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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs.

Strathprints serves world leading Open Access research by the University of Strathclyde, including research by the Strathclyde Institute of Pharmacy and Biomedical Sciences (SIPBS), where research centres such as the Industrial Biotechnology Innovation Centre (IBioIC), the Cancer Research UK Formulation Unit, SeaBioTech and the Centre for Biophotonics are based.

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The role of exploration in creating online shopping value

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 0098-9258

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Abstract

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.