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Online Consumer Behaviour

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Applied Cyberpsychology

Abstract

In westernised cultures, there is an advancing shift from offline to online activities for many routine behaviours, including shopping and banking (Statista, 2015). Additionally, it was reported in 2014 that 28.3% of all UK fashion purchases and 28.8% of general goods purchases were made online. With online retail equalling big money, it is no wonder that interest is mounting in the area of online consumer behaviour. Increases in online consumerism may in part be due to the availability of online shopping via smartphones and tablets around the clock, anytime, anywhere. Online commerce and shopping behaviour are continuously evolving, to the point where some even blame the Internet for the demise of traditional high street shopping here in the UK. With this shift comes a need for retailers to consider the psychological aspects of online retail in the development of websites, along with the attraction and retention of online shoppers in order to provide a consistently positive consumer experience. Drawing on theories and research from cyberpsychology, and consumer, social, and cognitive psychology, this chapter will highlight some of the key variations between consumer experiences in online and offline shopping, and will consider ways in which retailers are attempting to blur physical and virtual shopping experiences.

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Authors
  1. Nicola Derrer-Rendall
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  2. Alison Attrill
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Editor information

Editors and Affiliations

  1. University of Wolverhampton, UK

    Alison Attrill (Senior Lecturer) & Chris Fullwood (Reader in Cyberpsychology) (Senior Lecturer) &  (Reader in Cyberpsychology)

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© 2016 Nicola Derrer-Rendall and Alison Attrill

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Derrer-Rendall, N., Attrill, A. (2016). Online Consumer Behaviour. In: Attrill, A., Fullwood, C. (eds) Applied Cyberpsychology. Palgrave Macmillan, London. https://doi.org/10.1057/9781137517036_10

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