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Consumer
Impossible Uncovering
the (a)Sociality of (e)Commerce Alf
Berggren & Fredrik Thorning “…consumption is no longer restricted to the necessities but, on the contrary,
mainly concentrates on the superfluities of life…” (Arendt, 1958, from Csikszentmihalyi,
2000:267)
he
Internet and its commercial potential for retailers is given a great
deal of attention. The larger portion concerns its different technological
aspects, and the general belief is that if only those aspects are
unraveled the consumer will soon leave the bricks-and-mortar stores
and gratefully join their virtual counterparts. Following this general
opinion e-tailers strive to make the process of consumption as rational,
effortless and less time consuming as possible. But in spite of the
superior alternative e-tailers now believe they are offering, consumers
continue to do most of their shopping in the old bricks-and-mortar
stores, and it seems as if their attempt to enhance the consumption
process, if not bore the consumers, then at least lack the ability
to attract them. |
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