Do you like shopping? Or does the thought of wandering round the shops fill you with terror? For some of us, shopping is an enjoyable way of spending our spare time and our money. For me, it’s something I would rather avoid. Thank goodness for the Internet! It’s more convenient to buy CDs, electrical items, and even food from the comfort of your sofa. But that’s not the only reason: price is an important factor. We can buy goods and services cheaper online. But sometimes the problem is knowing what to buy. This has led to a type of shopping called “showrooming”.

Showrooming is something I’ve done. I will go to a shop to see, touch and try out products but then go home and buy them online at a knock-down price. I’m not alone in doing this. Research by a company called Foolproof found 24% of the people showroomed at Christmas in 2013.

Amy Cashman, Head of Technology at TNS UK, says the reasons for this new shopping habit are that people are lacking time, lacking money and they want security about the products they are buying. She explains that consumers are not only shopping online at home but they are using the Internet in store or on their smart phones to shop around.

But does this mean technology will kill shops? Certainly shops will change. They will have to offer more competitive prices or encourage people to buy more by giving in-store discounts or free gifts.

We mustn’t forget that buying in a shop means you can get expert advice from the sales assistant and you can get good aftercare. It’s good to speak to a real human rather than look at a faceless computer screen, but at least by showrooming, you get the best of both worlds.

“Regardless of social class, race and age, men say they hate to shop,” says Zukin, City University of New York sociology professor. “Yet when you ask them deeper questions, it turns out that they like to shop. Men generally like to shop for books, music and hardware. But if you ask them about the shopping they do for books or music, they'll say, ‘Well, that's not shopping. That's research.’”

In other words, what men and women call “buying things” and how they approach that task are different.

Women will wander through several 1,000­square­metre stores in search of the perfect party dress. Men will wander through 100 Internet sites in search of the perfect digital camcorder. Women see shopping as a social event. Men see it as a special task or a game to be won.

“Men are frequently shopping to win,” says Ann, a marketing professor at Loyola University of Chicago. “They want to get the best deal. They want to get the best and latest one and if they do that, it makes them happy. When women shop, they're doing it in a way that they want everybody to be very happy,” says Ann. “They're kind of shopping for love.”

“Teenage girls learn to shop from their mums and elder sisters, and they also learn to shop by examining articles in magazines like Seventeen,” Zukin says. “And although men's magazines such as GQ and Esquire have long had shopping articles, it's TV that has the eye of young male shoppers,” say Ann and Zukin.

“Television shows are used by young men in the same way Seventeen or Lucky is used by girls,” says Zukin, “to help make clothing and toiletry choices.”

“Of course, there are men who love to shop and are proud of it,” Ann says. And that is important no matter whether you buy a car or a frying pan. All men love to buy but don't want to get cheated. Ann adds, “There actually are men who are interested, for example, in cooking or shopping or chinaware or things around the home-they become kind of girl magnets. Women like it.”

Chinese consumers’ crazy appetite for luxury goods and services appears unstoppable, with just 2 percent of the Chinese population responsible for one-third of the world’s luxury items.

As China’s economic miracle develops, the market opportunities for all sorts of luxury goods and services are increasing. Luxury consumption in China now extends ways beyond well-known car, clothing and jewelry brands. For example, the luxury jet market in China is the fastest-growing in the world, even outstripping that of the United States, with a market share of 25 percent. This trend appears to continue, with 20 to 30 percent growth expected in China, compared with only 2 to 3 percent in the US. But more importantly, China’s luxury jet market growth represents a major development in the private consumption of luxury items.

China’s high-quality red wine market also provides evidence of the growth in private consumption of luxury goods. In 2013, China became the largest market for red wine in the world, even overtaking France, with l.86 billion bottles consumed in China last year. Over the past five years, China’s red wine consumption has grown 136 percent.

According to my ongoing consumer research in this area while working at the University of International Business and Economics in Beijing, public consumption of such expensive global luxury brands such as Prada and Armani is easily explained by the desire to “gain face” and publicly display social climbing through material possessions. On the other hand, it is “self-reward” that lies behind consumer motivation in this area. Chinese consumers who have experienced rapid financial and economic gains appear particularly prone to the need to reward themselves for their success. But this has little to do with ”gaining face” and impressing others and much more to do with the need for personal contentment.

Finally, the growth in private luxury consumption in China is set to continue in part due to the maturity of the Chinese consumer and advancement of Chinese consumer culture generally.