Traditional Motivations for Shopping Online

Traditional motivations for shopping online

Demographics
Demographics are often considered when trying to determine why consumers shop online. Although many studies found slight differences in purchasing behavior based on gender and age, the most significant differences are usually associated with income and education levels. Those with higher income and those who have attained a higher level of education are somewhat more likely to shop online (Li et al., 1999). However, most researchers agree that other indicators, such as past purchase and intent, are far more important for predicting shopping habits then are demographics.