Comparison shopping on the internet

Michael Klassen, Pola Gupta and Matthew P. Bunker

International Journal of Business Information Systems, 2009, vol. 4, issue 5, 564-580

Abstract: Though comparison shopping is used widely by online shoppers, very little research exists about how comparison shoppers differ from those who are not involved in comparison shopping. A survey of 208 US consumers identified comparison shoppers, both on and off the web. A comparison using the t-test analysis revealed that comparison shoppers, in contrast to those who are not involved in comparison shopping, have a more positive attitude towards shopping on the web; consumers find it more economical and convenient and believe it to offer more bargains and better selection than traditional shopping. Comparison shoppers also possess a more positive attitude to comparison shopping on the web, seeing it as convenient and easy.

Keywords: electronic commerce; e-commerce; comparison shopping; consumer attitudes; factors; internet; electronic retailing; e-tailing; online shopping; e-shopping; USA; United States. (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (3)

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