Because the revenues from on-line product sales continued to grow considerably researchers acknowledged a number of sorts of online customers, Rohm & Swaninathan 7 identified four categories and named them “consolation customers, choice seekers, balanced patrons, and store-oriented customers”. They targeted on shopping for motivations and situated that the variety of merchandise available and the perceived convenience of the searching for on-line expertise have been vital motivating elements. This was completely different for offline customers, who had been additional motivated by time saving and recreational motives.
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