Review of Literature on Online vs. Offline Consumer Behavior

The Internet and conventional marketing each have distinct features. Online shopping involves no travel, product carrying or restrictions on shopping hours, offering easy accessibility, convenience and time saving. In contrast, offline shopping permits and allows physical examination of the products, interpersonal communication but involves high travel and search costs, and also has restrictions on shopping hours. Consumers may use the two channels differently resulting the same consumers may exhibit different behaviors when shopping across online and offline channels. Therefore, it is important to understand how the same consumers behave at the two channels. (Junhong Chu 2010).  This study attempts to provide an exhaustive review of prior theoretical literature of online vs. offline consumer behavior.

Keywords: E-Commerce, Internet Shopping, Offline Shopping, Buying Motives, Consumer Behavior.

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