Creating retail web sites for different consumer shopping orientations

Roxanne Stell, Nita L Paden

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


As the number of Web sites continues to expand and consumers increase their use of the Internet, companies must find ways to convert visitors to buyers and boost return visits to their sites. Most sources that offer guidelines for developing Web sites assume that all Internet shoppers are the same. An examination of customers' shopping orientations would, however, indicate that this is unlikely to be the case. To develop a more effective Web site, it is important to consider the shopping orientations of the target market. This article describes five different shopping orientations and offers ways to address these differences when creating a Web site.

Original languageEnglish (US)
Pages (from-to)3-16
Number of pages14
JournalJournal of Internet Commerce
Issue number1
StatePublished - Jan 2002


  • Online shopping
  • Shopping orientations
  • Web site design

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Management of Technology and Innovation


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