research Centre (CRC) through the Australian Government’s CRC programme (Department of Innovation, Industry, Science and Research).|
|Keywords:||Online Shopping, Purchasing Decision-Making Process, Word of Mouth, Product Reviews, Consumer Experience|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)|
|Divisions:||Current > QUT Faculties and Divisions > Faculty of Health|
Past > Institutes > Institute for Creative Industries and Innovation
Current > Schools > Journalism, Media & Communication
|Deposited On:||13 Apr 2012 08:52|
|Last Modified:||16 Apr 2012 09:14|
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