Where and how consumers live affect online shopping habits

Even though most consumers are digitally connected, what they purchase online, and from which e-commerce sites, is highly affected by where they live and who their acquaintances are. Researcher David Bell discusses how living location, friends and neighbors greatly affect shopping habits. For instance, he found that shoppers on eBay are more likely to buy a product from someone who lives close to them and that consumers tend to trust reviews written by others who live nearby. Story

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