C/M/392. Literature Review: Comparison of internet shopping and high street shopping

This literature review critically reviews the existing knowledge on internet shopping and its comparison with the high street shopping. This review takes into account how customers perceive internet shopping and high street shopping. Some researchers have suggested that internet shopping provides more benefits to the customers as compared to the high street shopping while other studies have argued that this may not necessarily be the case and have put forward a case in favour of the traditional shopping medium. This literature review provides a critique on these studies.