Abstract:

The systematic progress of Information Technology, the sharp increase of Internet usage and the rise of personal computer ownership have transferred many consumers from traditional to online stores. The scope of this paper is to examine the perceptions of Greek university students’adopters and non-adopters of online shopping in terms of demographic profile, expectations of online stores, advantages and problems related to online purchases. Moreover, the reasons for using or avoiding online shopping, as well as, the types of preferred products were studied. The empirical results provide important managerial implications in order to explain consumers’ online buying behaviour and set the basis for further research on this field.