Internet Purchasing Attitudes: Does It All Come Down to Cost?

Being able to shop and make purchases via the Internet is a relatively recent choice, one which people have either embraced or avoided. Studies have been done to determine factors contributing to either position. Research suggests that convenience is largely the reason why consumers choose to make Internet purchases (Bellman, Lohse, & Johnson, 1999). Conversely, research indicates that security, technical understanding, and their resulting comfort levels, are major reasons why consumers choose not to make Internet purchases (Bhatnagar, Misra, & Rao, 2000). With the increasing competition for consumer business within e-commerce (as well as other shopping methods), it is important to consider the attitudes of consumers about important considerations in making purchases online. Procedure Data regarding attitudes towards purchasing products on the Internet was collected as a segment of a larger survey looking at Internet shopping behaviors with regards to personality and locus of control characteristics. Participants were asked to indicate their “top three most important features ” when considering purchasing products on the Internet. There were thirteen predetermined options and “other, ” a write-in option, from which respondents could choose. Participants were also asked to indicate their “top three reasons that result in NOT purchasing products on the Internet”; whic