Strathprints logo
Strathprints Home | Open Access | Browse | Search | User area | Copyright | Help | Library Home | SUPrimo

Exploration and its manifestations in the context of online shopping

Demangeot, Catherine and Broderick, Amanda J. (2010) Exploration and its manifestations in the context of online shopping. In: Academy of Marketing Annual Conference, 2010-07-01, Coventry.

Full text not available in this repository. (Request a copy from the Strathclyde author)

Abstract

The characteristics of the internet make exploration a necessity in online shopping contexts - to navigate the website, to identify a suitable range of products and to learn more about products. This paper considers exploration as the trail of actions which consumers take on every page as a result of the competition for attention between their intrinsic goals and the various stimuli present on the page being viewed. An important characteristic of exploration is that it can be the result of either an inner drive or exposure to environmental stimuli. Using a qualitative enquiry, this study investigates how, in the online shopping context, exploration behaviours are manifested, and identifies the interplay of environmental stimuli and inner motivations which facilitate these behaviours. Two forms of exploration emerge, which are similar to Berlyne's (1971) classification. Diversive exploration is are suggestion- and stimuli-driven, and increase the diversity of options. Specific explorations reduce or resolve uncertainty through product information. The study provides a more integrated view of the two forms of exploration than considered so far in the literature. It highlights the need for marketers to attend to competing, yet complementary information needs during the two forms of exploration.

Item type: Conference or Workshop Item (Paper)
ID code: 26893
Keywords: online shopping, trail of actions , competition, exploration behaviours, inner motivations , 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: 08 Jun 2011 12:03
Last modified: 06 Sep 2014 18:38
URI: http://strathprints.strath.ac.uk/id/eprint/26893

Actions (login required)

View Item