Demangeot, Catherine and Broderick, Amanda J. (2009) The role of exploration in creating online shopping value. Advances in Consumer Research, 36. pp. 473-481. ISSN 0098-9258Full text not available in this repository. Request a copy from the Strathclyde author
This study draws attention to the integrating role of exploration in online shopping. Online, the shopping experience, product search and product information search all happen through the exploration of different pages of a website. A survey among 301 respondents who first navigated an online bookstore for eight minutes was analyzed using structural equation modeling. Results show that exploratory potential (the perceived ability of a retail website to provide scope for further exploration) plays a central role in creating utilitarian and hedonic value, which in turn contribute to site commitment. Further, sense-making potential only produces utilitarian value if mediated by exploratory potential, thus further reinforcing the notion that exploratory potential is the real 'killer attribute' of a retail website.
|Keywords:||online retailing, online environments, online marketing, consumer behaviour, exploration, Marketing. Distribution of products, Economics and Econometrics, Applied Psychology, Marketing|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Dr Catherine Demangeot|
|Date Deposited:||21 Jan 2010 18:03|
|Last modified:||06 Jan 2017 07:00|