Abstract
Even though online shopping is becoming increasingly popular, many consumers are still reluctantto buy online. One approach to improve adaption is to base e-commerce search engines on ontologiesto allow a more intuitive search process. This paper presents the results of an analysis how a sample ofonline shoppers perceived various ontology-based features in an online shop. The data was gathered intwo focus groups with panelists coming from different socio-demographic backgrounds. Most middleagedwomen actively buy through catalogs. However, across the focus groups, most panelists are veryreluctant buying online. Our study suggests that age has a higher influence on the information searchbehaviour of consumers in online shops than gender.