The Future of Online Retailing

Richard Croome, Meredith Lawley and Bishnu Sharma, University of the Sunshine Coast

Keywords

Online purchasing, surveys, consumers.

Abstract

How and why consumers use the Internet is important to understanding retail change in the online context. A mail survey approach was used in completing this study. One hundred and forty six Australian consumers participated in the survey. The results suggest that consumers have a preference for purchasing digital and non-bulky analogue products online, specifically tickets, books, travel & hotels, music and cameras. Product attributes play an important role in choosing the initial retail channel. Pricing and product information are potential switching drivers and trust is associated with online purchasing. The implications for pure-play and multi-channel retailers are discussed.