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Chapter 4 E-environment 203

of £500 with this confidence stemming from the importance they lay on purchasing
well known brands and the necessity to shop around.
3 Carefree spenders (19% 2004, 15% 1999) – These consumers are prepared to
purchase from unknown companies and do not consider that purchases should be
restricted to well-known brands. Furthermore, they are willing to make the purchase
without seeing the product first.
4 Cautious shoppers (14% 2004, 20% 1999) – these shoppers are not likely to
purchase goods through an online auction, have concerns over the quality of prod-
ucts they purchase and would like to see the product prior to making a purchase.
5 Bargain hunters (21% 2004, 16% 1999) – this group would buy from an unknown
company or any web site as long as it was the cheapest and is driven not by the
convenience of the medium but by price.
6 Unfulfilled (14% 2004, 17% 1999) – this group finds it too difficult to find the prod-
ucts they wish to purchase on the Internet, they would not buy from any web site
or through an auction and they think it takes too long for products purchased online
to be delivered.

The revised Web Motivation Inventory (WMI) identified by Rodgers et al. (2007) is a useful
framework for understanding different motivations for using the web which will differ for
different parts of a web session. The four motives which cut across cultures are: research
(information acquisition), communication (socialization), surfing (entertainment) and
shopping and these are broken down further below.

1 Community
Get to know other people
Participate in an online chat
Join a group.
2 Entertainment
Amuse myself
Entertain myself
Find information to entertain myself.
3 Product trial
Try on the latest fashions
Experience a product
Try out a product.
4 Information
Do research
Get information I need
Search for information I need.
5 Transaction
Make a purchase
Buy things
Purchase a product I’ve heard about.
6 Game
Play online games
Entertain myself with Internet games
Play online games with individuals from other countries.
7 Survey
Take a survey on a topic I care about
Fill out an online survey
Give my opinion on a survey.