The internet shopper

Abstract

Based on a telephone survey, the authors found that Internet shoppers are older and make more money than Internet non-shoppers. Internet shoppers are more convenience seekers, innovative, impulsive, variety seekers, and less risk averse than Internet non-shoppers are. Internet shoppers are also less brand and price conscious than Internet non-shoppers are. Internet shoppers have a more positive attitude toward advertising and direct marketing than non-shoppers do. Implications of these findings are discussed.