Online shoppers value retailer reputation more than price when they buy online, despite the recession.
According to research from Webcredible, 28% of online shoppers are most likely to be persuaded to make an online purchase by the reputation of the retailer, compared to 26% who are swayed by the price.
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According to Webcredible, this is because of security fears. "Many internet users are very aware of the potential for online fraud and are more concerned that the site they are buying from is as safe as possible, and the key consideration here is the retailer's reputation," it said.
More than 1,300 online users were surveyed in the company's ecommerce persuasion poll.
The third most important factor for influencing a user's decision where to buy was the look of a website. A total of 16% said this was the biggest influence, and 15% said ease of use was most important.
Mrudula Kodali, senior consultant at Webcredible, said, "Price has always been a key driver in why people shop online rather than on the high street, but these results reveal that some respondents hold security in the highest regard, so much so that even in the current downturn, the reputation of an online retailer is more important than getting the best price."
Online security is the biggest reason UK consumers do not shop online, according to a recent survey by the Office of Fair Trading.
A poll of more than 2,000 people suggested that 23% of UK consumers do not shop online because of security concerns.