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Shopping Orientations, Product Types and Internet Shopping Intentions

Shopping orientations are useful in the study of patronage behaviour including store loyalty, brand loyalty, in-home shopping, and out-shopping. This paper describes an empirical study that examined the relationship between shopping orientations, product types, and consumer intentions to use the Internet for shopping. Analyses of data collected from over 750 survey respondents reveal that home, economic, and local shopping orientations are related to online shopping intentions. Product types, based on cost and tangibility, do not have a moderating influence on the relationship between shopping orientations and intentions to shop using the Internet, but do have a direct effect on the latter. And, the incremental contribution of demographic indicators in predicting online shopping intentions is minimal. Implications of the findings and the association between shopping orientations and the more easily ascertainable demographic indicators are discussed.