This document analyzes in-store versus online shopping for fashion items. It discusses how attitudes, intentions, values, perceptions, and impulsivity influence whether shoppers purchase items in-store or online. Shoppers' attitudes depend on factors like age, enjoyment of the shopping experience, and security/privacy concerns of online shopping. Intentions to shop online are impacted by things like personalization of websites, ability to compare products, and customer service. Impulsivity tends to be higher for younger shoppers and those in cultures where impulsive purchases are more normalized. Perceptions of ease of use and usefulness of online shopping platforms also impact shoppers' preferences.

1.
Analysis of
In­store Vs Online
Shopping for
Fashion Items
Dasha Suharev, Elizabeth Tapang, Lukman Sujianto, Sarah Calnan, Vania Japri
December 9th 2015
MRKT 3520
Professor Myla Bui

2. A. Introduction
In this new day and age, shoppers have become significantly more sophisticated and
educated in the ways they shop. No longer is going to the store the standard norm. With the
development and advancement of the internet, the public has become accustomed to having
information at their fingertips. ​Retailers are now looking for ways to attract consumers to not
only their in­store locations, but their online platforms as well. As retailers forge into territory
that combines online and offline experiences in one location, the key will be embracing the idea
of self­serve shopping as a good thing (Malcolm, USA Today, 2012)​. They also t​argeting more
on the Y and Z generation as their consumers due to the fact that they have more spending
pattern than the X generation. (Chad Brooks, 2015)
Although, there are a few retailers who do not take advantage of the opportunities
online shopping presents. In general, shopping malls are running out of favor as consumers
tend to prefer online shopping. However, the new modern shift is to create “lifestyle centers”
which are a combination of entertainment, restaurants, and exquisite retail. In general, stores
typically approach online shopping in two ways: 1) Just to push out a large volume of inventory
and concern themselves with sales later, and 2) As part of a “multi­faceted” marketing strategy.
Thus many stores aren’t using their online platforms to the best of their ability. Especially as
millennials start to enter the workforce and solidify their careers, they primarily shop online,
which is a huge source of profit for all fashion retailers.
Although online shopping is more convenient, some shoppers still prefer shopping in
store and make online shop or the Internet as a showroom where shoppers research and compare
prices for later, in­store purchases, especially when it comes to shopping for clothes or any
other personal things. From our research we have concluded that the following attributes
influence shoppers the most: Attitude, Intention, Values, Perception, and Impulsivity.
B. Literature Review
I. Attitude
The emergence of the internet has provide a new medium for purchasing fashion items.
This has resulted in a divide in attitude between online and in­store shopping. The location and
atmosphere of the store from previous purchases and experiences also plays a pivotal role in the
attitude individuals possess towards shopping in­store. Value also plays a pivotal role in the
attitude for in store. If individuals view the store as possessing value through the environment
they are more likely to shop in store (Shim, 1998). Further looking at attitude instore women
tend to have a more positive attitude towards in­store shopping as a result of the value they find
in the environment. If the instore experience is positive then women tend to have a more
positive attitude than men in regards to in store shopping( Alreck, 2002).

3. Positive attitudes towards online shopping are correlated with efficacy, saving time, and
lower prices. Those who possess positive attitudes view online shopping as a way to save time
from going to the store and getting products delivered straight to their doorstep, providing an
efficient method, provoking a positive attitude(Jongeun, 2010).Online shopping also presents a
euphoria of knowledge allowing consumers to seek of out the best prices, further promoting a
favorable attitude associated as a result of lower costs.
While positive attitudes exist for some consumers, others view online shopping with a
unfavorable attitude. Online security breaches, inability to to use sensory evaluation, and
inadequate return policies, establish an unfavorable attitude towards online shopping (Jongeun,
2010). As a result, these consumers attitude is more favorable to in­store shopping, were
physical involvement is more prominent. Overall, the personals involvement with the internet
plays a huge role in their attitude towards online shopping.
There still remains a large portion of consumers who are loyal to in store shopping.
Professor Yang of Lexter of Drexel University found in their studies that a lack of usage and
knowledge of the internet is what makes individuals hesitante of online shopping. Typically
older generations do not possess the same internet skills to prefer online shopping therefore
possessing less trust, resulting in a negative attitude towards online shopping (Lester and Yang
2004). This idea of trust is one of the pivotal reasons in possessing a more positive attitude
towards instore shopping.
Overall, a person's attitude plays a huge role in their shopping habits. Studies have
proven that age plays a significant role in the attitudes individuals play online. Since the internet
is still relatively new and possesses in an inability to touch it makes it less favorable. The
convenience and large selection of the internet is what makes it favorable.
II. Intention
Anggie and Haryanto (2012) displays that effects of shopping enjoyment, price
consciousness, in­home shopping tendency, consumer innovativeness, online purchase
experience for fashion products and gender are significant for the intention of the online
consumer. We also discover women have lower intentions to shop online versus men. Another
important finding from Lee and Park (2009), is that a significant amount of personalization
must be present on the website to induce purchase. Their attitude towards personalization
depends on their social norms and their previous experience with other online retailers.
Online shoppers also find ecommerce information accurate and reliable, particularly
when able to compare and contrast like brands and to review other peer­reviewed comments and
ratings (Flanagan, 2014). Online shoppers are also particular of the services provided by an
online retailer. After conducting a study on college students and their online shopping habits,
Kim (2010) concluded that retailers should provide convenient and fast purchase, complete
product descriptions, ample visuals of product, an enjoyable atmosphere to compensate for lack

4. of physical environment, and strong customer service response to affect consumers’ behavior
intentions.
Perceived risk, trust, privacy and security are also huge factors that will impact the
intentions of the online consumer. Retailers must try to alleviate risk and create an environment
where the consumer is able to make their own decisions (Hsu, 2013). From a sample of 261
persons, the following online shopping behavior was discovered: Majority of people have
searched for information online for a particular store either every month or every few months.
26.3% have bought items from them 2 – 5 times within the last 12 months, and 44% of people
have not made a purchase online. Majority of this sample spent under $200 (Kim, 2010). In
regards to in­store shopping, there a few environmental cues present in the department store that
you can’t find online. For example, according to a study conducted by Varsha, Takayanagi and
and Malthouse (2014), show windows make consumers feel good about the store and make
shopping a more relaxing and pleasurable experience.
III. Impulsivity
Customers tend to be impulsive when they buy something from the store or online
immediately rather than thinking more about the future consequences and benefits. People tend
to buy things they do not need as long as they find the thing attractive enough to reward
themselves. In general, customers with impulsivity are psychologically lack of deliberation.
Impulsivity is very common and strong towards fashionable clothes and personal groomed
among customer (British Psychological Society, 2010). In general, 90% of customers being
impulsive towards the products they find on their way although they regret afterwards. On the
top of that, 80% of them experienced negative consequence due to their lack of planning
(Ditmar, Bond, 2010).
Culture has an important role to stimulate customers’ impulsivity behavior in terms of
purchase. In many countries with individualistic culture such as USA and Great Britain,
impulsivity is more common than collectivist culture. The characteristics of impulsivity are
affects and moods, trait of buying impulsiveness, evaluation of normative towards the buying
impulsive behavior when customer think impulsive buying is part of the culture, self­identity
and demographic such as age. In general, people around tend to spend money unconsciously
more than usual when they are in a positive state of mind or good mood because the pleasurable
feeling itself increase the possibility of people spending money (Beatty and Ferrel, 1998) . The
trait of impulsivity reflects the customers’ sensation feeling about the thrill while they are
shopping. in addition, impulsivity has a strong correlation with gender and self­identity that
determines customers’ purchase behavior (Ditmar et all, 1995). Women value possession in
terms of emotional and relationship, therefore they are more likely to be impulsive towards
fashion merchandises. on the other hand, men emphasized more on the personal use and
function. According to research conducted by lee, age affects the emotional control

5. psychologically. in fact, people between 18­35 are more vulnerable to impulsive buying
decision compare to older ones (Lee, 2002).
IV. Perception
When dealing with in­store versus online shopping, many people have different
preferences and perceptions about the idea. The three types of consumers, potential, new and
experienced are significantly influenced by perceived ease of use (PEOU) which establishes the
ease of using the internet and perceived usefulness which establishes how significant the utility
of the internet is (PU) (Hernandez­Ortega 2008). These two factors then deal with the
importance of self­efficacy which according to Hernandez, Jimenez and Martin, “drives
individuals to behave more efficiently… fosters the adoption e­commerce and progressively
increases its importance as the user gains experiences and reaches the acceptance stage,” (2009).
Potential customers give greater significance to internet use and satisfaction to perceived ease of
use in online purchases (2008). Once the satisfaction of ease is established, the third category,
experienced customers, is developed where perceived ease of use and perceived usefulness
become more heavily weighted as to influencing e­commerce.
Also according to college students in a study, there is much more to the perceived
benefits of shopping online. For example, the availability of customer service options aid in
product information as well as chat rooms to gain more product insight (Korgaonkar and
Karson, 2007). According to Seock and Norton, some attributes college students identified as
better perception of online shopping are: shop and place orders quickly, offering many different
products, ease of finding what one wants, all sizes available and all colors available (2008).
Lastly is the issue of perceived crowding which is resulted from physical, social and personal
problems that occur from limited space (Machelit, Eroglu, Mantel 2000). According to
Machelit, Eroglu and Mantel, perceived retail crowding deals with spatial and social aspects and
when both are negative—limited space, too many people—shoppers tend to respond negatively
to that (2000).
Adding to this list is the fact that most consumers and college students do not want to
travel far or travel at all to purchase and the internet lifts time and space requirements as well as
allowing the individual to feel more comfortable shopping by themselves (Hsiao 2009). Online
shopping is also deemed cheaper despite having to pay for shipping (88). The interesting thing
is that despite shipping costs, consumers tend to focus on the actual price online to arrive at the
perception that the item is cheaper. Overall, perception to consumers deals with convenience,
ease, comfortably, options and price.
V. Values
The meaning of values has been defined in some various ways. According to social
adaptation theory, values are a type of social cognition that function to facilitate adaptation to
one’s environment (Kahle, 1983). Becker and Connor (1981); Donthu and Cherian (1994);

6. Shim and Eastlick (1998) said that values affect various aspects of consumption behaviors and
attitudes. Other researchers, Kamakura and Novak (1992) suggested that personal values are
basic to a person’s cognitive structure – and that they are therefore more enduring than attitudes.
In the context of retailing, consumers always looking for satisfaction that they get from
an enjoyable shopping experience, as well as convenience and good service, whether they shop
in the store, mall or through online shopping which act as the underlying motives behind their
behavior and attitude. Some consumers like to shop in a shopping mall because they see the
shopping experience in a store as a sense of belonging or opportunity for social interaction.
Other consumers may simply want to shop online and enjoy their private time at home while
shopping. The challenge for retailers is to understand consumer experiences and the consequent
perceptions of consumer value from each retail avenue. (Youn­Kyung Kim, 2002)
Values was useful not only in predicting consumer behavior but also helpful in
describing and explaining their behavior (Scott and Lamont, 1977) because they influence
consumer behavior pertaining to their choices with regards to product classes, brands, store
outlets, etc. Therefore, retailers needed to take into consideration to understand the differences
of consumer value that is experienced in a shopping mall setting versus consumer value
experienced when they shop via the Internet or online shopping and use this information as
guides in developing their business strategy. These two retail channels may need to focus on
different factors in order to enhance consumer value derived from the shopping experience. To
have a deeper understanding of consumer value in the context of mall and Internet shopping,
these two types of shopping need to be compared in the full range of components that frame
consumer value. (Youn­Kyung Kim, 2002)
Section V: Methods
We first conducted a total of 15 in­depth interviews to first gauge our audience on which
attributes to focus on. We found trends on how convenience was the strongest point for online
retailers and while the shipping cost was the weakest. For in­store, the strongest point was
trying clothing on, while the weakest is the actual convenience. Our sample size was a total of
124 people, the average age was 46 but the mode was 24. The youngest participant was 18
while the oldest participant was 68 years old. The sample is majority non­student, reaching at
51%. Majority of participants were female, at 72%. In terms of ethnicity, majority of
participants were Asian American (53%), followed by Caucasian (29%). Majority of
participants were from Urban areas (34%), Suburban (26%) and Metro (24%). 45% of
participants’ income was under $15,000 followed by $30,000 ­ $60,000 (25%).
We sifted out any participants younger than 18 years old by asking the initial question
“Are you 18 years or older” and if one selected no, they would be sent to the end of the survey.
Towards the end of the survey, we included our demographic questions. Participants were able
to notify us whether they were student vs. non­student, what type of area they were in, their
gender and their income range. Participants were also allowed to select multiple ethnicities.

7. The survey was created to discover shoppers’ attitudes for both online and retail outlets,
while in hopes to also better understand majority of consumers’ preferences. We created
questions based on example of research based questions and lessons in class. The five
independent variables our survey covered were attitude towards either shopping online or
in­store, intention to purchase, perception of online vs. in­store, perceived value of shopping
experience, and impulsivity when shopping. In researching these five variables we were able to
make conclusions on preferences based on age, gender, ethnicity, income and location. Our
question types included multiple choice, short fill­in, bipolar scales, and matrixes.
For attitude, we used seven point scales asking consumers to rank their overall attitude
to shopping both in­store and the online from Unfavorable – Favorable, Bad – Good, and
Negative – Positive. We included two questions asking participants to rank on a seven point
scale their attitudes after making a purchase online and in­store, respectively. The scales
included: Bad – Good, Unfavorable – Favorable, Disappointed – Excited, Unhappy – Happy,
Dissatisfied – Satisfied. For intention, we also had another two questions with a seven point
scale asking participants how likely they were to purchase online and in­store. The scales
included: Unlikely – Likely, Improbable – Probable, Impossible – Possible. For perception, we
listed an array of barriers a shopper might anticipate online and in­store, and asked participants
to select which were most important. We derived these barriers from our in­depth interviews.
The listed online barriers included shipping cost, shipping time, unable to try on items,
inaccurate representation, incorrect size, hassle returning items, and impulse shopping. The
listed in­store barriers included aggressive sale associates, traveling time, lack of privacy, out of
stock items, disorganized floor space, lack of deals and sales, peer pressure and desire to
impulse buy. For perceived value, we included different factors for online and in­store
shopping which we derived from our in­depth interviews, and asked participants to rank them
from Very Unimportant – Unimportant – Somewhat Unimportant – Neither Important/Not
Important – Somewhat Important – Important – Very Important. The factors for in­store
included variety of store selection, convenience, price, quality of product, customer service,
privacy, availability of product information. The factors included for online included variety of
store selection, convenience, price, quality of product, customer service, privacy and availability
of information. For impulsivity we included another bipolar seven point scale asking how
likely a participant impulse buys online and in­store. The scale ranged from Unlikely – Likely,
Improbable – Probable, Impossible – Possible.
The data was collected on the Qualtrics software. Once approved, survey links were
e­mailed out to family members, as well as posted via Facebook on group pages, on our
personal profile and by sending out links to individuals. We were able to garner 124 results.
Section VI

8. The tools that we utilized to analyze that data consisted of the usage of microsoft excel as well
as Excel Statistics. We then sorted the data according to demographics (gender, age, income,
student/non student) and then found the average of the independent variables.
a. Attitude
i. See appendix
ii. There is a negative and marginally significant relationship between age and
attitude towards shopping fashion items online. (b=­0.197,t=­1.855,p=0.067).
We found that the older the age the less favorable attitude is towards online
shopping.
iii. There is a positive and marginally significant relationship between how much
people are willing to spend online and their attitude towards shopping fashion
items online. (b=0.207,t=1.959,p=0.053).This shows that individuals are more
likely to spend more money when shopping in store. On average individuals are
willing to spend $126.49 dollars when shopping online. In contrast on average
individuals on average spend $211.69 dollars in store.
iv. There is a significant relationship between attitude and intent to impulse buy
shopping fashion items online.(b=0.074,t=9.309,p=0.0001). The more favorable
attitude an individual possesses towards online shopping the more likely their
intention to impulse buy fashion item online.
b. Intentions
i. See Appendix for graphs and tables that correspond below:
ii. There is a significant relationship between purchasing power and intention
towards shopping for fashion items online. (b=­0.280,t=2.701,p=0.008). We
found that people who spend less money are less likely to shop online. On
average individuals are willing to spend $126.49 dollars when shopping online.
iii. There is a significant relationship between attitude and intention towards
shopping fashion items in­store.(b=0.491,t=5.582,p<0.0001). Consumers with a
slightly or more positive attitude towards shopping in­store, are more likely to
purchase instore.
iv. There is a significant relationship between attitude and intention towards
shopping fashion items online.(b=0.685,t=9.309,p<0.0001). Consumers with an
overall positive attitude towards shopping online, are more likely to purchase
instore.
v. There is a significant effect of student on intent to purchase online.
(10.549(1,99)=f3.443, p=0.067), with means (Ms = 5.013, Mn= 4.367)
indicating that students have higher favorable intention to purchase online.

9. There is a differentiation of 0.646 between students and non­students in regards
to shopping online.
vi. There is a significant effect of income on intent to purchase in­store.
(16.317(4,96)=f3.058, p=0.020), with means (Mu = 5.682, M15= 6.292. M30 =
6.348, M60 = 6.667, Mo = 5.333) indicating that people across the board have a
high intent to purchase online, however there is a significant decline to purchase
for people who make under $15,000 and over $120,000. There is an average
differentiation of 3.932 among incomes.
d. ​Perceptions
1. See Appendix
2. There is a significant effect of attitudes towards shopping online to the
perception of the significance of variety of store selection. (b=.356, t= 3.77,
p=.000). Consumers are more likely to shop online if they know the brand offers
a variety of selections.
3. There is a significant effect of attitudes towards shopping online to the
perception of the significance of convenience of online shopping. (b=.306, t=
3.183, p=.002). Consumers are more likely to shop online if they know it will be
more convenient for them.
4. There is a significant effect of attitudes towards shopping in store to the
perception of the significance of the quality of the product. (b=.349, t= 3.681, p=
.000). Consumers are more likely to shop in store if they know the product they
are buying if of good quality and thus move away from internet commerce.
5. There is a significant effect of attitudes towards shopping in store to the
perception of the significance of the quality or lack of for customer service in
store. (b=.426, t= 4.631, p= .0001). This shows that the better the customer
service perception the more likely a consumer will buy in store.
6. There is a significant effect of attitudes towards shopping in store to the
perception of the significance of privacy. ( b=.369, t= 3.907, p=.000). This
means if consumers perceive shopping in store to be a more private experience,
the more likely they will shop there.
7. There is a significant effect of attitudes towards shopping in store to the
perception of the significance of the immediate availability of product
information. (b=.256, t= 2.620, p=.010). This means if consumers perceive
shopping in store as having access to more product information, they will more
likely shop in store.
8. There is a significant relationship of attitudes towards post online shopping and
perception of the significance of variety of online selection. (b=.372, t=3.970,

10. p=.000). This indicates that consumers, with a variety to choose from online,
have high post purchase attitudes.
9. There is a significant relationship of attitudes towards post online shopping and
perception of the significance of online convenience. (b=.344, t=3.625, p=.000).
This indicates that with more convenience shopping online, consumers have
more of a positive attitude towards their online shopping experience.
10. There is a significant relationship of intent to purchase online and the perception
of the variety of goods available online. (b= .271, t=2.782, p=.006). This
indicates that as consumers have more know they will have a variety to choose
from, they will have the intent to buy online.
11. There is a significant relationship of intent to purchase online and the perception
of the convenience of shopping online. (b=.267, t=2.744, p=.007). This
indicates that as consumers perceive shopping online to be convenient, they will
more likely have the intent to purchase online.
12. There is a significant relationship of intent to purchase online and the perception
of online prices. (b=.213, t=2.162, p=.033). This indicates that consumers
perceive price as a significant aspect in influencing their decision to purchase
online.
13. There is a significant relationship of impulsing buying online and the perception
of the variety of online selections. (b=.262, t= 2.697, p=.008). This indicates
that impulse buying is influenced by the perception of of the level of variety a
website has.
e. ​Values
i. See Appendix
ii. There is a significant relationship of gender towards desire to impulse buy in store.
(Chi­squared = 0.05), with distribution (Mf=23, Mm= 8). Indicating that females are
more likely to impulse buy in store than male.
iii. There is a significant relationship of gender towards peer pressure when shopping in
store. (Chi­squared = 0.05), with distribution (Mf=12, Mm= 6). Indicating that females
are more likely to have peer pressure more than males when shopping in store.
iv. There is a significant relationship between gender towards lack of deals and sales in
shopping in store. (Chi­squared = 0.05), with distribution (Mf=24, Mm= 7). Indicating
that females are more likely to find a lack of deals and sales when shopping in store than
males.
v. There is a significant relationship between gender towards disorganized floor space in
shopping in store. (Chi­squared = 0.05), with distribution (Mf=36, Mm= 13). Indicating
that females are more likely to find floor space in store is more disorganized than males.

11. vi. There is a significant relationship between gender towards stockings in store.
(Chi­squared = 0.05), with distribution (Mf=38, Mm= 22). Indicating that females are
more likely to consider stockings as an issue of shopping in store than males.
vii. There is a significant relationship between gender towards privacy in shopping in
store. (Chi­squared = 0.05), with distribution (Mf=10, Mm= 8). Indicating that females
are more likely to seek for privacy when shopping in store than males.
viii. There is a significant relationship between gender towards travelling time.
(Chi­squared = 0.05), with distribution (Mf=38, Mm= 21). Indicating that females are
more likely to find travelling time as an issue of shopping in store than males.
ix. There is a significant relationship between gender towards impulse buy online.
(Chi­squared = 0.05), with distribution (Mf=21, Mm= 9). Indicating that females are
more likely to impulse buy online than males.
x. There is a significant relationship between gender towards returning item for
shopping online. (Chi­squared = 0.05), with distribution (Mf=46, Mm= 17). Indicating
that females are more likely to hassle when returning item than males.
xi. There is a significant relationship between gender towards incorrect size or fit in
shopping online. (Chi­squared = 0.05), with distribution (Mf=53, Mm= 24). Indicating
that females are more likely to consider incorrect size or fit as an issue in shopping
online than males.
xii. There is a significant relationship between gender towards incorrect representation
in shopping online. (Chi­squared = 0.05), with distribution (Mf=47, Mm= 19).
Indicating that females are more likely to find incorrect representation as an issue when
shopping online than males.
xiii. There is a significant relationship between gender towards availability of trying on
items in shopping online. (Chi­squared = 0.05), with distribution (Mf=59, Mm= 24).
Indicating that females are more likely to find that unavailability of trying on items as an
issue when shopping online than males.
xiv. There is a significant relationship between gender towards shipping time.
(Chi­squared = 0.05), with distribution (Mf=44, Mm= 19). Indicating that females are
more likely to consider shipping time as an issue of shopping online than males.
xv. There is a significant relationship between gender towards shipping cost.
(Chi­squared = 0.05), with distribution (Mf=53, Mm= 19). Indicating that females are
more likely to consider shipping cost as an issue of shopping online than males.
f. ​Impulsivity
i. See Appendix
ii. There is a significant relationship between favorable attitudes toward
shopping online to the high tendency of impulse buying online. (b=.509, t= 5.88,
p= <.0001).

12. iii. There is a marginally significant effect of income on impulsivity to purchase
online. (33.425(4,97)=f 2.429, p=0.053), with means (Ms = 4.378, Mn= 4.592)
indicating that income contributes higher impulsivity to purchase online. There is a
differentiation of 1,996 between income level of $30,000­ $60,000 vs. over $120,000
in regards to impulsivity of shopping online.
iv. There is a significant effect of gender and impulsivity to purchase online.
(11.370(1,100)=f 3.419, p=0.077), with means (Ms = 5.097, Mn=4.592) indicating
that students have higher gender has higher impulsivity on online shopping. There is
a differentiation of 0.726 between male and female in regards to impulsivity of
shopping online.
Implications and Recommendations
Overall, it was found the younger individuals are more likely to shop online. It was also
found that people tend to spend more money in store. I suggest that it is important to segment
and market and focus online ads on younger individuals while in store on older individuals. It is
also important to market accurate promos online in order to raise AOV which can increase
sales.
Based on the result, online shopping on impulsivity indicated significant result but not
the in­store one. In addition, younger people between the age of 18­35 years old tend to be more
impulsive towards online shopping. Meanwhile, the result indicated that people between the
income range of $35,000­$60,000 are the highest category on impulsive online shopping.
Marketer can save so much on fixed and variable cost by using smaller space for in­store
display and reinforce online catalogs. Moreover, marketer can use cookie upon internet users to
track what people have been searching for the past few days and recommend what are the most
relevant items for them.
It was found that females having more issues in both shopping in store and online. It was
also found that most people, both males and females find out of stock items as the biggest issue
when it comes to shopping in store and not being able to try on items is the biggest issue when it
comes to shopping online. I suggest that marketers need to focus on consumer satisfaction and
reduce consumer’s cognitive dissonance.
There is a significant relationship between how much people are willing to spend online
and their intention to purchase items online, meaning that people who spend less are less likely
to purchase online. However, we also had a significant, positive results for students shopping
online. From this, we can infer that college students make larger purchases online and smaller
purchases in­store. Thus marketers should focus their attention on such price differences and
market as so. This is proven in point vi, where those who make the most income and the least
income shop online the least. In regards to attitudes towards either or, it seems consumers
already have their preferences and it would be best to strengthen those preferences versus trying

13. to make them switch their minds. The online relationship appears stronger compared in­store
intention and attitude. Surprisingly, people will still shop in­store despite their negative
attitudes.
Although all seven factors of perception were found to be significant on some level to
the other variables, the factors that continuously turned out to be significant were variety of
store selection and convenience. The implication from this is that consumers desire a selection
when shopping. This variety can mean a plethora of things but as mentioned earlier, variety can
mean color, size and styles, particularly for college students. As for convenience, it was found
that the perception of convenience significantly influences buying behavior online whether it be
impulse or attitude towards online shopping. The recommendations for this would be to offer
more variety either in store or online to attract more customers and maintain current customers.
For convenience, maybe some brick and mortar stores should develop their own online store
and provide products that consumers might not find in store due to maximum store capacity of
products and thus developing a committed customer base. This customer based base would be
committed because their store provides them with more options online and not limited to in
store inventory.
Appendix
Attitude:
ii.

15.
iii.

16.
iv.
Intention:
ii.

17.
iii.
iv.

18.
v.

19.
vi.

20.
Perception:
2.

21.
3.
4.

22. 5.
6.

23. 7.
8.
9.

24.
10.
11.

25.
12.
13.

26.
Values:
ii.
iii.
iv.
v.

27.
vi.
vii.
viii.
ix.
x.

28.
xi.
xii.
xiii.
xiv.
xv.

29.
Impulsivity:
i.
ii.

30.
iii.

31. Work Cited
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