Antecedents to Shopping Online: A Shopping Preference Perspective

Abstract

ABSTRACT The growth in online retailing has been phenomenal over the past few years. This study examines the influence of social orientation of the customer, outshopping orientation and enjoyment derived from shopping on the customer's preference to shop online using shopping preference theory as the theoretical framework. The research was conducted using Gen Y university students. The study finds that online shoppers are more likely to be outshoppers and are likely to derive more enjoyment from shopping. The social orientation of the shopper did not influence online shopping preference. In addition, it was found that, as posited by earlier studies, men prefer to shop online more than women.