Internet usage history and intensit

Internet usage history and intensity also affect online shopping potential.
Consumers with longer histories of Internet usage, educated and equipped with better skills and perceptions of the Web environment have significantly higher intensities of online shopping experiences and are better candidates to be captured in the wellknown concept of flow in the cyber world (Sisk, 2000; Hoffman and Novak, 1996; Liao and Cheung, 2001). Those consumers using the Internet for a longer time from various locations and for a higher variety of ser-vices are considered to be more active users (Emmanouilides and Hammond, 2000).
As Bellman et al. (1999) mention, demographics are not so important in
determining online purchasing potential. Whether the consumer has a wired lifestyle
and the time constraints the person has are much more influential. Risk taking propensity is also a powerful factor. E-shoppers have higher risk taking tendencies.Consumers with high levels of privacy and security concerns have lower purchasing rates in online markets but they balance this characteristic with their quest for making use of the information advantage of the environment (Kwak et al., 2002; Miyazaki and Fernandez, 2001). These educated individuals, as more confident decision makers, are much more demanding and have greater control over the purchasing
process from initiation to completion (Rao et al., 1998).Today the Internet has captivated the attention of retail marketers. The Internet, as a retail outlet, is moving from its infancy used by only a few to a market with significant potential (Fojt, 1996; Shim, Eastlick, Lotz & Warrington,2001). Millions of people are shopping online (Ainscough, 1996; Strauss & Frost,1999) According to Pilík’s research
(Pilík, 2012), 89 % of Czech Internet users use the Internet for purchasing products or services.But only 32.1 % buy online regularly
These secondary sources (Cetelem, 2011; Cimpler, 2005; E15.cz, 2010; ČSÚ, 2011, Gemius, 2010;Měšec.cz, 2010) are focused on research surveys examining the online buyer behavior processes. Customer purchasing decisions are influenced by perception, motivation, learning, attitudes and beliefs. The perception is reflected to on how the customers select, organize, and interpret information to form knowledge The motivation is reflected to the customer’s desire to meet their own needs. Learning is reflected to the customers’ behavior experience arising. Attitudes are reflected to customers’ steadily favorable or unfavorable assessments, feelings, and inclinations towards object or idea. Finally, Beliefs is reflected to customers’ thoughts about a product or service (Kotler & Armstrong, 1997) There are many factors influences and affect customers in related to how consumers make purchasing decision. The purchasing decision process starts long before actual purchase and continues long after. Usually in more routine purchases, consumers often reserve or skip some of purchase decision process (Kotler & Armstrong, 2004) Price was a critical factor for customer on online shopping (Heim and Sinha, 2001). However, Li et al. (1999) argued that often online shoppers were not price-sensitive, cause of these consumers’ price comparisons among different e-retailers on each product was timeconsuming and the price difference was very small.
-The internet is regarded by many as the place to buy any item at the cheapest price. The rise of price comparison sites has added to the impression that the internet is about low prices (3. RISK, RALPH. New Media Age. 5/12/2011, p09-09. 1/2p (Periodical))