Abstract
In many previous studies of consumer behavior, shopping has been equated with buying. This research examines the concept of browsing—the examination of a retailer’s merchandise without a current intent to buy. Results indicate that for the product classes of clothing and personal computers, browsing is related to perceptions of relevant dimensions of the retail environment. In addition, heavy browsers are more involved with the product, are more knowledgeable, and are more likely to be opinion leaders than are other consumers. Suggestions for future research are also noted.
Similar content being viewed by others
References
Belk, Russell W. 1975. “Situational Variables in Consumer Behavior.”Journal of Consumer Research 2 (December): 157–164.
— 1982. “Acquiring, Possessing and Collecting: Fundamental Processes in Consumer Behavior.” inMarketing Theory: Philosophy of Science Perspectives. Eds. R. Bush and S. Hunt, eds., Chicago, American Marketing Association.
Bellenger, Danny N., Dan H. Robertson, and Barnett A. Greenburg. 1977. “Shopping Center Patronage Motives.”Journal of Retailing 53 (Summer): 29–38.
— and Pradeep Korgoankar. 1980. “Profiling the Recreational Shopper.”Journal of Retailing 58 (Spring): 58–81.
Bettman, James R. 1979.An Information Processing Theory of Consumer Choice. Reading, MA, Addison-Wesley Publishing Co.
Bloch, Peter H. 1982. “Involvement Beyond the Purchase Process: Conceptual Issues and Empirical Investigation.” inAdvances in Consumer Research, IX. Ed. A. Mitchell. Ann Arbor, MI., Association for Consumer Research: 413–417.
—, Daniel L Sherrell and Nancy M. Ridgway. 1986. “Consumer Search: An Extended Framework.”Journal of Consumer Research 13 (June): 119–126.
— and Marsha L. Richins. 1983. “Shopping Without Purchase: An Investigation of Consumer Browsing Behavior.” inAdvances in Consumer Research, X. Eds. R. Bagozzi and A. Tybout, eds., Ann Arbor, MI., Association for Consumer Research: 389–393.
Calder, Bobby J., Lynn Phillips, and Alice M. Tybout. 1982. “The Concept of External Validity.”Journal of Consumer Research 9 (December): 240–244.
Claxton, John D., Joseph N. Fry, and Bernard Portis. 1974. “A Taxonomy of Prepurchase Information Gathering Patterns.”Journal of Consumer Research 1 (December): 35–42.
Downs, Anthony. 1961. “A Theory of Consumer Efficiency.”Journal of Retailing 37 (Spring): 6–12, 50.
Fennell, Geraldine. 1978. “Consumers’ Perceptions of Product-Use Situation.”Journal of Marketing 42 (April): 38–47.
Fleischmann, Gerd. 1981. “Sources for Product Ideas: A Proactive View on the Consumer, inAdvances in Consumer Research. VIII. Ed/ K.B. Monroe. Ann Arbor, MI., Association for Consumer Research: 386–390.
Gutman, Jonathan and Michael K. Mills. 1982. “Fashion Life Style, Self-Concept, Shopping Orientation, and Store Patronage: An Integrative Analysis.”Journal of Retailing 58 (Summer): 64–86.
Hirschman, Elizabeth C. 1980. “Innovativeness, Novelty Seeking, and Consumer Creativity.”Journal of Consumer Research 7 (December): 283–295.
— and Melanie R. Wallendorf. 1982. “Motives Underlying Marketing Information Acquisition and Transfer.”Journal of Advertising 11:2: 25–31.
Holman, Rebecca H. and R. Dale Wilson. 1982. “Temporal Equilibrium as a Basis for Retail Shopping Behavior.”Journal of Retailing 58 (Spring): 58–81.
Jarboe, Glen R. and Carl D. McDaniel. 1987. “A Profile of Browsers in Regional Shopping Mall.”Journal of the Academy of Marketing Science 15 (Spring): 45–52.
Jansen-Verbeke, Myriam. 1987. “Women Shopping and Leisure.”Leisure Studies 6:71–86.
Lindquist, Jay D. 1974, 1975. “Meaning of Image: A Survey of Empirical and Hypothetical Evidence.”Journal of Retailing 50 (Winter): 29–38.
Nevin, John R. and Michael J. Houston. 1980. “Image as a Component of Attraction to Intraurban Shopping Areas.”Journal of Retailing 56 (Spring): 77–93.
Newman, Joseph W. 1977. “Consumer External Search: Amount and Determinants.” inConsumer and Industrial Buying Behavior. Eds. A. Woodside, J. Sheth, and P. Bennett. New York: North-Holland: 79–94.
— and Bradley D. Lockeman. 1972. “Measuring Prepurchase Information Seeking.”Journal of Consumer Research 2:216–222.
— and Richard Staelin. 1972. “The-Purchase Information Seeking for New Cars and Major Household Appliances.”Journal of Marketing Research 9 (August): 249–257.
Olshavsky, Richard W. and Donald H. Granbois. 1979. “Consumer Decision Making: Fact or Fiction?”Journal of Consumer Research 6 (September): 95–100.
Price, Linda and Lawrence Feick. 1984. “The Role of Interpersonal Sources in External Search: an Informational Perspective.” inAdvances in Consumer Research, XI. Ed. T. Kinnear. Provo, UT: Association for Consumer Research: 250–255.
Raju, P.S. 1980. “Optimum Stimulation Level: Its Relationship to Personality, Demographics, and Exploratory Behavior.”Journal of Consumer Research 7 (December): 272–282.
Richins, Marsha L. and Teri Root-Shaffer. 1988 (forthcoming). “The Role of Involvement and Opinion Leadership in Consumer Word-of-Mouth: An Implicit Model Made Explicit.” inAdvances in Consumer Research, 15. Ed. M. Houston. Provo, UT: Association for Consumer Research.
Tauber, Edward M. 1972. “Why Do People Shop?”Journal of Marketing 36 (October): 46–59.
Tigert, Douglas J., Lawrence J. Ring and Charles W. King. 1976. “Fashion Involvement and Buying Behavior.” inAdvances in Consumer Research, Vol. 3. Ed. B.B. Anderson. Chicago: Association for Consumer Research: 46–52.
Tyebjee, Tyzoon T. 1978. “Cognitive Response and the Reception Environment of Advertising.” in1978 Educators’ Proceedings. Ed. S. Jain. Chicago: American Marketing Association: 174–177.
Westbrook, Robert A. and William C. Black. 1985. “A Motivation-Based Shopper Typology.”Journal of Retailing 61 (Spring): 78–103.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Bloch, P.H., Ridgway, N.M. & Sherrell, D.L. Extending the concept of shopping: An investigation of browsing activity. JAMS 17, 13–21 (1989). https://doi.org/10.1007/BF02726349
Issue Date:
DOI: https://doi.org/10.1007/BF02726349