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|Title: ||Consumers pnline: Intentions, orientations and segmentation|
|Authors: ||Jayawardhena, C|
|Keywords: ||Purchase intention|
|Publication Date: ||2007|
|Citation: ||International Journal of Retail and Distribution Management, 35(6): 515-599, 2007.|
|Abstract: ||Purpose – This paper examines the purchase intentions of online retail consumers,
segmented by their purchase orientation.
Design/methodology/approach – An e-mail/web survey was addressed to a consumer panel
concerning their online shopping experiences and motivations, n = 396.
Findings – It is empirically shown that consumer purchase orientations have no significant
effect on their propensity to shop online. This contradicts the pervasive view that Internet
consumers are principally motivated by convenience. It was found that aspects that do have a
significant effect on purchase intention are prior purchase and gender.
Research limitations/implications – There are two limitations. First, the sample contained
only UK Internet users, thus generalisations about the entire population of Internet users may
be questionable. Second, in our measurement of purchase intentions, we did not measure
purchase intent per se.
Practical implications – These findings indicate that consumer purchase orientations in both
the traditional world and on the Internet are largely similar. Therefore, both academics and
businesses are advised to treat the Internet as an extension to existing traditional activities
brought about by advances in technology, i.e. the multi-channel approach.
Originality/value – The paper adds to the understanding of the purchase orientations of
different clusters of e-consumers|
|Appears in Collections:||Marketing|
Brunel Business School Research Papers
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