Buying or browsing? An exploration of shopping orientations and online purchase intention

  title={Buying or browsing? An exploration of shopping orientations and online purchase intention},
  author={Mark Brown and Nigel K. L. Pope and Kevin E. Voges},
  journal={European Journal of Marketing},
Consumer selection of retail patronage mode has been widely researched by marketing scholars. Several researchers have segmented consumers by shopping orientation. However, few have applied such methods to the Internet shopper. Despite the widespread belief that Internet shoppers are primarily motivated by convenience, the authors show empirically that consumers' fundamental shopping orientations have no significant impact on their proclivity to purchase products online. Factors that are more… 

Tables from this paper

Pressing the Buy Button

The authors investigated the effect of the nine most accepted factors of online shopping orientation on online purchase intention through perceived behavioral control and attitude toward purchase of

Shopping orientation and online travel shopping: The role of travel experience

This paper investigates how consumers' shopping orientation toward travel shopping influences their tendency to shop for travel products on the Internet. The paper also looks into the role of

The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention

The advancement of the World Wide Web has resulted in the creation of a new form of retail transactionselectronic retailing (e-tailing) or web-shopping. Thus, customers’ involvements in online

The Effects of Shopping Orientations, Consumer Innovativeness, Purchase Experience, and Gender on Intention to Shop for Fashion Products Online

Nowadays, many fashion retailers or marketers use the power of internet to promote and sell their products. This research examines the effects of consumers’ shopping orientations (brand/fashion


This study examined the underlying factors of online shopping behavior with special reference to the travel and tourism products (air travel, lodging, cruise, and rental car). Samples were collected

An Exploratory Study of Consumer Adoption of Online Shipping: Mediating Effect of Online Purchase Intention

Investigation of consumer adoption of online purchase using a survey data set revealed that all but shopping convenience were significant predictors of consumer intention to purchase online, and consumer intention directly determines consumer purchases online.

Investigating the Shopping Orientations on Online Purchase Intention in the e-Commerce Environment: A Malaysian Study

The rapid growth of Internet technology development has enabled Malaysian consumers to purchase products or services from web-retailers and to search for product information over the Internet. As


  • Business
  • 2005
The aim of this research is to analyze the influence of Internet browsing patterns, motivations and risks on e-shopping behaviour in order to develop an online consumer typology. A segmentation

The Emergence of Internet Shopping in Japan: Identification of Shopping Orientation-Defined Segments

Although Japanese Internet retailing is on the verge of rapid growth, relatively little is currently known about Japanese nonstore shopping behavior in general and Japanese Internet shopping in



Have contemporary consumers integrated mail/phone order into their categorization of goods and retailers?

Using data gathered from credit account holders of a national mail/phone order catalog, the present study examines whether contemporary consumers have integrated nonstore alternatives into their

Retail attributes: Influence on shopping mode choice behavior.

Retailers are very aware of the importance of the consumer's store choice process. They realize that consumers can buy the same or similar merchandise in any number of outlets. Thus, they undertake a

The roles of demographics, purchase histories, and shopper decision-making styles in predicting consumer catalog loyalty

This article examines the power of demographics, purchase histories, and consumer decision-making styles to predict catalog loyalty behavior. Based on data from two surveys of women's apparel catalog

An exploratory assessment of catalog shopping orientations: The Existence of Convenience and Recreational Segments

Catalog patronage research has frequently attempted to explain patronage proclivities by utilizing demographic predictor variables. Selection of demographic variables has been implicitly based on the

Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces

The authors examine the implications of electronic shopping for consumers, retailers, and manufacturers. They assume that near-term technological developments will offer consumers unparalleled

Interactive E-Commerce: Promoting Consumer Efficiency or Impulsivity?

Structural equation modeling techniques were used to model the relationship of interactive e-commerce features to online buying activity with a sample of 174 college students and explained fifty percent of the variance inOnline buying activity.

Consumer Search: An Extended Framework

While consumer search behavior has been studied for many years, its treatment has been limited to purchase contexts. This article defines ongoing search as search occurring outside of the purchase

Shopping Orientations and Product Usage Rates

BACKGROUND This article investigates the hypothesis that urban shoppers, in their search for identity, develop shopping orientations which are related to usage rates of some categories of products.

Why Do People Shop

T HE field of consumer behavior has experienced a dynamic period of growth over the past 10 years. It is frequently overlooked, however, that this broad area consists of three distinct activities: