Postmodernism, social relations and remote shopping

Postmodernism has provided valuable insights into the cultural significance of shopping and shopping sites in advanced societies. Despite their important contribution, postmodern accounts of shopping behaviour have predominantly focused on shopping in public spaces of malls and high streets. In this paper it will be argued that postmodern accounts of consumer shopping behaviour need to be developed and applied within the home shopping and wider remote shopping context. Directions for future research are proposed.