Internet retailing, consumer preferences, male and female consumers, middle-class consumers


This study analyzes consumer perceptions regarding Internet retailing. Although there were differences between the attitudes of males and females regarding several aspects of Internet retailing the overall consensus was positive. Most of the perceptual differences were more a matter of intensity than direction. The preferred retail model is a “clicks-and-bricks” approach, where a retailer has a brick-and-mortar store and a companion web site. There was general agreement that a visually stimulating web site, with web pages for each product category, that is easy to navigate, with an effective search procedure enhances Internet shopping. There was also agreement that online shopping and buying is convenient. Additionally, web sites must be secure, with easy and straightforward checkout procedures, easy product tracking, follow-up emails, and a full refund for returned merchandise. Pre-purchase research was quite popular, as was shopping online during Christmas. The overall expectation was that online shopping and purchasing will increase in the future.

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