Where to Shop? The High Street vs. The Internet

Paper Summary:

This paper takes a closer look at the new phenomenon of online retailing, and compares it to the more customary variety of commerce. The researcher interviews "real-life" shoppers, asking them to compare their internet experiences with their experiences in the high street. The paper questions whether consumers prefer one over the other and whether there are certain things that people will not buy in cyberspace. The paper also questions whether the online marketplace inspires the same level of comfort and trust as its brick and mortar counterpart.

Paper Outline:
Introduction
Aims
Literature Review
Methodology
Results
Conclusion
References

From the Paper:

"Internet shoppers cited the wider variety of choices available, especially in terms of the above-mentioned favorite purchases. For the high street shopper, the "what you see is what you get factor" proved to be the most positive aspect of the shopping experience. The subjects were fairly evenly divided as far as the other criteria were concerned. However, subjects did feel that one could get a better price online, as opposed to in the high street. There was, nevertheless, a striking difference in spending amounts between the two styles of shopping. Very clearly, the subjects spent considerably more money in the high street than on the Internet."

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