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-- gt;
This research
investigates the influences of product presentation modes, decision behaviour
and the consumer experience on Internet shopping. The growth of online shopping
brings with it cognitive challenges for consumers attempting to assess large
numbers of options in purchase decisions. Further, there is little guidance for
vendors in terms of presenting large numbers of product. In this study, online
shopping is viewed as an information processing, decision task. This approach
is ameliorated with our study of the experiential aspects of shopping online.
Flow, the theory of optimal experience, is introduced as a lens to study
experiential aspects in online shopping scenarios.
This study provides
guidelines to vendors seeking to support decision making, and to optimise
consumer experience in online shops. The evidence presented indicates that optimising
the consumer experience during their shopping trip may be of greater importance
for vendors than supporting better decision behaviour. The findings relating to
online shopper flow experience are more substantial than those relating to
decision behaviour, though both hold significance. In our study, consumer
experiences online influenced behavioural intent to a large degree. As such,
influencing flow experiences online is a fruitful avenue for research and has
important implications for online vendors.
| Original language | English (Ireland) |
|---|---|
| Title of host publication | 20th European Conference on Information Systems (ECIS) |
| Place of Publication | Barcelona, Spain |
| DOIs | |
| Publication status | Published - 1 Jun 2012 |
Authors (Note for portal: view the doc link for the full list of authors)
- Authors
- SHARKEY, U.; ACTON, T.; CONBOY, K.
- Sharkey, Ultan; Acton, Thomas; Conboy, Kieran;