Conclusion

Although there are numerous advantages of shopping online, to the society as well as individuals, such as 24-hr access and absence of vendors, some negative concerns of online shopping can be reduced by efforts of Web makers. In order to attract more online customers, Web vendors need to gain trust from consumers by signaling privacy and security of their sites, such as by using third-party seal approval, and must allow consumers to use interactive tools such as 3D technology, RA and CM that will faciliate users in making their purchase decisions. Although these features will gather more consumers online, I agree with Lokken's study that shows, "traditional retail shopping will not be reduced or replaced by online shopping in the future" (Lokken et al., 2003). In addition to retail shops, thoughtful improvements of Web sites with consideration on consumers' persepective, online shopping will gain respect and trust by consumers and will be much more widely used than today to benefit both the society and individuals. Eventully, almost all consumers will adapt to the online shopping technology and will be able to enjoy the convenient, innovative way of shopping.