Conceptualising consumer behaviour in online shopping environment

C. Demangeot, A.J. Broderick

Research output: Contribution to journalArticle

54 Citations (Scopus)

Abstract

This study adopts a holistic approach to consider how consumers perceive online shopping environments. The conceptual model proposes that consumers perceive these environments in terms of their sense-making potential and exploratory potential, and it considers the influence of these on user involvement with the website, shopping value and intention to revisit. A survey was administered to 301 respondents after they had shopped on a specific website for 8 minutes. Structural equation modelling was used to validate the measures developed and test the hypothesised model. Sense-making and exploratory potential are distinct constructs; exploratory potential mediates the relationship between sense-making potential and involvement. Furthermore, involvement is essential in producing shopping value and intention to revisit. The study highlights the importance of the exploratory potential of websites since sense-making is necessary but not sufficient to involve customers with the content of a site. It reveals that in spite of sensory limitations and consumers' possibly more instrumental orientation in online contexts, they are still very sensitive to the shopping experience for its own sake. Managerial implications: The two concepts of sense-making and exploratory potential and their ten dimensions provide marketers with their own, consumer-focused, language when discussing the aims of their website with information systems and design specialists. This study suggests that the distinction between sense-making and exploratory potential is a pertinent and parsimonious organising framework to understand holistically how online shopping environments are perceived and processed by consumers when they shop online.
LanguageEnglish
Pages878-894
Number of pages16
JournalInternational Journal of Retail and Distribution Management
Volume35
Issue number11
DOIs
Publication statusPublished - Jan 2007

Fingerprint

consumption behavior
holistic approach
information system
modeling
Consumer behaviour
Online shopping
Sensemaking
Web sites
test
shop

Keywords

  • consumer behaviour
  • internet shopping
  • retailing

Cite this

@article{392539158e4244c381211f440ad8a118,
title = "Conceptualising consumer behaviour in online shopping environment",
abstract = "This study adopts a holistic approach to consider how consumers perceive online shopping environments. The conceptual model proposes that consumers perceive these environments in terms of their sense-making potential and exploratory potential, and it considers the influence of these on user involvement with the website, shopping value and intention to revisit. A survey was administered to 301 respondents after they had shopped on a specific website for 8 minutes. Structural equation modelling was used to validate the measures developed and test the hypothesised model. Sense-making and exploratory potential are distinct constructs; exploratory potential mediates the relationship between sense-making potential and involvement. Furthermore, involvement is essential in producing shopping value and intention to revisit. The study highlights the importance of the exploratory potential of websites since sense-making is necessary but not sufficient to involve customers with the content of a site. It reveals that in spite of sensory limitations and consumers' possibly more instrumental orientation in online contexts, they are still very sensitive to the shopping experience for its own sake. Managerial implications: The two concepts of sense-making and exploratory potential and their ten dimensions provide marketers with their own, consumer-focused, language when discussing the aims of their website with information systems and design specialists. This study suggests that the distinction between sense-making and exploratory potential is a pertinent and parsimonious organising framework to understand holistically how online shopping environments are perceived and processed by consumers when they shop online.",
keywords = "consumer behaviour, internet shopping, retailing",
author = "C. Demangeot and A.J. Broderick",
year = "2007",
month = "1",
doi = "10.1108/09590550710828218",
language = "English",
volume = "35",
pages = "878--894",
journal = "International Journal of Retail and Distribution Management",
issn = "0959-0552",
publisher = "Emerald Publishing Limited",
number = "11",

}

Conceptualising consumer behaviour in online shopping environment. / Demangeot, C.; Broderick, A.J.

In: International Journal of Retail and Distribution Management, Vol. 35, No. 11, 01.2007, p. 878-894.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Conceptualising consumer behaviour in online shopping environment

AU - Demangeot, C.

AU - Broderick, A.J.

PY - 2007/1

Y1 - 2007/1

N2 - This study adopts a holistic approach to consider how consumers perceive online shopping environments. The conceptual model proposes that consumers perceive these environments in terms of their sense-making potential and exploratory potential, and it considers the influence of these on user involvement with the website, shopping value and intention to revisit. A survey was administered to 301 respondents after they had shopped on a specific website for 8 minutes. Structural equation modelling was used to validate the measures developed and test the hypothesised model. Sense-making and exploratory potential are distinct constructs; exploratory potential mediates the relationship between sense-making potential and involvement. Furthermore, involvement is essential in producing shopping value and intention to revisit. The study highlights the importance of the exploratory potential of websites since sense-making is necessary but not sufficient to involve customers with the content of a site. It reveals that in spite of sensory limitations and consumers' possibly more instrumental orientation in online contexts, they are still very sensitive to the shopping experience for its own sake. Managerial implications: The two concepts of sense-making and exploratory potential and their ten dimensions provide marketers with their own, consumer-focused, language when discussing the aims of their website with information systems and design specialists. This study suggests that the distinction between sense-making and exploratory potential is a pertinent and parsimonious organising framework to understand holistically how online shopping environments are perceived and processed by consumers when they shop online.

AB - This study adopts a holistic approach to consider how consumers perceive online shopping environments. The conceptual model proposes that consumers perceive these environments in terms of their sense-making potential and exploratory potential, and it considers the influence of these on user involvement with the website, shopping value and intention to revisit. A survey was administered to 301 respondents after they had shopped on a specific website for 8 minutes. Structural equation modelling was used to validate the measures developed and test the hypothesised model. Sense-making and exploratory potential are distinct constructs; exploratory potential mediates the relationship between sense-making potential and involvement. Furthermore, involvement is essential in producing shopping value and intention to revisit. The study highlights the importance of the exploratory potential of websites since sense-making is necessary but not sufficient to involve customers with the content of a site. It reveals that in spite of sensory limitations and consumers' possibly more instrumental orientation in online contexts, they are still very sensitive to the shopping experience for its own sake. Managerial implications: The two concepts of sense-making and exploratory potential and their ten dimensions provide marketers with their own, consumer-focused, language when discussing the aims of their website with information systems and design specialists. This study suggests that the distinction between sense-making and exploratory potential is a pertinent and parsimonious organising framework to understand holistically how online shopping environments are perceived and processed by consumers when they shop online.

KW - consumer behaviour

KW - internet shopping

KW - retailing

UR - http://www.emeraldinsight.com/journals.htm?issn=0959-0552&volume=35&issue=11&articleid=1631233&show=abstract

U2 - 10.1108/09590550710828218

DO - 10.1108/09590550710828218

M3 - Article

VL - 35

SP - 878

EP - 894

JO - International Journal of Retail and Distribution Management

T2 - International Journal of Retail and Distribution Management

JF - International Journal of Retail and Distribution Management

SN - 0959-0552

IS - 11

ER -