Differences between Traditional Shoppers and Online Shoppers - Essay Example

? An Analysis of the Consumer Behaviour of Traditional Shoppers and Online Shoppers Essay Submission Declaration Signed by Student Abstract Apparently, functional features of the buying process largely influence consumers’ decision to shop online or in traditional stores. But these functional features do not entirely account for the differences between the traditional and online shoppers in terms of purchasing or consumption behaviour. This issue involves more profound factors that concern shoppers’ emotional, cultural, and personal attributes. This essay examines the various factors that influence the differences between traditional shoppers and online shoppers, namely, price awareness or sensitivity, size preference, brand perception or loyalty, economic and non-economic motivations, information availability, impulsiveness, and the buying process. Contents Page Section Title Page Number I. Introduction 5 1.1. Problem Statement 6 1.2 Research Rationale 6 II. Review of Related Literature 7 2.1.Differences between Traditional Shoppers and Online Shoppers 7 2.2. The Buying Process 8 2.3. Impulse Buying 9 2.4. Information Availability and Search Costs 10 2.5. Non-Economic Motives 15 2.6. Economic Motives 19 2.7. Brand Loyalty and Size Preference 21 2.8. Price Awareness/Consideration 23 III. Conclusions 24 I. Introduction In reaction to the rapidly changing and enlarging online business activities, scholarly studies on electronic commerce, or e-commerce, is increasing dramatically, as well. A wide range of research topics has been studied by scholars from a variety of disciplines. Digital technology has generated new ideas and led to major transformations in people’s communication, interaction, and behaviour. The concept of ‘e-commerce’ mainly denotes the process of information exchange and transactions between commercial entities and consumers (Kim et al., 2002). E-commerce provides retailers new ways of reaching consumers and penetrating markets previously inaccessible. A particular area of research on e-commerce is the difference between consumers’ behaviour online and in traditional shopping contexts. In spite of the dramatic increase of online businesses and well documented rivalry between traditional and online stores, there is a surprising lack of empirical research on behavioural differences between online shoppers and traditional shoppers. According to Close (2012), research subjects on this field are primarily interested in identifying disparities in shoppers’ purchase behaviour and decision-making processes, and providing interpretations of the discovered behavioural differences. 1.1. Problem Statement Traditional shopping and online shopping have numerous differences, as well as similarities. Online shopping could offer interactive activities, convenience, and expediency, and the traditional or, also referred to as brick-and-mortar, shopping could offer customers actual experience with products and/or services and a more relaxing shopping environment (Hoyer & MacInnis, 2008). Both online and traditional stores are exerting considerable efforts enhancing their services. This essay investigates how online shoppers’ behaviour differs from traditional shoppers. In order to provide a comprehensive analysis of the issue, this essay examines the various factors that influence the differences between traditional shoppers and online shoppers, namely, price awareness or sensitivity, size preference, brand perception or loyalty, economic and non-economic motivations, information availability, impulsiveness, and the buying process. 1.2. Research Rationale This investigation is carried out due to the continuous expansion of e-commerce, which, consequently, influences consumer behaviour. It is important to understand the behavioural differences between traditional shoppers and online shoppers, especially for marketers and entrepreneurs, because such differences are indicative of the strengths and weaknesses of each shopping medium. II. Review of Related Literature This section discusses the specific factors that influence the behavioural differences between traditional shoppers and online shoppers, namely, the buying process, impulse buying, information availability and search costs, non-economic motives, economic motives, brand loyalty and size preference, and price awareness/consideration. E-commerce involves all kinds of business operation, like investing, banking, and retailing. The popularity of e-commerce is easy to understand, considering the effort, time, and resources needed in traditional shopping. Online shopping has numerous advantages. But traditional shopping has its benefits as well. This section discusses the strengths and weaknesses of each shopping medium. 2.1. Differences between Traditional Shoppers and Online Shoppers The use of various traditional and online transaction and information systems does not merely address practical or functional advantages but should also consider the social and emotional gains inherent in the buying process. Hence it is important to take into account the buying experience, as well (Mullen & Johnson, 1990). This concept includes intangible components which relate to satisfaction, culture, leisure, and entertainment. There are different factors inherent in this issue, which could be sociological, behavioural, and physiological. Some of which relate to the elements of value, particularly (Krishnamurthy, 2006, pp. 178-179): The desire for excellence: that is, to take the most effective and efficient decision possible; Social status; The esteem of the community; Ethics—this applies mainly to ecological products or products from underdeveloped economies; Social need; Amusement; and Aesthetics These aspects are usually difficult to quantify. Because of this, shoppers must be examined segmented also according to their lifestyles or sensorial opinion of the buying experience. 2.2. The Buying Process Before, in order to gain a more accurate picture of the difference between the behaviour of traditional consumers and online consumers, a customary buying process was suggested where in the most important differences between traditional buying and online buying were emphasised. Even though this paradigm is helpful in the conceptualisation of various consumer behaviour based on the transaction process used, this does not imply that the consumers act explicitly or employ a single buying process (Krisnamurthy, 2006). In fact, they may move from one process to another, at times merging online processes with traditional ones in order to purchase a single product. According to some researchers, the online shoppers seem to engage in a more realistic or logical behaviour due to the availability of informative and computerised activities, but in actual fact, the buying process is presently a mixture of traditional and online activities (Dell, Mothersbaugh, & Best, 2007). An online shopper may, indeed, recognise a need for or importance of a specific item from the mass media, look for information and assess the products online, communicate with people s/he trusts, make a purchase in a traditional store and afterwards assess the product’s performance and value in an online forum. Even in a particular buying stage the individual may display varied behaviour (Dell et al., 2007). Hence, for instance, the decision to purchase may comprise the Internet, engaging in online auctions and traditional methods, if the shopper makes a decision to get the items at an actual location (Close, 2012). This encourages businesses to investigate the behaviour of contemporary consumers thoroughly and motivates them to create various techniques of communication. 2.2. Impulse Buying The sustained growth of online commerce has resulted in several studies focused on identifying and explaining how traditional consumer behaviour is evident in an online shopping environment, such as experiencing or assessing products or building trust (Luo, 2005). In a traditional shopping environment, impulse buying comprises roughly 30 percent of overall retail sales (Chih-Chung & Chang, 2005, p. 41). Due to the high prevalence of impulse buying in traditional retail facilities, impulse buying has been recognised as an observable fact that is also widespread in online environments. Basically, impulse buying has been examined from two major frameworks: the mentality or frame of mind generated by the shopping context or a particular personality attribute innate to the individual shopper (Wells, Parboteeah, & Valacich, 2011). Based on these earlier studies, researchers have used both frameworks when examining impulse buying online. A variety of environmental factors, for example, have been identified to influence a shopper’s frame of mind or attitude that can favourably or unfavourably affect the tendency to purchase impulsively. On the other hand, other researchers have studied the impact of a shopper’s innate impulsiveness on the motivation to make purchases online (Adelaar et al., 2003).These studies have contributed to current understanding of impulse buying online, with earlier studies producing strong empirical proofs that the website’s quality can affect a shopper’s tendency to take part in impulse buying online and more current studies demonstrating that a shopper’s impulsiveness can result in more purchases both online and in traditional stores. 2.3. Information Availability and Search Costs When selecting among options, shoppers are confronted with a ‘varied’ choice task condition. Shoppers make choices or decisions using previous knowledge, including information they acquire from the outside environment. When looking for information in the outside environment, such as in Internet shopping sites, shoppers pay greater attention to important features that are accessible and are indicative (Degeratu, Rangaswamy, & Wu, 2004). To the point that important information is lacking in the outside environment, or if search costs for obtaining important information are greater than perceived gains, shoppers will depend more on their previous knowledge. If the perceived gains of search are great in relation to search costs and if information on a feature is not readily familiar to the shopper, shoppers will initially try to look for that information (Meilian & Yuefeng, 2008). In contrast, if the search costs are substantial but the perceived gains are also substantial, then shoppers may try to deduce the relevance of that feature. A widespread mode of deduction, particularly in ‘low-involvement’ products such as grocery goods, is the ‘halo effect,’ (Degeratu et al., 2001, pp. 3-4) by which shoppers deduce the value of a feature based on their general assessments of that product. In both the traditional and online shopping environments, several feature information pertinent to the process of decision making may not be directly accessible, or if search costs for such features are substantial. This happens, either because information on a feature is not readily available in a particular shopping channel, such as the aroma of a perfume or fluffiness of a pillow is hard to determine online, or the information can merely be acquired with substantial effort, such as creating a list of nutritional information for various brands of bread is more burdensome in traditional than online shopping environments (Lantos, 2010). The theory of information integration provides a particular method to explain how shoppers put together distinct components of available information into a general catalogue of choices or preference. With regard to product assessments, this theory states that shoppers allocate values to product features for which information is accessible at the moment of making a choice, and afterwards merge these values in accordance with a certain principle to reach a general assessment (Degeratu et al., 2001). Dick and colleagues (1990) empirically assessed shoppers’ deduction techniques when information is not accessible. They discovered that when their respondents had inadequate information about a product feature, they deduce the value of a brand feature according to their previous assessments. Moreover, information about features of a product experience, such as how a food tastes to a certain consumer, is not available both online and in traditional stores, and has to be generally established by product experience. It has been hypothesised that information not available in both online and traditional stores would have no differential effect on product assessments in either shopping environments (Degeratu et al., 2004). Search features may be classified into four groups, namely, non-sensory, sensory, price, and brand name. Sensory features are those that can be immediately discerned through human senses, especially, sound, smell, or touch, prior to buying a product (Dell et al., 2007). For instance, the softness of a bath towel is a sensory feature, whilst a food’s taste is not. On the other hand, non-sensory features are those that can be verbally expressed, such as nutritional facts. Hence, every non-sensory feature is search feature. Price is a distinct search feature because it differs across purchase situations not like other non-sensory or product-specific features that are fairly constant across purchase situations (Hausman, 2000, p. 410). A major dissimilarity between traditional and online stores is that for features for which information can be acquired in both shopping environments search costs are generally lesser online than in traditional stores. Information that is searchable will be more available, and thus, will have a greater impact of general product assessment. A number of researchers have also reported that when information is provided in an appropriate layout just like in Tesco and Oxfam, it enables both the acquisition and understanding of the information by the consumer. In online stores, it should require more or less the same level of effort to acquire information on each feature (Wells et al., 2011). It may also be hypothesised that search costs for acquiring information about non-sensory features available in online stores are lesser online than in traditional stores. Simultaneously, search costs for acquiring sensory feature information should be greater online than in traditional stores (Close, 2012). Hence, it may be assumed that traditional shoppers have greater access to information about sensory features when making decisions, thus assigning values for sensory features greater in traditional shopping settings than online. Similarly, it may be assumed that values for non-sensory features are greater online (Kjeldal, 2003). The overall quantity of information accessible in a shopping medium differs by product groups. For product groups that have numerous sensory features, such as grocery products, the traditional stores have more overall information accessible to guide consumer decisions. For product groups which have numerous non-sensory features, online stores will provide a higher amount of information than traditional stores (Lederer, 2000). As indicated previously by the ‘halo effect’ theory, when the overall information provided about non-sensory features, sensory features, and price is sizeable, the value assigned to brand is lowered. Hence, in several product groups the value assigned to brands may be greater online than in traditional shopping medium; but in other product groups the opposite will be true (Degeratu et al., 2004). A large number of online sites help shoppers personalise their shopping activity to make it easier for them to purchase things on the Internet. This may diminish the accessibility of information about price in relation to non-price information (Ranaweera, McDougall, & Bansal, 2005). Shoppers in Oxfam, for instance, can create and use a customised list of their favourite products, their most regularly bought products, or products bought on an earlier purchase situation. These customised lists enable shoppers to browse or look for information within a limited selection, rather than browsing the whole category. In Oxfam, it is possible to determine whether shoppers bought a product using their customised lists or whether they bought it by looking through all categories. This form of tracking enables examination of purchases based on categories, to more accurately evaluate the impacts of price in the Internet marketplace. In a nutshell, feature information that is not accessible at the moment of making a choice will have a weaker effect on general assessment. On the other hand, when the information on an important feature is readily available, that feature should have a stronger effect on assessment. Hence, there are a number of major differences between online and traditional shopping environments in terms of the availability of information (Stewart & Pavlou, 2002). 2.4. Non-Economic Motives Pleasure-driven intentions can be a significant precursor of consumer behaviour. The dual shopper categorisation of Bellenger and Korgaonkar (1980) distinguishes the functional-economic consumer from the leisure shopper. Not like functional consumers, leisure shoppers are people who shop for the delight or gratification of the shopping experience. Leisure shoppers take pleasure in shopping as a recreational activity, like closed shopping centres better, keep on shopping after buying, spend a substantial amount of time shopping, give greater consideration for store ambiance, and are impulsive shoppers (Haugtvedt et al., 2005). Economic concerns and convenience are not the main consideration for this group of shoppers. The human motivation theory of McClelland describes the affiliation motivation as the desire to interact or socialise with others. A fundamental social behaviour is the desire for human interaction and relationship. Specifically, individuals feel an intense motivation to affiliate themselves positively with other people in order to avoid feelings of isolation, alienation, and dullness (Haugtvedt et al., 2005). A key concern in the study of solitude relates to the methods individuals use in order to ease and deal with their feelings of isolation. Shopping is a common activity individuals carry out in order to avoid feelings of loneliness. Traditional stores provide means to get rid of troubles or feelings of isolation. Shopping centres provide escape or respite from world-weariness and a break away from boring routines (Lantos, 2010). Traditional stores also provide opportunities for socialisation, specifically, some shoppers take pleasure in interacting and communicating with other people during a shopping trip, and they are looking for “social experience outside the home” (Gao, 2005, p. 49). Several of these interactions are with other shoppers and some are with store employees. Due to the numerous prospects for social interaction, some shoppers are hesitant to shop at online stores and other non-traditional stores. Online store may unintentionally generate a feeling of seclusion and a feeling of aloneness among their clients (Lantos, 2010). Although technological developments may capably produce consumer benefits, such as convenience, economy, and speed, they have the tendency to isolate and disengage shoppers from other consumers. In an effort to counteract this alienating outcome, some online stores attempt to generate shared or collective impacts by cultivating communal feelings and promoting collective or interactive activities (Wells & Foxall, 2012). Nevertheless, one may claim that in comparison to the Internet, traditional stores provide more meaningful opportunities to interact because of the presence of face-to-face contact and actual surroundings. Personal motivation largely influences consumer behavior. Among the key gratifications from shopping are experiencing sensory stimulation, getting physical exercise, discovering new styles or trends, and experiencing self-satisfaction. A need to assert one’s power over store employees and stimulation or gratification from the shopping experience are associated factors (Zheng, 2006). Leisure shoppers do not consider making a trip to shopping centres a waste of time. Rather, they engage in shopping activities with a sense of satisfaction, delight, and enjoyment. Stimulation induced by the shopping environment would heighten discontent or satisfaction such that purchasing behaviour, time, and engagement would be intensified in pleasing environments and reduced in distasteful environments. Shopping centres are perceived by shoppers as a place not just for shopping, but also for other purposes, like recreation or amusement (Bhagat, Klein, & Sharma, 2009). Several studies claim that the core reason many shoppers go to traditional shopping centers is for the delight or thrill of the experience. Contrary to traditional shopping, Internet shopping cannot fulfil the desire for instant satisfaction (Bhagat et al., 2009). Furthermore, the absence of opportunity for shoppers to actually scrutinise or check products and the lack of sensory arousal from the shopping environment may discourage some shoppers from shopping online. Psychographic segmentation—categorises the market based on consumers’ lifestyles-- is a useful instrument in identifying and explaining consumer behaviour (Cassel & Symon, 2004). Nevertheless, the correlation between psychographic attributes and acceptance of new retailing options (e.g. online stores) is not assumed to be strong, because numerous studies have discovered that even though some correlations between buying behaviours and personality features are statistically significant, they are insignificant in scale (Gao, 2005). Consumer innovativeness or novelty is identified as “the degree to which consumers possess a favourable attitude towards trying new ideas or different practices” (Gao, 2005, p. 51). Basically, this attribute encourages a pursuit of new experiences that excite the senses. Traditional shoppers are likely to have higher levels of innovativeness and to explore or be aware of the actual world. Cognitive innovators—people who search for new experiences that arouse the mind—are problem solvers and intellectuals (Boone, 1974). Because they look for new experiences, they tend to view novelty or innovation as necessary to their decision to make a purchase. The Internet, a new retailing environment, has features very distinct from more traditional retailing environment (e.g. electronic transaction endows the shopper with a sense of control; it provides isolated shopping experiences) (Chu & Liao, 2007). Due to its novelty, online stores are preferred by innovative shoppers over traditional retailing stores. Traditional consumer behaviour is influenced by unique economic, lifestyle, and socioeconomic aspects, as well as by the appeal or convenience of retail stores. The usual online shopper is viewed as an innovator, an energetic, sophisticated individual who is usually discontented with traditional retail stores (Lee, 2001). Shoppers who are expected to gain from online shopping are those who have problems visiting traditional stores. Individuals in such situations tend to shop online. Researchers discovered that going through the continuum from loyal online shopping to traditional shopping suggests that the degree of contentment with the following features of traditional retailing environments decline: store hours; store ambiance; convenience of shopping; salespeople’s product familiarity or knowledge; prices of products offered; variety; and quality (Stewart & Pavlou, 2002). Online shoppers, unhindered by physical or geographic limitations, are basically one form of out-shoppers, or those who shop outside the neighbourhood’s retailing environment. Poor quality of local retailing may encourage out-shopping, particularly online shopping. For example, consumers may seek to avoid the hassles of shopping in traditional stores by resorting to another retailing option—Internet shopping (Wells & Foxall, 2012). The benefits of online shopping should offset those of the traditional practices of shopping, at least from the point of view of online shoppers. 2.5. Economic Motives From the point of view of ‘economic man’, a consumer will lessen the time needed to carry out the required shopping chore (Lancaster, 2005). Specifically, there is a drive to save resources (e.g. time, effort). Some consumers and some shopping activities certainly adhere to this concept of ‘resource conservation’ (Gao, 2005, p. 48). Shoppers are categorised by Bellenger and his associates (1977) based on their shopping motivations, namely, ‘recreational shoppers’ and ‘functional-economic shoppers’. These two kinds of shopper diverge in the level of information-seeking behaviour and amount of time spent in shopping. Economic and convenience-oriented shoppers have an aversion to shopping or are dispassionate towards it, and hence view retail store choices from a money- or time-saving perspective (Gao, 2005, p. 48). Westbrook and Black (1985), drawing on a more comprehensive categorisation of shopping motivation, introduce negotiation and optimisation of choices and performance of economic role, which are all economically oriented motivations. For instance, consumers with choice optimisation motive are locating precisely what they are looking for in the smallest amount of time. The value of a purchase is increased if it is acquired with the least effort. Consumers view convenience in shopping as a very important advantage related to online shopping. Such economic preference is manifested both in search of convenience—to reduce the shopping time and to reduce the search cost—and for more affordable prices. By going to the supermarket only when a consumer knows a particular buying goal can be fulfilled, the functional-economic consumer achieves choice optimisation and boosts the net value of a purchase (Andrews & Currim, 2004). Other features such as variety and quality are subordinate factors to apparent convenience and other economic benefits of the shopping environment. Shoppers prefer to shop online for two major reasons: ‘facilitators’—such as aversion to traditional stores-- and ‘motivators’—such as the necessity to save time and effort (Gao, 2005, p. 48). Researchers have hypothesised that there are two main forms of convenience that consumers look for when deciding whether to shop online or in traditional stores: first, conservation of resources (e.g. time, money, effort) or opportunity cost; and, second, problem or nuisance reduction during a transaction (Close, 2012). Graham and Darian apply a time management model to explain the patronage behaviour of consumers. Online shopping, for example, can lessen the time used and offers flexible shopping time (Haugtvedt, 2005). Convenience-oriented shoppers may also tend to avoid the difficulties related to traditional shopping. There are forms of convenience that online shoppers may be looking for, such as avoiding hassle or saving the effort of making a trip to the store. Considering online shopping as a latest substitute for traditional shopping, online shoppers could experience numerous of the advantages enumerated by researchers. The Internet’s usual popularity can be partly due to the convenience with which consumers can search or sort through massive volumes of information (Saunders, 2006). Hence, online shopping could save time and get rid of trouble related to travel and traffic. Thus, several researchers hypothesise that shoppers’ need for convenience increases the possibility of choosing to shop online rather than in traditional stores (Zheng, 2006). Another aspect that influences the decision of shoppers where to shop is the availability of price promotions. A number of researchers discovered a group of shoppers who are deal-oriented. These consumers are usually oriented towards premium offers and are value-driven (Andrews & Currim, 2004). The Internet offers a huge variety of product categories and brands. Price competition on the Internet is viewed to be more forceful than in the traditional marketplace, as the search cost for shoppers is significantly lessened. Price comparison and price search can be carried out conveniently. A variety of search engines and electronic agents enable online shoppers to browse a huge number of bargains or product offers instantly (Andrews & Currim, 2004). Hence, deal-oriented shoppers are more likely to choose online shopping over traditional shopping. 2.6. Brand Loyalty and Size Preference Alba and colleagues hypothesise that a specific advantage of online shopping over traditional shopping is that customers can more conveniently and rapidly browse and monitor selections so that they can concentrate on alternatives that they prefer. Online shopping allows screening directly by means of electronic channels that draw on information about the particular preferences of individual customer and the alternatives offered (Wells et al., 2011). For instance, Tesco provides a ‘personal account’ for first time customers (Andrews & Currim, 2004, p. 43). Customers input words, like brand name or company name and category and the site instantly finds all of the products on the shopping list. For returning customers, Tesco provides ‘favourites’. Starting from the second purchase, customers can quickly shop from a roll of their previously purchased products (Andrews & Currim, 2004). It has been assumed that convenience-oriented and time-pressured consumers are more likely to shop online, giving rise to stronger brand loyalty. If various brands are satisfactory and particular brands have been bought often, the online site that records previous orders will perform screening or filtering based on satisfactory brands, which indicates greater frequency of brand-oriented purchases online (Bryman, 2007). Online sites may also divert the attention of consumers from price to non-price features like brands, bringing about stronger brand loyalty or use of brands for screening reasons. Furthermore, consumers that are less aware of prices, because of having higher income, will have their decisions or preferences influenced largely by non-price features like brand name (Hoyer & MacInnis, 2008). Online shoppers, who have greater opportunity cost and greater income levels than the majority, are likely to look for ways to lessen time spent going to the grocery or shopping. One technique to lessen time used getting groceries is to lessen the quantity of orders by buying bigger sizes. Consumers with higher earnings can also pay for bigger sizes (Lederer, 2000). As a result, it is assumed that online shoppers will have a greater tendency to buy bigger sizes. Burke and colleagues, evaluating actual purchases against choices decisions gathered in a laboratory experiment, discovered that bigger sizes are bought more often online than in traditional settings (Andrews & Currim, 2004). 2.7. Price Awareness/Consideration Buying online obliges the consumer to modify his/her behaviour. Change in behaviour is challenging and needs motivation, like improved convenience and definite financial savings. Initially, although it may be likely to obtain financial savings by buying products and/or services online, it is assumed that people who opt to buy online are likely to do so mainly due to ease (Saunders, Lewis, & Thornhill, 2003). Contrary to the majority, online shoppers are described as having greater income and higher levels of education. This indicates a greater opportunity cost in terms of time and effort going to the store, which influences the value they give to price and convenience (Meilian & Yuefeng, 2008). Bellman and colleagues discovered that online consumers “seek new ways to find information and buy things that are faster and more convenient”, are “time starved”, and have “wired lifestyles” (Andrews & Currim, 2004, p. 42). Moreover, if there are delivery charges and the consumer approves of it, it reveals that the consumer is eager to pay extra for convenience. Moreover, several researchers found out that one major difference between traditional and online shopping is situated in the capacity of the online store to offer more easily accessible details about non-price and price features. More details about price may enhance price awareness for similar products and/or services (Ranaweera et al., 2005). In contrast added details about non-price features may minimise price awareness for different products and/or services. Lynch and Ariely examined the selling and buying of wines online to prove that offering product specification to consumers can moderate price competition and enhance consumer loyalty. Shankar and colleagues drew on survey information from tourists to prove that previous experience with a produce in the actual setting can reduce price awareness online (Andrews & Currim, 2004, pp. 41-42). As a result, several researchers expect that price awareness for products will be higher in traditional stores than online. This is specifically the case in the initial phases of the life cycle for Internet shopping. This could transform eventually as online shopping develops and a larger number of customers embrace Internet shopping (Wells & Foxall, 2012; Kim et al., 2002). Moreover, if there is a rise in the quantity of online products and/or services available to a consumer, price awareness may rise if consumers compare products’ prices suggested by other online stores. III. Conclusions As demonstrated by numerous studies, there are major differences between traditional shoppers and online shoppers in terms of purchasing or consumption behaviour. These differences are influenced by several factors, namely, price awareness or sensitivity, size preference, brand perception or loyalty, economic and non-economic motivations, information availability, impulsiveness, and the buying process. The Internet transforms two central marketing aspects: interaction/relationship and communication. References Adelaar, T. et al. (2003) “Effects of Media Formats on Emotions and Impulse Buying Intent,” Journal of Information Technology, 18(4), pp. 247-266. Andrews, R. & Currim, I. 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Stewart, D. & Pavlou, P. (2002) “From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media”, Journal of the Academy of Marketing Science, 30(4), 376-396. Wells, V. & Foxall, G. (2012) Handbook of Developments in Consumer Behaviour. UK: Edward Elgar Publishing. Wells, J., Parboteeah, V., & Valacich, J. (2011) “Online Impulse Buying: Understanding the Interplay between Consumer Impulsiveness and Website Quality”, Journal of the Association for Information Systems, 12(1), 32+ Westbrook, R.A. & Black, W.C. (1985) “A motivation-based shopper typology”, Journal of Retailing, 61(1), 78-103. Zheng, F., 2006, Internet Shopping and Its Impact on Consumer Behaviour. [online] Available at: < http://edissertations.nottingham.ac.uk/704/1/06_MSc_International_Business_lixfz5.pdf> [Accessed 20 April 2013]. Reflective Report The research task itself, particularly the gathering of relevant references, was challenging. There is an abundance of available literature on consumer behaviour but very few studies focused on the differences between traditional shoppers and online shoppers in terms of purchasing behaviour. At first, I was planning to use only books and peer-reviewed journals from online libraries. But because of the scarcity of relevant references, I was compelled to turn to journal articles published on the Internet. However, I tried my best to select only those that are reliable and written by credible authors. I discovered that these articles were in fact very useful to the project because of their review of primary sources and relevant empirical findings. Nevertheless, the bulk of the information I used for the paper came from the books and articles I found in different online libraries. During my research, I noticed that the marketing research literature provides a wide array of information and methodologies to examine subject matters concerning different features of consumer behaviour. Hence, there would not be any substantial difficulties with regard to research methodologies for additional studies in this field. The only difficulty, which I personally encountered, is finding sufficient secondary references regarding consumer behaviour of traditional shoppers and online shoppers. Most of the secondary references I found focus on the evolution of the marketing field and how marketers used empirical findings about the behaviour of online shoppers in developing their marketing strategies. Mentions of the purchasing behaviour of traditional consumers are insufficient. And, mostly, the behaviour of traditional shoppers and online shoppers are studied separately, not comparatively. I began my research in March and was able to accomplish my investigative task on the third week of April. This research assignment taught me a lot of things. The greatest challenges confronting marketing researchers are acquiring relevant traditional purchase and online browsing information. However, with greater communications and teamwork between researchers and the marketing industry, it is not unlikely to develop a rich and comprehensive literature on the behavioural differences between traditional shoppers and online shoppers. My task is actually not yet fully realised. Being a researcher, I should create a personal development plan that will guide me in my exploration of the marketing field, particularly with regard to the consumer behaviour. The initial task, which is the actual research part (e.g. data gathering, analysis, write up), is completed; however, there are still discrepancies in the consumer behaviour literature that must be addressed. In order to have a greater understanding of the behavioural differences between traditional shoppers and online shoppers, an actual research, which involves gathering of primary data, should be carried out. These primary data will substantiate or disprove existing findings in the field. The factors influencing consumer behaviour, such as price consideration, brand loyalty, information availability, impulse buying, and so on, should be examined thoroughly using different kinds of segmentation—could be based on lifestyle, preferences, personality traits, etc. This area of consumer research will benefit from the efforts of future researchers to determine whether traditional shopping media and online commerce are separate entities or can be integrated to bring greater benefits to consumers. Read More