The internet has created new ways to buy and sell just about anything. People no longer need to leave their homes for groceries, and overnight shipping has saved many a procrastinator. Researchers Yuchi Zhang, Michael Trusov, Andrew T. Stephen, and Zainab Jamal wanted to know how these developments might be changing consumers’ e-commerce buying behaviors.
Their study analyzed a data set with the browsing history of 10,192 people. The data showed what products were purchased, what websites were visited, and purchaser demographics.
Here are the key findings:
- People who spend much of their time on social media spend less time shopping online but are more likely to make online purchases.
- People who use search engines to look for products are more likely to make a purchase.
- Older people and people with higher incomes are more likely to purchase products online.
The researchers suggest the results of this study have implications for online shopping websites. They suggest sites should recognize the importance of social media campaigns and customer interactions on social media. Marketers who are employed by these online shopping websites might also be wise to search for consumers who are very active on social media and specifically target them.
In conclusion, the researchers were able to show that there is indeed a relationship between social media and online shopping websites. Although more time spent on social media means less time shopping, those who use social media the most will be more likely to buy.
To read the full text of this study:
Zhang, Y., Trusov, M., Stephen, A. T., & Jamal, Z. (2017). Online Shopping andSocial Media: Friends or Foes?Journal of Marketing, 81(6), 24-41.
