Burkolter, Dina; Kluge, Annette:
Online consumer behavior and its relationship with socio-demographics, shopping orientations, need for emotion, and fashion leadership.
2011
In: Journal of Business and Media Psychology, Jg. 2011, Heft 2, S. 20 - 28
Artikel/Aufsatz in Zeitschrift2011Psychologie
Titel:
Online consumer behavior and its relationship with socio-demographics, shopping orientations, need for emotion, and fashion leadership.
Autor(in):
Burkolter, Dina; Kluge, Annette
Erscheinungsjahr
2011
WWW URL

Abstract:

With online shopping entering a consolidation phase, there is a need for research differentiating online consumer behavior for a range of prod-uct categories. Also, individual differences in online shopping need to be considered. Therefore, a survey (N = 405) assessing online infor-mation search and online shopping for nine different product categories as well as socio-demographic and individual variables (shopping orien-tation, need for emotion, and fashion leadership) was conducted in Germany. Results showed significant differences in online information search as well as shopping regarding gender, status of employment, and education. Moreover, individual variables were differently related to online shopping behavior. Findings are discussed with respect to the future development of the internet as well as scientific and practical in-sights.