The Effects of Shopping Goal Concreteness on Shoppers' Behavior and Inspiration in Online Retailing

Auteur(s)

Thomas Rudolph

Accéder

Description

We reveal that shoppers with concrete (vs. abstract) shopping goals focus less on product displays, but more on user recommendations in e-retailing. Attention paid to navigation elements and product displays correlated negatively with shoppers' inspiration, whereas attention to user recommendations and low shopping goal concreteness had positive effects on inspiration.

Sujets

Gestion d'entreprise > Vente et distribution

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Date

2013