Motivators for Australian Consumers to Search and Shop Online
Keywords:
Motivating factors, Internet, consumer behaviour, search, shop, onlineAbstract
This paper investigates the factors that motivate Australian consumers to use the Internet to search and shop for products and services. A qualitative research method was used, utilizing a semi‑structured, in‑depth interview technique. Twenty in‑depth interviews were conducted, using a snowball sampling method. The study found that there were six motivating factors that drew consumers to search and shop online for products and services. These factors include: convenience, saving time, cheaper prices along with the ability to compare prices, good place to shop for specialty and hard‑to‑access products, higher level of consumer control, and the ease of comparing products and services.Downloads
Published
1 Nov 2006
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Open Access Publishing
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