LOW INCOME CONSUMERS AND ONLINE SHOPPING: APPREHENSIONS IN CONSUMING THROUGH THE INTERNET

  • Juan Pablo da Silva Dias
  • Marcus Wilcox Hemais
Keywords: Internet, On-line, Low Income, Apprehensions, Risks, Distrust

Abstract

The growth in access of low income consumers to the internet has taken them to use the net in search of entertainment, education and relationships. However, consuming online is still an activity surrounded by distrust. The present study aims to discuss the reasons why low income consumers have apprehension in consuming through the internet. For this, in depth interviews were conducted with 23 low income consumers. The collected data shows that the internet is still seen by the interviewees as being, mainly, for leisure and entertainment. Online shopping still is a task they fear, because of different motives. Initially, one can point the preference to consume in physical stores, since the consumers can touch the desired product, enjoy the trip to the store as a moment of pleasure and the possibility of interacting with salesmen, who help them in their choice. The apprehensions in buying online are also influenced by the perception that sites are not safe, because they offer threats, such as viruses or theft of personal information. Furthermore, interviewees believe that online stores are not compromised with their customers, since they permit problems to occur in the delivery of merchandise, are not clear about the shopping process, and create difficulties in payment method. Another reason for them not to buy online is the perception that if a negative consuming episode of online shopping happened to someone they know, it is also bound to happen with them. Despite this reasoning, these consumers point the importance of help from a third party in their reference group as main incentive for them to face the obstacles to consuming through the internet. In conclusion, it is possible to consider that low income consumers have apprehensions that are similar to their higher income peers, but, also, show different feelings, which are seldom discussed in the literature about online shopping.

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Author Biographies

Juan Pablo da Silva Dias
Graduado em Administração de Empresas pela Pontifícia Universidade Católica do Rio de Janeiro – Rio de Janeiro-RJ, Brasil Extensão para Marketing Digital: SEO − Search Engine Optimization pela Coordenação Central de Extensão da PUC-Rio
Marcus Wilcox Hemais
Professor do Departamento de Administração da Pontifícia Universidade Católica do Rio de Janeiro – Rio de Janeiro-RJ, Brasil Doutor em Administração de Empresas pelo Instituto Coppead de Administração da Universidade Federal do Rio de Janeiro. Mestre em Administração de Empresas pela Pontifícia Universidade Católica do Rio de Janeiro Graduado em Administração de Empresas pela Pontifícia Universidade Católica do Rio de Janeiro.
Published
2015-08-20
How to Cite
Dias, J., & Hemais, M. (2015). LOW INCOME CONSUMERS AND ONLINE SHOPPING: APPREHENSIONS IN CONSUMING THROUGH THE INTERNET. REGE Revista De Gestão, 22(1), 115-132. Retrieved from http://www.revistas.usp.br/rege/article/view/102627
Section
Marketing