Consumer Isolation
I was queuing for the self-checkout machine at McDonald's, which was far more popular than the traditional counter. After customers picked-up their meals, they walked off without giving the employees any eye contact or response to their greetings. This got me thinking about consumer culture, where there seems to be an increasing trend of consumer isolation, especially regarding online shopping. This post intends to consider the consequences of the online shopping trend and how marketers are handing the problem of social isolation.
I have often visited shops to escape loneliness. This is because shops provide an arena for social interaction, where a lot of the shopping experience is related to socialisation. Internet as a shopping medium has become increasingly prevalent (Kim, 2002). In online shopping, the social element is taken out of the shopping experience to a great extent. This could have adverse consequences as research has proven that internet usage has effects on social isolation (Eastin, 2002), where online shopping is related to increased depression (Stepanikova et al., 2010).
Online shopping can be seen as a positive development. It gives freedom and convenience by allowing consumers to shop whenever and wherever they like. Online shops offer consumers easy access to a wider range of products from a global market. Although there are concerns related to the privacy of online shopping, consumers might feel more anonymous and discreet in the purchase process. Online shops offer cheaper products and support in efficient price comparison.
Still, isolation regarding online activity is undeniable. Can we justify this isolation on the premises of giving consumers more convenience, better variety and lower prices of products? Perhaps we do not have to. Social interaction and a sense of community are increasingly fostered by shops as they present visitors with forums, chat rooms and comment sections. These solutions accommodate the need for socialisation in consumption experiences and are related to flow, an enjoyable experience where we are completely intrigued with browsing (Novak & Hoffman, 2009). I find online shops with such sections more pleasurable to visit as I do not feel completely disconnected from others. For instance, many online shops have comment sections where customers can provide feedback and recommendations to other consumers, which create conversations and interaction. Chatrooms providing interaction between consumers and the business also generates a sense of social interactivity, but the replies are often generated by computers. However, this superficial interaction without physical contact might not be sufficient to satisfy social needs.
(Screenshots: Ericdress.com)
Online shopping will continue to increase; especially as businesses has developed ways of bringing the social element into online consumption. Still, I think it's unlikely that physical stores will disappear as it creates an atmosphere, which online shopping cannot replicate. Traditional stores provide room for physical contact and socialisation to a far greater extent. Hopefully, physical stores will remain popular, as too much online consumption might contribute to the alienation and isolation of consumers. Do you agree? Please comment your views below.
References:
Eastin, M.S. (2002) Diffusion of E-commerce: An Analysis of the Adoption of Four E-commerce Activities. Telematics and Informations, 19 (3). Available from: http://www.sciencedirect.com/science/article/pii/S0736585301000053 [Accessed 12 November 2014].
Kim, Y. (2002) Consumer Value: An Application to Mall and Internet Shopping. International Journal of Retail & Distribution Management, 30 (12). Available from: http://www.emeraldinsight.com/doi/abs/10.1108/09590550210453075 [Accessed 12 November 2014].
Novak, T.P. & Hoffman, D.L. (2009) Flow Online: Lessons Learned and Future Prospects. Journal of Interactive Marketing, 23 (1). Available from: http://www.sciencedirect.com/science/article/pii/S1094996808000042 [Accessed 11 November 2014].
Stepanikova, I., Nie, N.H. & He, X. (2010) Time on the Internet at Home, Loneliness, and Life Satisfaction: Evidence from Panel Time-Diary Data. Computers in Human Behaviour, 26 (3). Available from: http://www.sciencedirect.com/science/article/pii/S0747563209001733. [Accessed 10 November 2014].
Picture Credit:
http://www.doesntgrowontrees.co.uk/online-versus-in-store-shopping/
I also hope physical shops does not disappear. They truly offer something unique that online shops can’t replace. I think that businesses are clever to allow us to post comments and feedback as it doesn’t only let customers talk with each other but also make us feel that the online store is more trustworthy if the feedback is positive.
ReplyDeleteGood point, such customer engagement can really add credibility to the store.
DeletePhysical shops absolutely create an atmosphere which sitting at home, alone, in front of the computer cannot replicate. Although you can probably get almost everything you need from the computer these days, just sitting inside can create a vicious cycle of loneliness and depression very quickly. But allowing customers to post feedback etc on online shopping outlets is a good idea as it creates an idea of the outlet as trustworthy and also as it fosters communication online, which is taking off everywhere else (like twitter, facebook) after all!
ReplyDeleteThank you for sharing your views. I think what you said about the vicious cycle is very clever and true. Have a nice weekend!
DeleteI have never really thought about online shopping in this way before, but I agree with you. All this technology makes us isolated. Shopping used to be something fun you would do together with your friends and family. Its sad that its not so much like that anymore.
ReplyDeleteInteresting article! I think a little bit different, because 'Real Life Shopping' takes a lot of time for me and is often very annoying. I just buy in shops when I want to have some product right now, but if the technology improves to get your online order the same day as you purchased it, I think I would stop running into shops
ReplyDeleteThanks for your comment! Yes I have talked with many people who say that they think online shopping is only a positive development, while others I talked to have the view that it can trigger adverse affects although they recognize online shopping as a good thing. Honestly, I think it all depends on the personality of the different consumers. I also read somewhere how certain personality types have higher preference for online shopping. That's maybe why some people think traditional shopping is more enjoyable than others! In my opinion a great balance is perfect, I love online shopping, but I still find it enjoyable to walk around in stores and do "real life shopping" as you phrased it. I hope both types of shopping will be present in the future, but i understand why online shopping is experiencing tremendous growth and could possibly over-ride traditional shopping at some point in the future.
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