Shopping Orientation, Demographic and Media Preference Correlates of Electronic Shopping

Abstract

The purpose of the study is to document the correlates of consumers’ desirability of videotex shopping. Many retailing experts suggest that electronic shopping will become the next revolution in retailing. Several past studies in retailing have demonstrated that much can be learned about retail patronage from the study of consumers’ shopping orientation, demographics, and media preferences. The results suggest that electronic shopping is desirable to white females who are older, educated, working in supervisory or higher level occupations and who also are price conscious shoppers.