Real consumers in the virtual store

• Published in: Scandinavian journal of management Vol. 18; no. 3; pp. 341 - 363
• Main Authors: Dahlén, Micael, Lange, Fredrik
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 2002; Elsevier
• Series: Scandinavian Journal of Management
• ISSN: 0956-5221; 1873-3387
• DOI: 10.1016/S0956-5221(01)00012-4

This article deals with shopping on the Internet. On a basis of environmental psychology theory, we examine the effects of this new retail interface on consumer shopping behaviour. In an empirical study, we contrast Web shopping with physical store shopping. The findings show discrepancies with regard to the amount and form of purchase planning. Internet shoppers plan their purchases better and seem to be less susceptible to marketing activities. However, these discrepancies can be attributed to differences in store stimuli, as the Web retail interface is not well designed in marketing terms. The mediating effect of shopping orientation was examined and found not to be significant. However, the distribution of shopping types has important implications.