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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.

Item type: Article
ID code: 14237
Keywords: online retailing, online environments, online marketing, consumer behaviour, exploration, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Dr Catherine Demangeot
Date Deposited: 21 Jan 2010 18:03
Last modified: 12 Mar 2012 10:58
URI: http://strathprints.strath.ac.uk/id/eprint/14237

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