The role of exploration in creating online shopping value

Catherine Demangeot, Amanda J. Broderick

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)473-481
Number of pages8
JournalAdvances in Consumer Research
Publication statusPublished - 2009


  • online retailing
  • online environments
  • online marketing
  • consumer behaviour
  • exploration


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