Comparison of Online Shoppers’ and TV Shoppers’ Consumer Behavior
Date Issued
2006
Date
2006
Author(s)
Wang, Jie-Min
DOI
en-US
Abstract
The way people used to shop has been changing and evolving. Virtual space brings us 24-7 shopping environments and every purchase can be done at home. From catalog shopping, TV shopping to online shopping, there exists a large amount of “virtual” shoppers that is not only a new customer generation, but also a group that brings billion-dollar business.
This research dedicates to study two large customer groups of virtual channels, which are online shoppers and TV shoppers. Due to efforts done by previous scholars, we organize their studies to construct the study. In the study, we try to profile online shoppers and TV shoppers with their “psychographics”, which constructed by “self-confidence”, “time-consciousness”, “novelty-seeking” and “impulse buying tendency”. In addition, we bring up the factor of “attitudes” that customers have toward online and TV shopping channels. The factor of attitudes is constructed by “channel security and reliability”, “convenience” and “product variety”. And we also try to compare the attitudes that both customers groups pose toward online shopping channels and their attitudes toward TV shopping channels. And we also compare the perceptions that both customers groups have toward online shoppers and their perceptions toward TV shoppers.
In the dimensions of psychographics, we found there exists no significant difference between online shoppers and TV shoppers except the dimension of “self-confidence”. And we found online shoppers have more positive attitudes toward online shopping than TV shoppers in all three dimensions. In perceptions toward online shoppers, TV shoppers pose more positive evaluations than online shoppers do in the dimensions of “ self-confidence”, “novelty-seeking” and “impulse buying tendency”. In attitudes toward TV shopping, TV shoppers have higher evaluation toward “ channel security and reliability” while online shoppers have higher evaluation toward “ product variety”. In perceptions toward TV shoppers, online shoppers think TV shoppers “less” time conscious and more “novelty seeking” than TV shoppers think of themselves.
Based on our research, since TV shoppers and online shoppers have not much significant difference in their psychographics, which means they are might each other’s shopping channel’s potential customers. As long as both shopping channels can improve their impression of each other’s customers, they could probably allure more people to shop. And this study also gives a deep understanding of in-group and out-group perceptions existing in both virtual customer groups.
Subjects
虛擬通路
電視購物
網路購物
通路選擇
消費者行為
Virtual Channel
Online Shopping
TV Shopping
Channel Choice
Consumer Behavior
SDGs
Type
thesis
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