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However, everything is two sides, there are positives and negatives. Online shopping retailers offer convenience to consumers enabling them to search, compare, and access information more easily and ultimately save transaction costs. These retailers are responding to the needs of more informed and demanding customers by improving the trade off between customer benefits and transaction costs. This, in turn, enables retailers to attract and keep customers, increase sales and market share, and improve profits and value (Chircu & Mahajan, 2005) by lowering access, search, evaluation, selection, and ordering costs Verhoef and Langerak (2001)studied the advantages and disadvantages of online grocery shopping and traditional in-store shopping, using a sample of 415 households in Netherlands. They investigated the impacts of perceived relative advantage, compatibility, and complexity on consumers' intentions to purchase grocery online and concluded that consumer's perception of the relative advantage and compatibility positively influence the adoption rate, and the compatibility ofgrocery online shopping negatively influences the consumers' intention. Age, income, education are also included to moderate the model.
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