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 (http://www.acrwebsite.org/volumes/v36/NAACR_vol36_...)
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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.
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Item type: Article ID code: 14237 Dates: DateEvent2009PublishedKeywords: online retailing, online environments, online marketing, consumer behaviour, exploration, Marketing. Distribution of products, Economics and Econometrics, Applied Psychology, Marketing, SDG 12 - Responsible Consumption and Production 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: 05 Jan 2024 13:32 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/14237