Consumer lifestyles and online shopping continuance intention

• Main Authors: Ahmad, Norzieiriani, Omar, Azizah, Ramayah, T.
• Format: Article
• Language: English
• Published: Emerald Group Publishing Limited 2010
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/21349/1/BSS%2011%20%204%202010%20%20227-243.pdf; http://repo.uum.edu.my/21349/; http://doi.org/10.1108/17515631011063767
• Institution: Universiti Utara Malaysia

Purpose– The purpose of this paper is to discuss the issues involved in understanding the buying behavior of Malaysian consumers, particularly in the online shopping context in relation to their lifestyles.Design/methodology/approach– This paper provides a general review of the literature regarding the influence of lifestyles on consumer intentions to repurchase online.Findings– The paper provides marketers with insights into how knowledge about lifestyle factors can be integrated into marketing and advertising strategies.Practical implications– The results of this study will provide some ideas and practical suggestions which can be implemented particularly in online shopping in order to improve its continuance (i.e. customer retention strategies) as effective means of maintaining the subscriber base, market share and overall revenue of online businesses.Originality/value– This paper delineates the importance of understanding consumer lifestyles and its effect on continuance intention that allows online marketers to predict prospective online shoppers' intention to repurchase more easily.