To escape the mediocre shopping experience offered in Harrisonburg, a friend and I had planned to travel up to Northern Virginia this weekend. Unfortunately, a rapidly approaching literature review deadline forced me to postpone our adventure. But thanks to the increasing “commercial use of interactive media” I was still able to reach the marketplace via online shopping.
According to a study entitled, “Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids,” the popularity of online shopping is increasing. I have to confess that I am a contributor to this growth and may have a slight addiction to online shopping. The focus of the study was to analyze the behavior of a consumer as they interact with various retailers’ digital storefront.
The study suggests that “the interactive tools designed to assist consumers in the initial screening of available products and to facilitate in-depth comparisons among selected alternatives in an online shopping environment may have strong favorable effects on both the quality and the efficiency of purchase decisions—shoppers can make much better decisions while expending substantially less effort.” (Haubl, Trifts, pg. 4) I enjoy shopping in general, whether it’s the traditional method or online, but I know that a day at the mall can be exhausting. Online shopping on the other hand, allows me to jump from store-to-store just by adding a tab to my web browser. Some retailers are designing such high quality interfaces that can keep me on their website for hours. The interactive tools which the article refers to are size charts, product descriptions, pictures, zoom features, multiple views, color options, item suggestions, etc. I take advantage of all of these features—and the more elaborate they are, the better my online shopping experience.
According to the study, “the technology available for implementing interactivity in online shopping environments has the potential to provide consumers with unparalleled opportunities to locate product offerings. Such capabilities are particularly valuable given that online stores cannot offer physical contact with products and do not allow face-to-face interaction with a salesperson.” (pg. 6)
With the expansion of the online market, the study suggests that many more retailers are focusing their attention to using the World Wide Web to reach consumers. “More generally, the availability of ‘interactive decision aids’ in online shopping environments should enhance the ability of individuals to identify products that match their personal preferences and therefore lead to substantial positive welfare effects for the consumers.” (pg. 18)
Haubl, G., Valerie, T. 2000. Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids. Marketing Science. 19, 1, 4-21.
The link to the website: http://www.jstor.org/stable/193256
This is an interesting topic. I would not at all consider myself an online shopaholic, but ironically enough, I brought clothes online this weekend as well. I enjoy going to the mall and trying on clothes before I make purchases, but with my busy schedule, I have no time for that type of retail therapy. I do agree, it is convenient to shop at more than one store just by adding another tab. I also enjoy the ease of checking pricing and other store before making a final purchase. If you are a person who does not like to search for sizes and specific colors in the store, online shopping (for some stores) is interactive with process, which would aid as a huge attraction.
ReplyDeleteFirst of all I am not a shopper, I hate trying things on and it is so tiring. Having said that I do like new things - hence my dilemma. I enjoy shopping on line when I know something is going to fit - usually that means I have to have ordered from a vendor previously and know about how their clothes fit. I hate returning things when they don't fit or I don't like them. I find returning things ordered on line more difficult than returning something to a store. I also have some difficulty judging sizes or exactly what something looks like - I have ordered things for my grandchildren, like a backpack, only to find it wasn't what I wanted. Pictures and sizes can be disceiving. I do believe you can find some great deals and that for me makes it worth shopping on line.
ReplyDeleteGreat topic! It reminds me of one of the most insidious pieces of online marketing I’ve seen: First Day the Series. The site goes beyond offering just the interactive tools to facilitate shopping (e.g., size & color options, alternative colors, suggestions), and showcases products in context aimed at a middle/high school demographic. The site is a partnership between K-Mart and Alloy Entertainment, and presents a series of Groundhog Day-esque shorts following a girl fated to re-live her first day of high school until she gets it right—it would seem by wearing the right outfit and capturing the attention of her crush. The shorts are “styled by K-Mart,” and as the tableaus play out, the clothes worn by the high school stereotypes are featured alongside the action. If you resonate with Cassie’s “drama girl” persona, the outfit is only a click away, and you are whisked to the appropriate location in K-Mart’s online storefront.
ReplyDeleteGoing after the sensitive teenage demographic in this way is brilliant, in my opinion. An audience that is, overall, desperate to fit in may not be swayed by the image alone of the Dream Out Loud Ruffled Henley, but when we see it on the protagonist, also trying to fit in—presumably successfully—well, that ups the impact factor.
The episodes are doled out over time, and are available at http://www.firstdaytheseries.com. I warn you, even if you aren’t a teenage girl in search of the right way to express yourself, they are kind of addictive.
This is interesting. I have not yet converted to online shopping. I usually use the net if what I need in the store isn't there. Personally, I think it has it's pros and cons, as does anything. Online shopping is convenient. If it's a storm outside, I can still have the full options of shopping without having to worry about getting dressed, fighting the traffic and weather, (and some people may have kids to tote around as well). However, I like the immediacy of going to the store. Not every designer makes clothes the same way and not all clothes fit the same way. A size large in Express may fit differently than a large in H&M. THe style and cut of the shirt/pants may be a factor as well. It's nice to be able to try the clothes on. Also, you have to wait for the items to be delivered. Though it may only be 3-5 days, it's still a delay. If I am unexpectedly invited to a party Friday morning and need something to wear, I can't order it online and have it ready to wear for Friday night. The return/exchange process can also be a hassle. I do like the wide variety of options available online as well though. I am still on the fence about it, but I really only satisfy about 10% of my shopping needs via the web.
ReplyDeleteI can definitely identify with the "not all clothes fit the the same way" statement. I feel that online shopping does in fact have its benefits as well as negative attributed. Online shopping allows customers the option to browse items in multiple stores all without ever leaving the comfort of their home.Many people see this is a great thing. However online shopping may not give you the same effect that actually going in the store will provide. I have seen many times where an article of clothing looks great on the "guy on the screen" however when i order and actually get it, it looks terrible. In addition to not liking the way that it looks, things usually don't fit right for me. A lot of people ask me why i wear athletic clothing ie. shots, jogging pants and sweats, well the reason is it'd very hard for me to find jeans that actually fit. SHopping online doesn't give me the option to try on multiple pairs of jeans to find the right fit. I would only be able to order them and HOPE that they in fact fit. All in all, i do feel that online has its advantages from a browsing aspect in that i can see what items are in fact available, but i would much rather just go in to the store and try clothing on. As for things such as electronics, household items, and books, They ALL fit the same...lol
ReplyDeleteWhile I do enjoy the online shopping experience for the ability to research product reviews and to determine what is available, online ordering is used as a last resort. Once I find what I'm looking to purchase, I then set out to find what local business may carry that item or could order it for me.
ReplyDeleteAs an employee of a local retail business, I watch daily as individuals come in, require our assistance for up to an hour to make a decision on the appropriate purchase, and then inform us they can get it cheaper online. I have often considered writing such individuals a bill for the hour of my time. I wonder if these people are unaware of what it takes to make a retail business available, or if they just don't care. Do people realize when they save that dollar, it comes from the pocket of their neighbor and limits their choices of shopping options in the future?
One of my favorite shopping experiences for years was the “record” or CD store where you could hang out with headphones and sample the newest music. It was always like a mini-vacation hanging out in the record store. Thanks to all that online availability, our last music store closed here about 3 years ago. While the online shopping experience does provide it benefits, I realize the impact of my daily decisions on my community, and therefore try to apply my purchasing power locally when possible.
This is such an interesting topic to choose for a blog post! I have never thought about online shopping as an "experience," but I feel as though after reading some of the comments that is what it is becoming. I have never been an avid online shopper mostly because of the thought of paying 6+ dollars extra for shipping and handling. If it is absolutely necessary that I purchase an item online I will. This only occurs though if I have had a hard time finding the item in a store close to me, or there are no more sizes of something I really, really want.
ReplyDeleteOn another note, I actually enjoy venturing into stores and searching through clothes and more. I find it more exciting and beneficial in the end. If I find a great bargain, then I feel even more satisfied (more so, less guilty) for making the purchase. I do agree that shopping is exhausting, but that is why I don't do too much shopping in one outing.
I think it is interesting to think of online shopping as a process and experience at the same time. As noted in the original blog, there has been mention that some websites use interactive tools to keep their buyers searching and looking for more. This I find could make the online shopping more exciting.
However, I will always be hesitant about the degree of which technology intervenes in our daily lives. When is it going to be too much?
Andrew--great topic! For years, my now 89 year old grandmother has told me about her QVC shopping splurges--getting excited about her big bargains. Well, shopping via television and online hasn't really interested me. I have to be able to touch the item and see the quality for myself. And I have a hard time finding clothes and shoes that fit, so I've always opted to shop in person instead.
ReplyDeleteI had a co-worker in Georgia that loved shopping at Zappos. She said that shipping to her house and shipping for returns are free. She has ordered as many as 25 pairs of shoes at one time, only to have one pair that fits. I don't know about the rest of you, but I don't have the time or energy to return 24 pairs of shoes. Let the shoe salesperson at the department shoe put them away.
I will say that I do order books online from Amazon, only because they have excellent customer service and the books are usually here in a day or two. And of course, I don't have to try them on.
I love shopping online. I only visit sites with free shipping promotions or those with coupons that give me enough of a discount to equate free shipping. I love being able to see all the clothes offered from a front view as opposed to digging through a rack. It can be challenging with sizing, but if you shop from stores you know, the sizing is usually consistent enough. I think its great that these online stores allow you to zoom in on the pictures so you can really see the fabric.
ReplyDeleteGranted, if we actually had affordable and stylish stores in Harrisonburg I would prefer that. Spending a day driving to DC or Richmond during the weekend is generally out of the option for me, so I do the next best thing.
Back in the dot-com boom, there was much speculation that brick and mortar stores would go out of business because of online shopping. I think you can never replace the recreational and social activity of shopping in these stores. Online ordering has, however made it so much easier to comparison shop and find often out of stock sizes.
Just last week I was talking with a coworker who is 50+ and is slowly entering the tech era of online stuff. However, when I mentioned she could just buy this or that online she gave a funny look and said "Oh, I don't shop online" - indicating the dangerous aspect of shopping online. I didn't argue but I did find it interesting that shopping online posed a risk to her. Now, of course there are the obvious risks of online shopping and such but much of it can be quite safe (amazon.com, itunes...) Another individual I know who is 60+ doesn't trust it one bit to shop online but to get around it he'll sometimes buy a Walmart gift card from a store and then buy music or something online which is a nifty little idea. I don't criticize these individuals, merely just pointing out that there are misconceptions and education needed for many people when shopping online.
ReplyDeleteNow, overall, I think online shopping will replace many aspects of purchasing 'in store' such as CDs, renting movies, books someday? However, shopping online for now is an integral part of consumerism and may someday be the dominate source of shopping but I think it'll take long, long time for that to happen. As Brandon Artis mentioned, when you buy something online it may take a few days and as such it is still a delay when maybe you need something sooner or are impatient. Many people have pointed out that it is more useful, efficient, practical, and simply fun to shop in store for clothing and other items we where.
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ReplyDeleteGuilty! I love online shopping! I have to agree with those of you who think online shopping is difficult though, sizes and pictures are very deceiving. However, many online retailers are now offering free return shipping. Even though it is a hassel I find myself more likely to buy something I'm unsure about knowing I can return it for free.
ReplyDeleteAn interesting aid to online shopping I have found my self using is an Android application called Shop Savvy. It allows you to scan the barcode of most any product, and instantly you are provided with a list of online retailers who sell it and usually at a cheaper price.
Shopping online is a mixed bag for me, it really depends on what I need.
ReplyDeleteLike some of you said, I like to do research on line for gadgets like cameras, printers or computers. I had a roommate last year, a account graduate student, who was obsessed with online shopping. I started shopping for clothes online because of her! Often because it is a nice distraction, and I love all of tools websites are using now, 360 views, zoom in zoom out etc.
I would think that it would be an interesting place to be as a marketing rep. for a company with both online and physical stores? How do the two intertwine, are the markets different people demographically? Online shopping (easy as ever) is creating more knowledgeable costumers.
Great topic! Personally, I am not a huge fan of online shopping, but I absolutely love looking at clothes online. My fear is that I will by something that does not fit or is not well suited for my personal taste. The only thing I have ever bought online is textbooks and it took a while for me to venture out that far. I think the idea of shopping online is a great concept. Using technology in this way has great practical uses and I am curious to see where it will go in the future. I would agree with you that the more elaborate and colorful the webpage, the more I desire to purchase the item listed. Maybe someday I will be as brave as Andrew, but I have yet to reach that point. As for now, I will simply admire the merchandise from a distance and pray that someday it will magically appear in my closet!
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