bourlakis, 2008 et al e-consumer behavior

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abstraCt

Several measurement scales have been designed by both practitioners and researchers to evaluate per-Shopping online has emerged as one of the most popular Internet applications, providing a plethora of purchasing opportunities for consumers and sales challenges for retailers. The aim of this paper is to shed further light on the past and present status of the e-consumer phenomenon, by looking into online shopping behaviour and by examining the major reasons for being motivated or being de-motivated from buying online, focusing on the trust element. Building on that analysis, the possible future status of e-consumer behaviour is presented via an examination of ubiquitous retailing, which denotes the next stage of that retail revolution.

Keywords: e-consumer; e-retail, internet shopping; retail revolution.

iNtroDUCtioNShopping online has emerged as one of the most popular Internet applications. Initially, the selling focus was on durable, non-food items such as books, but nowadays almost any product can be traded on-line. It is not surprising then that the major retailers have capitalised on that selling format. For ex-ample, in the U.K., Tesco was the first grocery retailer to launch this facility in 1996.

The paper examines the past, present and future status of e-consumer behaviour and aims to shed further light on that phenomenon. The next section analyses the past status of the e-consumer behaviour concept by discuss-

ing findings from the literature followed by a subsequent discussion on the present status of the phenomenon. The last sections provide our views on the future state of e-consumer behaviour, by presenting ubiquitous retailing as a possible evolution of retailing, before drawing relevant conclusions.

iNterNet CoNsUMer sHoppiNG: past statUs Rowley (1998) states that the Internet shopping experience has become a challenge for Internet retailers that need to ensure success at each stage (Figure 1).

e-Consumer behaviour: Past, Present and future Trajectories of an

evolving retail revolutionM. Bourlakis, Brunel University, United Kingdom

S. Papagiannidis, Newcastle University, United Kingdom

Helen Fox, Newcastle University, United Kingdom

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For the first two stages, the website can be adapted for each different consumer, allowing them to have their own home page for specific needs and wants. Their shopping habits can be recorded, which helps in making the selection and ordering a quicker experience. For the In-ternet medium to be attractive to retailers, there are a number of issues associated with delivery, distribution, and relationships in the supply chain that will need to be pre-considered.

Focusing on the demographic element of the E-consumer, Mintel (2000, 2003) reports that the UK Internet user is predominately male, aged 20 – 30 and has an AB socio-economic background. Gender is believed to influence the extent and pattern of participation in web activities and Rodger and Harris (2003) found that women were less emotionally satisfied with Internet shopping than men. Specifically, females expressed lower emotional gratification with Internet shopping and are more sceptical of online shopping than males, perhaps because that emotional bond with the retailer is not evident in a virtual environment (Rodger and Harris, 2003). Men reported greater trust in Internet shopping, and perceived the Internet as a more convenient shopping outlet than did women. Overall, emotion and trust are the two critical determinants of consumer shopping at-

Figure 1. The stages of the Internet shopping experience (Source: Rowley 1998)

Browsing and Product Identification

↓Selection and Ordering

↓Security and Payment

↓Delivery

titudes and behaviour. In a similar vein, Girard et al. (2003) illustrated how shopping orienta-tion and demographics have differential roles to play, based on the type of product purchased on the Internet. They also believe that gender, education, and household income revealed strong influences on preferences for shopping online whilst convenience is another key reason for purchasing online (Mayer, 2002; Phau and Poon, 2000; Poon, 2000; Seybold, 2002; Shim et al., 2001; Teo, 2002; Thomas, 2003). A useful categorisation of the key influential factors for Internet shopping is developed by Shim et al. (2001) including transaction services (related to security, product guarantees, safety, privacy, and service), convenience (which relates to overall speed of Internet shopping and freedom from hassles), sensory experiences (which includes the social, personalising, and recreational expe-riences of shopping) and merchandise (product information, comparative shopping opportuni-ties, and variety of merchandise choice). The attitude toward Internet shopping encompasses specific attributes related to transaction services (Shim et al., 2001).

Similarly, there have been many stud-ies indicating reasons for abstaining from the Internet. Anon [A] (2002) states that, in principle, web retailing is not a cheap option,

�� International Journal of E-Business Research, 4(3), �4-��, July-September 2008


compared to traditional retailing as the cost of packaging, distribution, stock management, and record keeping is likely to be higher for distance selling compared to traditional retailing. Anon [B] (2002) cites security problems, the lack of trust in Internet retailers, the lack of Internet knowledge and finally, the long delivery time for goods. Jones and Vijayasarathy (1998) suggest that individuals have unfavourable perceptions of Internet shopping security as they are wary of giving credit card details over the Internet and Rowley (1996, 1998) argues that businesses should provide alternative ar-rangements. For example, consumers should be able to make arrangements using phone, fax, or post, should use tokens on different sites, should apply encryption for their credit card numbers and should use electronic cash by withdrawing ‘digital money’ from an Internet bank and stored on the hard disk.

Focusing on the ‘risk’ element, Forsythe and Shi (2003) analyse the types of perceived risk and demographics on online shopping behaviour that contains six types of perceived risk. These are the financial risk, the product performance risk, the financial risk, the social risk, the psychological risk, the physical risk, and time / convenience risk (Forsythe and Shi, 2003). Product performance risk is defined as the loss incurred when a brand or product does not perform as expected. Financial risk is defined as a net loss of money to a customer. Psychological risk may refer to disappoint-ment, frustration, and shame experience if one’s personal information is disclosed. Time / convenience risk may refer to the loss of time and inconvenience incurred due to difficulty of navigation and / or submitting orders, finding appropriate web sites, or delays receiving prod-ucts. Social risk involves fears of isolation from people and not receiving the pleasure whilst shopping. Physical risk involves not being able to use the senses, such as touch and smell.

In order to alleviate these risks, trust is required. This becomes a prerequisite for foster-ing and nurturing online shopping relationships. Aiming for that, Lee and Turban (2001) propose a model for developing consumer trust during

Internet shopping and identify specific ‘trust building’ constructs. These include the follow-ing: trustworthiness of the Internet merchant (ability, integrity, benevolence), trustworthiness of the Internet shopping medium (technical competence, reliability, medium understanding) and other contextual factors (effectiveness of 3rd party certification and effectiveness of security infrastructure). They also elucidate on the key parameters that may affect consumer trust in Internet shopping, including credit card loss assurance policies, product warranty policies, policy on returned merchandise, availability of escrow service, ability to schedule human customer service sessions and, ability of user-friendly, reliable, efficient storefront interfaces with animated characteristics (Lee and Turban, 2001). Rowley (1998) also states that to attract the Internet shopper, the Internet retailer needs to focus on the speed of transaction, convenience, selection, and price. Online shopping offers retailers the opportunity to gain new customers notwithstanding the given opportunities to im-prove customer loyalty (Roberts et al., 2003).

To conclude, there is a range of factors that affect e-consumer shopping either positively (mo-tivating factors) or negatively (inhibiting factors) and subsequently, they can motivate or de-motivate shoppers. Table 1 synthesises the previous discus-sion providing a literature review thematic chart for the motivating and inhibiting consumer-related factors during online shopping plus possible areas for further improvement.

fUrtHer CoMMeNts oN tHe preseNt statUsThe previous analysis examined academic material published till 2004 and hence it will be worth considering whether any progress has been made on the issues raised in Table 1. Aiming to address this point, the current sec-tion analyses relevant material published in professional associations’ magazines, govern-ment reports and practitioners’ journals from 2005 onwards.

Specifically, there are still security con-cerns relating to Internet transactions amongst



consumers and in 2006 it was estimated that almost $2 billion would be lost (Finextra, 2006) in existing and potential e-commerce sales. That survey, executed by Gartner with 5000 online US adults, found that almost half of these (46%) had concerns about theft of information and Internet data breaches. Similarly, the research indicated that 70% of the surveyed online con-sumers do not trust unknown companies and delete suspicious emails from unrecognised sources (Finextra, 2006). Another survey echoed the above and illustrated further how online consumers were concerned about cyber crime and are still concerned about online privacy and security (NewsBlaze, 2007). Unavoidably, these concerns lead to changes in online behav-iour with online consumers preferring to shop from recognised retailers which have already worked on how to increase online consumer confidence.

Therefore, it can be reasonably suggested that trust is still of pivotal importance (and a prerequisite) as it has always been for online transactions. However, the most success-ful online firms, including retail firms, have made the trust element the key differentiator for their online strategies compared to other online firms, which continued with the same online customer practices and subsequently, have achieved mediocre results (Riegelberger, 2006). For example, the successful online firms have developed detailed online trust-building strategies (see also Lee and Turban, 2001) with their customers including a range of ‘embed-ding’ strategies such as temporal embedding, social embedding and institutional embedding ones. Firstly, temporal embedding implies de-veloping a strong relationship with a customer by signalling the firm’s long-term plans, goals and investments or even by being attached to a well-established brand. It is not surprising then that many successful online retailers are the ones which also enjoy a traditional / physical retail presence and hence, are able to transfer their positive brand image from physical retailing to online retailing. This can be partially explained by the fact that an estab-lished, trusted brand does “carry considerable

weighting in consumer decisions about online shopping” (Brown et al., 2007, p. vi). Also, of-fering customer incentives can only strengthen that relationship with consumers. Under social embedding strategies, online firms capitalise on their positive recommendations and positive word-of-mouth communications from friends and family members and these firms could also use the Internet to disseminate reputation information, as is the case with the major online retailer, Amazon, with its affiliate programme (Riegelberger, 2006). Lastly, institutional em-bedding strategies include the development of trust programmes via the use of industry asso-ciations and regulatory programmes. However, Riegelberger (2006) argues that using trust as a differentiation point by online firms will soon erode as online consumer expectations are on the increase and will soon become a ‘must do’ tool. An example of such an increase in online expectations is apparent when online consumers engage in online window shopping. Based on a survey carried out by Scan-Alert examining the behaviour of more than 7 million online shoppers, it was found that the average online consumer requires over 19 hours to make their first purchase on a website following a first visit (Leonard, 2005). That increased length of time indicates that current Internet shopping involves consumers spending a considerable amount of time cross-checking and comparing websites or a ‘catalog of catalogs’ before making a final decision (ScanAlert, 2005). It also illustrates how online retailing is an ultra competitive business and far more competitive than the traditional / physical retailing (Leonard, 2005). Nevertheless, there is little evidence that price is the principal criterion of online shopping. However, providing to the consumer the ability to check prices online and get the best possible price is, and will always be, a very attractive selling point (Brown et al., 2007).

Brown et al. (2007) examined the demo-graphic element of the E-consumer and reported that differences between demographic groups in the UK are gradually decreasing. This was explained by the fact that specific consumer groups are catching up, including older people



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Central ThemeAuthor(s)

Year Major Findings

Motivating fac-tors for online

shopping

Girard et al. 2003 - Shopping orientation and demographics have differential roles to play, based on the type of product

purchased on the Internet- Convenience and recreational shoppers were the dominant orientations that influence consumers’ preferences for shopping online, and this influence varied

with the product types- Gender, education, and household income revealed strong

influence on preferences for shopping online

Lee, Turban 2001 - The parameters that may affect consumer trust in Internet shopping include: 1) credit card loss assurance policies, 2) product warranty policies, 3) policy on returned merchandise, 4) availability of escrow service, 5) ability to schedule customer service sessions, 6) ability of user-friendly storefront interfaces with animated characteristics

Morganosky, Cude

2000 - The majority cited convenience and time saving as their primary motivation for buying groceries online

- Shopping online appears to be the most advanced leading edge technology in grocery shopping

- Online grocery shoppers seem to recognise and value differences between the online grocery shopping experience and the in-store shopping experience

Phau, Poon 2000 - Online marketing should be perceived as having five components: 1) promotions, 2) one-to-one contact, 3) closing, 4) transaction, 5) fulfilment

- Internet shopping is generally still unfamiliar to most Internet users

- Expensive goods, such as automobiles, jewellery and stereo systems are not ready for web selling. The monetary risks involved in buying these products are too great. These products also require more than visual inspection

- People shop online mainly because of convenience

Poon 2000 - Industry sector dimension, actual experience of competitive advantage, and quality information support are key to Internet commerce benefit

- For those retailers who have been online for about 2 years, there is evidence that Internet commerce has been providing benefit to its adopters

Rodgers, Harris

2003 - Emotion, trust, and convenience are three critical determinants of people’s shopping attitudes and behaviour

- Females express lower emotional gratification with e-shopping because of their inclination toward left-hemisphere processing

- Men reported greater trust in Internet shopping, and perceived the Internet as a more convenient shopping outlet than did women

Table 1. The E-Consumer: A literature review thematic chart

International Journal of E-Business Research, 4(3), �4-��, July-September 2008 �9


Table 1. continued

and lower socioeconomic groups. In addition, Brown et al. (2007) noted that, although online shopping is increasing its popularity to both men and women, the purchasing behaviour between them does vary.

Following the previous discussion, we can conclude that some progress has been made; however, there is still a long way to go with a plethora of issues being unresolved. One of these is the further enhancement of trust and reduction of risk during online shopping. Apart from the industry, the latter has also attracted the attention of research funding bodies as wit-nessed by, inter alia, the considerable funding given by the Data Information Fusion Defence Technology Centre to De Montfort University in the UK (Net4now, 2007). It is anticipated

that further developments will emerge from these initiatives notwithstanding the rapidly evolving and dynamic field we are dealing with. The next part provides a synopsis of these possible future developments and scenarios by making the appropriate interconnections with the previous discussion. a fUtUristiC sCeNario: WHeN is MY friDGe fiNallY GoiNG to orDer MilK? Jones and Wijayasarathy (1998) suggest that electronic shopping has the potential to radi-cally alter the structure of shopping behaviour. Also, Forsythe and Shi (2003) believe that the Internet represents a fundamentally different environment for retailing from traditional

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Inhibiting factors for online

shopping and other concerns

Anon [B] 2002 - The main concern for not purchasing online is security- Another reason for not purchasing online is that people

believe it is more enjoyable and easier to buy goods and services in a store

- Books, followed by Music (CDs) are the most popular products purchased online

Forsythe, Shi 2003 - Internet represents a fundamentally different environment for retailing from traditional retailing media

- Internet browsers appear to be much more concerned than shoppers with the risk associated with Internet shopping. Risk perception was much greater among browsers than those who shop on the Internet

Koyuncu, Bhattacharya

2004 - Individuals are inclined to increase their shopping from the Internet since online shopping provides better prices, and allows individuals to shop more quickly than other shopping alternatives

- Individuals tend to shop less from the Internet because online shopping requires longer delivery time for items bought online, and payment involves risk

Rowley 1998 - The major problems with Internet shopping are transaction problems / concerns, lack of credit card security, difficulty in locating products / services, poor product quality / insufficient information, technical problems in software / slow interface

- For Internet retailing to be attractive to retailers, there are a number of issues associated with delivery, distribution, and relationships in the supply chain that will need to be satisfactorily resolved

Teo 2002 - Main deterrents to purchasing online have been customers’ preference to examine products, the need to possess a credit card, and security concerns



Table 1. continued

Areas for improvement for online shopping

Anon [A] 2002 - Retailers need to address some of the concerns about credit card security, since most online sales will involve credit card payments

- If you are trying to sell a product that is obtainable readily from the local supermarket or high street, you are less likely to succeed than if you are selling something rare, different, or unusual

- Web retailing is not a cheap option, compared to traditional retailing. The cost of packaging, distribution, stock management, and record keeping are likely to be higher for distance selling compared to traditional retailing

Fram, Grady 1997 - To improve shopping, respondents of this survey most often asked for easier processes for locating products / services, along with improved visuals / graphics

- Women (in sample) find little difference between the quality of goods found in local stores / catalogues and those sold on the net

Jones, Wi-jayasarathy

1998 - Electronic shopping has the potential to radically alter the structure of consumer in-home shopping behaviour

- Security is an issue; channels may not be secure, and credit card numbers might be intercepted and then misused

Mayer 2002 - Consumers cite fear that credit card details will be stolen- Although certain things have improved, e.g. delivery, there

is still substantial room for improvement- Key information is often lacking, e.g. failure to disclose

whether a product is in stock- Returning goods and getting a refund was often problematic

Raphel1996 - Supermarkets are now using the Internet because ‘that’s

where the customers are’- Customers are cautious about using the Internet for

shopping. They are concerned about security Roberts et al. 2003 - Significant number of people will stick to conventional

supermarkets for grocery shopping because of the nature of social contacts and the need to touch and feel the products

- Main driving force for groceries online is convenience and time saving, but consumers are sensitive to product prices, delivery charges, and Internet access costs

- Deepest concern with Internet shopping is securityRowley 1996 - The Internet is useful tool for marketing (depending upon

the audience that you try to reach), but is far less effective in generating sales

- Security is a major issue with four methods overcoming this; prior arrangements, tokens, encryption, and electronic cash

- The future of successful e-tailing will be about rediscovering the fundamental principles of why people really buy

Vijayasarathy 2003 - There is a need to profile the online shopper using more sophisticated psychographic measures such as shopping orientations, rather than relying solely on demographics

- Results suggest that shopper segments (community, home, and apathetic) derived from shopping orientations differ when online



marketing, micro payments and location based services are among the first applications to reach such devices, allowing the consumer to interact with near-by points of sales. For example, a consumer can buy refreshments from a vending machine and pay using his mobile phone or get the latest offers from nearby shops.

In scenarios like the above, the customer is still largely in charge of the transaction and purchasing decision. In the future, this may change, as pervasive computing gradually finds its way in the environment and a wider-range of purchasing opportunities become a reality. At that point, rule-based purchasing may become an attractive proposition for consumers, who could program the points-of-sale to automate purchasing based on certain conditions (e.g. the chandelier would order light bulbs only when a third of them were burnt out). Grocery shopping is ideal for this kind of purchasing. Most items can be restocked with minimum associate risk: not much is lost if you end up ordering a bit more milk and bread than you needed.

When it comes to trust, it is difficult to hypothesise whether ubiquitous retailing will increase or decrease customers’ trust when shopping online, as this will depend on how each consumer uses the technology. The time and convenience elements of buying online may be further enhanced, as customers will have a plethora of opportunities within their environment to complete purchases, without being confined within the narrow boundaries of desktop computers. In addition, although browser security may not be an issue any more (as there will be no browsers as we know them today), security and privacy implications may be even more complicated. If securing one channel is as difficult as it has been, one can only start to imagine the implications of securing and monitoring so many points of sale!

Such automated purchasing, based on rules, will have a number of significant implications for both the consumers and the retailers. Goods may be classified as commodity items whose purchasing could be delegated to the technol-ogy and items that the consumer feels require personal attention when purchasing. For the

retailing media. However, any radical transfor-mations would have required new approaches to consumer behaviour and attitude and one could argue that improvements and electronic evolutions of existing shopping mechanisms are not enough. For example, Fletcher (1999) believes that grocery home shopping will never be more than a niche market (only 4% of all food shopping is done from home). This argu-ment finds support from Roberts et al. (2003), who suggest that a significant number of people will stick to conventional supermarkets for grocery shopping, because of the nature of social contacts and the need to touch and feel the products. Although it is difficult, especially when taking into consideration the fluid nature of the networked environment, to predict what may happen in the future, one could draw suggestions from one aspect of the evolution of computing, that of ubiquitous computing. Ubiquitous computing encourages the seamless integration of technology in the environment, allowing users to interact with it naturally.

Ubiquitous retailing could be an application of such an approach to interacting with tech-nology. The pervasive nature of the interaction allows users to radically alter the mechanisms of ordering goods. As everything could potentially be transformed into a point of sale, the consumer would be constantly surrounded by spending opportunities that are accessible without having to visit a web site, login, add the products to the shopping cart and then checkout. Established relationships, coupled with semi-automated ordering mechanisms, could significantly alter the shopping experience. The convenience fac-tor could be easily further strengthened, if one allows the environment itself to assume some control of the shopping. If a light bulb is burnt out, then the chandelier could order one by itself. To some extent, we are already looking at this phenomenon: mobile commerce and location-based services.

Mobile phones and other mobile devices like PDAs have gradually become powerful enough to provide an additional online conduit, which has only recently started to look attrac-tive for wider commercial applications. Mobile



Past Online Retailing

Current Online Retailing

Future Ubiquitous Retailing

Consumer trust is a prerequisite

Consumer trust becomes a differentiator

Consumer trust forms the basis of a customer relationship programme

1990 2000 2010 2020

Figure 2. Trust and online retail revolution

first type of items impulse buying may suddenly become a thing of the past, as the consumer does not need to worry about having enough milk in the fridge again. Which products end-up in these two categories will depend on the consumer and his special needs and requirements. This will probably result in consumers being positioned between the two emerging extremes: those who would not mind automating as many of their purchases as possible and those who would prefer the ‘traditional shopping’ and engage in every step. There have been signs of such patterns already. For example, Seybold (2002) suggests that during shopping, consumers are disappointed to lose the opportunity to touch and feel the products and to make ‘impulse buys’. These customers would probably not allow all their shopping to be automated, even if it were very convenient.

From the retailers’ point of view, ubiqui-tous retailing may spark a chain reaction of changes, as they will not get to engage with the customer in the same way. If the retailer’s role becomes that of a supplier automatically filling the consumer’s shopping basket and delivering the goods, when is the retailer go-ing to build a relationship with the customer? The answer may be that pervasive retailing and especially automated shopping will end

up being the best profiling method ever! Data mining techniques could potentially generate very detailed customer profiles. In order to take advantage of these, retailers would need to rethink their customer relationship management strategies and how they market their products to the consumer. Whether convenience justifies such extreme profiling, at least with today’s standards, and whether balance between pri-vacy and ease of purchasing can be achieved, is something still to be seen. Considering that via the use of these techniques the retailer is gaining consumers’ trust we recommend that retailers should formulate customer relation-ship management programs building on this emerging relationship with consumers. Based on the arguments posed in this paper, we also propose a conceptual framework that depicts the retail revolution in online retailing, where trust enjoys a different status depending on the stage of that revolution (see Figure 2).

Apart from the above, traditional order-ing processes will also be significantly affected. Issues like the ease of navigation of a web site will not be featuring in the lists of consumer con-cerns, simply because there will be no need to visit a web site to order. Ubiquitous retailing, by definition, will aim to seamlessly integrate the point of sale with the environment; ease of use



Manual decision

Urgency-based

Cost-based

Time-based

Personal goods

Commodity

Transaction

Retailer-based

Market-based

Figure 3. Ubiquitous retailing transaction modes

will have to be an intrinsic characteristic of the new systems. The specialisation of point of sales to perform well-defined purchasing would also allow for speedier transactions, enhancing the convenience factor. In fact, transacting models themselves may be significantly affected. Instead of performing one-off transactions for many items, goods may be purchased one at a time or placed on temporary shopping carts, either on the consumer’s or the retailer’s side. A balance will then be required between the processing-periods of such carts (Figure 3), which could be time-based (e.g. once a day), cost-based (e.g. when the items’ total cost reaches a predefined amount) or urgency-based (e.g. I need a light bulb now!). An example of such an approach can be seen in the ‘Intelligent shelves’ case (Metro, 2006), which guarantees that customers no longer face empty shelves. The products placed in the system are equipped with Smart Chips that contain informa-tion relevant to the product itself or its logistic processes. A RFID reader integrated into the shelf automatically recognizes when an item is removed by reading the product information. Should stocks diminish, the system can take the necessary action.

Shopping carts may be ‘retailer-based’ or ‘market-based’ (Figure 3). In the first scenario the customer and the automated agents place the items in one cart that is to be undertaken

by one retailer. In the second, and perhaps more interesting scenario, a number of pre-defined retailers get to fulfil the order, based on their offered price. As the cart will be auto-matically processed by the customer’s purchas-ing agent, the best price will be selected among the prices offered by the different retailers, which could spark ‘price wars’ among them! In such a networked environment, in which transactions will be performed by automated agents, fine tun-ing these agents would have a significant impact on retailers’ adopted strategies.

Finally, pervasive and ubiquitous shopping could help convergence in online shopping. Traditionally customers usually order products that are of low to medium value, e.g. books or DVDs, but not very expensive items e.g. a house. They would not buy few low value items (e.g. a few pieces of fruit or a box of washing powder) from the online supermarket either, as it is easier to buy these from a nearby store and any potential saving will be lost in the now relatively high delivery cost, compared to the product’s cost. Automated purchasing could result in economies of scale, extending the cost boundaries within which online retailing currently operates, and reduce the impact that the distance from the nearest store may have on the decision to buy online.



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CoNClUsioNThe current paper has suggested a concep-tual framework illustrating an online retail revolution in connection with consumer trust and e-consumer behaviour. Whether these changes justify a claim that there has been a radical transformation in retailing or that these changes were just the natural evolution of retailing, due to technological advances, is something that can be debated. Either way, online retailing is here to stay; although difficult to predict with what form and shape. The last section presented a potentially revolutionary scenario, that of ubiquitous retailing, signs of which we are already manifesting themselves through mobile commerce.

The authors consider this revolution to be very useful to business managers and other stakeholders such as consumer bodies and associations. For example, retail manag-ers should pay further attention to the trust element and should still differentiate their strategies by developing ‘trust-building’ programs with consumers. By doing so, they will be able to move to the next stage, which is the formulation of customer relationship management programmes, which were found to be very appropriate for future ubiquitous retailing. Consumer bodies and associations should also take into consideration the pro-posed arguments, especially the one related to the future state of the revolution. We believe that they will find these points extremely ben-eficial in order to protect and guarantee the welfare and well-being of their members and to minimise their possible exploitation.

Last but not least, further work is required to confirm / disconfirm our findings, including further empirical research work with retail managers and consumers. The recommended revolutionary process in connection with the trust element requires further attention whilst the possible application of this revolution to other online firms, not just retailers, could form another investigation.



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�� International Journal of E-Business Research, 4(3), �4-��, July-September 2008


Michael Bourlakis is currently a senior lecturer at Brunel University (UK). Michael has more than 10 years experience dealing with marketing, distribution channels and supply chain management. Michael gradu-ated in business administration at the Athens University of Economics and Business (Greece) and obtained both his MBA and PhD degrees from the University of Edinburgh (UK). Michael worked as a research associate at the Management Centre, University of Leicester (UK) and at the Oxford Institute of Retail Management, Templeton College, University of Oxford (UK) and as a lecturer at Newcastle University. He has published in various logistics, supply chain management and marketing journals.

Savvas Papagiannidis graduated from the physics department of the University of Newcastle upon Tyne. Upon completion of his PhD he joined the eBusiness Group at the business school in the same University. Savvas has started a number of eBusiness ventures and also worked as a freelance Internet developer. His research interests include management of Internet and emerging technologies, high-technology related entrepreneurship and e-business models.

Helen Fox has graduated from the School of Agriculture, Food and Rural Development at Newcastle University.

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