Behavior Bulleted List
Customer Perception Of Vendors
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- For this question, users were asked to rate their satisfaction of delivery, support services, and quality of different types of vendors. Higher scores indicate increased satisfaction. The most preferred for all characteristics (delivery, support service, and quality) is retail or service stores. This is closely followed by catalog mail order and online mail order with very little difference between the two. These three types of vendors scored between 3.5 and 4.0 on a five-point scale for all three characteristics. Home shopping services were the least preferred and received a neutral response (3.0) for all three characteristics.
Sources Used In Purchasing
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- For this question, higher numbers indicate increased frequency (1 - `hardly ever' through 5 - `once a week'). Users indicate using commercial and non-commercial web sites (3.0 and 2.7, respectively) quite frequently to make purchasing decisions within the past six months. This is more frequently than they've used direct mailings they've received (2.4), but less frequently than articles in newspapers and magazines (3.4). The use of direct mailings and commercial online services declined slightly since the Sixth survey (2.6 and 1.6, respectively). Users anticipate consulting the same sources for purchasing information in the next six months that they used in the previous six months.
Total Spending On WWW Purchases
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- Over 40% of respondents report spending over $100 in purchases over the web in the past six months. This percentage is up considerably from the Sixth survey where only 30% had spent this much. Also, only 31% predicted that they would spend over $100 six months ago. The slow trend toward increased spending on the web shown by this and other surveys should be encouraging to web vendors, but it should be interpreted with caution. For all categories of spending, respondents predict that they will spend less in the next six months than they have in the previous six months. The increased spending seen with this survey may reflect the seasonal (Christmas/Hanukkah) fluctuations which are common in retail sales.
Copyright 1997
Georgia Tech Research Corporation
Atlanta, Georgia 30332-0415
ALL RIGHTS RESERVED
Usage RestrictionsFor more information or to submit comments:
send e-mail to www-survey@cc.gatech.edu.GVU's WWW Surveying Team
Graphics, Visualization, & Usability Center
College of Computing
Georgia Institute of Technology
Atlanta, GA 30332-0280