I am of the opinion that even with the advent of the Internet facilities, the number of individuals who go to brick-and-mortar shops for shopping activities has not decreased. As rightly said by Rita Rudner, "Buying something in-store is just a very special feeling. Actually, the less I purchase something, the more it's worth to me."
First, shopping in-store has several functions. One of these simple may be the economic function, such as for example purchasing a product. Shopping can also fulfill some social functions (meeting people and conversation) and recreational functions (physical exercise, entertainment). Psychological needs may also be met by this activity, like the need for contact with information, or to fresh stimuli. Although, the Internet makes it possible to conduct activities such as for example working and shopping without going to activity places, the concept of e-shopping has been limited to a certain category of goods and people. This has influenced people at certain time for you to think whether to purchase online, or to purchase in-store.
Second, product characteristics affect e-shopping. The types of products which can be popularly purchased via e-shopping are computers, computer hardware and software, CDs, books, travel tickets, cinema and concert tickets, and fast food such as for example pizza. However, people prefer to purchase such items as clothes, furniture, and cosmetics in-store. Of the online grocery shoppers, most would not buy meat, dairy produce, and other perishables online.
Third, e-shopping rates relatively low when compared to in-store shopping on such shopping mode characteristics as product information, product sales, security of transactions, and ease of returning merchandise. Those who choose e-shopping get it done only for saving time and having flexibility in shopping hours. Moreover, shopping on the net deprives us of the ability to try the products in order to see if their quality meets our standards. Shopping in stores gives us the ability to try the products at our personal pace, along with ask for clarifications and details that only face-to-face interaction provides.
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Fourth, people still see some value in going to the store. The good thing about going to a shop to search is that people get the chance to go out and be with people. One more thing, once we go to the store, we are able to buy what we want and we are able to understand what the store has. On the other hand, we will never know when stores could have something on-line, and they cannot get it for all of us immediately. It is rather a waste to wait for a product we want than to visit the store and pick it up right away. Further, e-shopping is mainly done by people in professional occupations and with high incomes.
Fifth, it is about trust. Some individuals simply don't trust the idea of adding their credit card information online. Shopping on the internet means we should purchase our purchases via a bank card, a PayPal account or an E-Check. Not everyone is comfortable paying in this manner and as a result of that they will continue to search in stores when they could shop online.
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