Abstract
The aim of this empirical study is to compare perceptions regarding online shopping between those who browse the web but do not shop online (defined as online browsers) to the attitudes of online buyers. To address the research objective, surveys were administered to 231 online adult browsers and 311 online adult buyers. MANOVA and ANOVA results show that in contrast to online buyers, online browsers are more concerned about the design and security of online stores, customer service, and product offerings (price, selection, and quality). They also perceive themselves as less skilled at using the Web, more price-conscious and less time pressured than online buyers. Based on these findings, the study provides theoretical implications and points to specific actions that online marketers may undertake to address these perceptions.
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