An investigation of online consumer purchasing

This paper examines the literature concerning consumers’ purchasing on the Internet and reports on a project that contained qualitative findings with the help of quantitative data to uncover consumer purchase orientations for financial services. The findings showed support for the literature concerning similarities in the treatment of consumer purchase orientations and gender. However, the outcomes of purchase intentions did not necessarily correlate with consumer segmentation according to original purchase orientations. The conclusions take into account the need for e‐retailers to recognise that online financial services consumers have a significantly higher level of control in the purchase process and are motivated by this in using the Internet.