Morehead State University

Who's Shopping on the Internet? Examining the societal values of Online Shoppers

Institution

Morehead State University

Abstract

Societal values have long been used as important tool in predicating consumer behavior in a variety of contexts. This paper describes the results of a study that identifies the societal values of online shoppers. Results suggest that strongest predicators of potential online shopping are security, social, and achievement values.

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Who's Shopping on the Internet? Examining the societal values of Online Shoppers

Societal values have long been used as important tool in predicating consumer behavior in a variety of contexts. This paper describes the results of a study that identifies the societal values of online shoppers. Results suggest that strongest predicators of potential online shopping are security, social, and achievement values.