Final answer:
When online shopping, people look for both aesthetic and instrumental benefits. Aesthetic benefits refer to the visual appeal and emotional satisfaction, while instrumental benefits focus on the practical aspects such as convenience and price.
Step-by-step explanation:
When online shopping, people look for both aesthetic and instrumental benefits. Aesthetic benefits refer to the visual appeal and emotional satisfaction that a product or website can provide, such as attractive design, beautiful product images, and an enjoyable shopping experience. Instrumental benefits, on the other hand, focus on the practical aspects of online shopping, such as convenience, price, quality, and functionality of the products being sold.
For example, when purchasing clothing online, people may value both the visual appeal of the clothing and the practical considerations such as price, fabric quality, and fit. Similarly, when shopping for electronics, people may consider both the sleek design of the product and the technical specifications and features it offers.
Therefore, the answer is option 3) Both aesthetic and instrumental benefits.