U.S. online shopping: Facts, fiction, hopes and dreams

Don E. Schultz*, Martin P. Block

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


Much online shopping research has been viewed from the seller's side, i.e., volume, timing and the like. This paper looks at online shopping/buying from the buyer's view. Based on 285,000+ individual responses from an online U.S. panel, the questionnaires, gathered between 2006 and 2013, form the analytical base. Findings include an increase in online shopping volume among a declining customer base. Consumer reported details such as leading online retailers (Amazon.com), online product preferences, comparisons of online and fixed location research and buying scenarios, buying influences and the like are discussed. Managerial implications and suggestions for future research are included.

Original languageEnglish (US)
Pages (from-to)99-106
Number of pages8
JournalJournal of Retailing and Consumer Services
StatePublished - Mar 1 2015


  • Brand preference
  • Online shopping
  • Shopper cards

ASJC Scopus subject areas

  • Marketing


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