Differentiation of Satisfied Users and Dissatisfied Users of In-Home Electronic Shopping Mode: An Exploratory Study

Abstract

The purposes of this study were (a) to investigate differences between satisfied and dissatisfied electronic shoppers; and (b) to examine the overall level of satisfaction with electronic shopping attributes among shoppers. The questionnaire was mailed to 1,000 videotex subscribers, and 551 usable questionnaires were returned. Of those, 132 subjects were classified as electronic shoppers. The satisfied electronic shopper was different from the dissatisfied electronic shopper with respect to: (a) two shopping orientations, (b) satisfaction with variety of selection offered, (c) frequent usage of three videotex services, (d) overall satisfaction with videotex services, (e) frequent purchase of three products and services, (t) general μiedia usage, (g) two lifestyle activities, and (h) education.