Where does the Internet fit in ?
Excellent tool for gathering information about cameras
- more in-depth information about each model than in store
- comparative sites are favoured
- more objective precis, consumer feedback, advice, saves on search time
Still need to visit the store to make the purchase decision
- ergonomics (how camera ‘feels’ and ‘works’ in the hand) very important
- subjective preference, need to have the reassurance of seeing it for real
Once purchase decision made, sceptical about buying on-line because of the security concerns
- future expectation of cost savings through on-line purchase
- may buy more homogenous item without tactile experience e.g. film, tripod