SuperMediaStore Coupon

Empirically investigates the connections between Internet use and other non-store media options in a multi-channel environment. Comments, firstly, on the growth and potential of the Internet, going on to review the literature on recreational shopping and convenience. Next, develops a conceptual framework based on the relationships within browsing and purchasing using several non-store media. Then reports the results of a study of 250 adult Internet users which shows that there are related patterns of behaviour among various non-store channel methods when respondents are segmented by e-browsing and e-shopping. Finds that web non-shoppers and recreational browsers both prefer to make their purchases in a traditional store rather than online. Also points out that several segments did not perceive online shopping to be convenient and suggests that marketers should investigate this before promoting such conveniences to the customer.

Keywords: CONSUMER BEHAVIOUR, INTERNET, RETAILING