Comparison shopping on the internet

Authors:
Michael Klassen;Pola Gupta;Matthew P. Bunker
Affiliations:
Department of Marketing, University of Northern Iowa, 1227 West 27th Street, Cedar Falls, IA 50614, USA.;Department of Marketing, Wright State University, 3640 Colonel Glenn Highway, Dayton, OH 45435, USA.;Department of Marketing, University of Northern Iowa, 1227 West 27th Street, Cedar Falls, IA 50614, USA
Venue:
International Journal of Business Information Systems
Year:
2009

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Abstract

Though comparison shopping is used widely by online shoppers, very little research exists about how comparison shoppers differ from those who are not involved in comparison shopping. A survey of 208 US consumers identified comparison shoppers, both on and off the web. A comparison using the t-test analysis revealed that comparison shoppers, in contrast to those who are not involved in comparison shopping, have a more positive attitude towards shopping on the web; consumers find it more economical and convenient and believe it to offer more bargains and better selection than traditional shopping. Comparison shoppers also possess a more positive attitude to comparison shopping on the web, seeing it as convenient and easy.