TABLE 4
FROM:
Consumer reactions to online behavioural tracking and targeting
Pamela L Alreck and Robert B Settle
BACK TO ARTICLETable 4. Median and modal frequency ratings of online shopping actions*
| Statement | Median | Mode | |
|---|---|---|---|
| 1 | Use a search engine or site to locate what you want. | 1 | 1 |
| 2 | Record a tracking number when available and track delivery. | 2 | 1 |
| 3 | Check more than one site to make comparisons. | 2 | 2 |
| 4 | Buy mainly from a 'favorite' online seller. | 2 | 2 |
| 5 | Read online reviews of the goods before buying. | 3 | 2 |
| 6 | Go to one or more price comparison sites or sellers. | 3 | 3 |
| 7 | Add items to the 'shopping cart,' then leave the site and come back later. | 3 | 3 |
| 8 | Add items to the 'shopping cart,' then leave without ever returning. | 3 | 3 |
| 9 | Select a delivery method that's faster than the least costly one. | 3 | 4 |
| 10 | Return to a site several times to see if better prices are offered. | 3 | 4 |
| 11 | Allow the online merchant to send you e-mail ads and sale bulletins. | 4 | 4 |
| 12 | Link to a site from an e-mail advertisement you received. | 4 | 4 |
| 13 | Send e-mail product descriptions from the site to family or friends. | 4 | 5 |
| 14 | Write reviews of previous purchases when the site allows it. | 4 | 5 |
| 15 | Register with the seller's site or 'personalize' the seller's web page. | 4 | 5 |
| 16 | Visit an online coupon service site to find discount coupons or 'codes.' | 4 | 5 |
* N=1,135. Five-point scale: 1=Very often, 2=Often, 3=Sometimes, 4=Rarely, 5=Never.
