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Open Access research that challenges the mind...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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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.