Study of attitude towards online and offline shopping

Abstract

The online shopping and conventional brick and mortar shop marketing each have distinct and unique features. Internet shopping involves no travel, no product shipping or restrictions on shopping time/hours, offering very easy accessibility, convenience and time saving. In contrast, offline shopping permits and allows first hand physical examination of the goods, direct communication with the personal but involves high travel time and product search costs, and also has restrictions on shopping timing. Today customers are using these two channels differently resulting the same customers exhibiting different behaviors when buying across online and offline modes. Therefore, it is important to understand how the same consumers behave at the two channels what are their involvement levels, does the involvement change from product to product, online to offline mode? Finally, what's the attitude towards these two different channels. What are the factors influencing the attitude?