Harris: Online shoppers reap emotional benefits

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E-shoppers turn to the Web for convenience, but they also get the satisfaction of adventure and achievement, a new Leo Burnett Co. and Harris Interactive e-commerce study found.

The study of 3,500 consumers' online buying habits looked at strengths and weaknesses of bricks-and-mortar retailers competing with Internet pure-plays; aspects of effective marketing campaigns for dot-coms; and consumers' motivations for online brand decisions. Among preliminary findings: While consumers turn to online shopping for convenience, they also are "reaping the emotional benefits of adventure, achievement and expressing individuality," said Mary Juravic, VP-director of research services at Burnett.

Copyright February 2000, Crain Communications Inc.

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