Empirical exploration of how online consumers interpret and value the marketing communication embedded in shopping components has the potential to advance knowledge of online consumer behavior and to inform design dec...Empirical exploration of how online consumers interpret and value the marketing communication embedded in shopping components has the potential to advance knowledge of online consumer behavior and to inform design decisions concerning consumer-oriented Web sites. To date, little research has been completed regarding how components hinder or aid consumer perceptions of the online marketing message. This paper investigates the relative importance of online shopping components for online consumer shopping. The important and relative issues surrounding online shopping are explored, finding the core components of convenience, access to information, and trust. These components were then implemented in an online shopping task. Respondents considered thoughtfully marketing messages that involved issues of minimizing travel, information access.展开更多
文摘Empirical exploration of how online consumers interpret and value the marketing communication embedded in shopping components has the potential to advance knowledge of online consumer behavior and to inform design decisions concerning consumer-oriented Web sites. To date, little research has been completed regarding how components hinder or aid consumer perceptions of the online marketing message. This paper investigates the relative importance of online shopping components for online consumer shopping. The important and relative issues surrounding online shopping are explored, finding the core components of convenience, access to information, and trust. These components were then implemented in an online shopping task. Respondents considered thoughtfully marketing messages that involved issues of minimizing travel, information access.
