An e-shopper's search for uniqueness: tailor it to me : an assessment of online shopping perspectives on overall attitude towards interactive e-commerce web features
Drawing upon relevant studies conducted in the past on consumer attitudes about online shopping, the current study offers an empirical assessment of online shopping perspectives and its association with overall attitude towards interactive Web features on e-commerce Web sites. The current study analyzes quantitative data gathered from an online survey (n = 638). Factor analysis results indicate that there are multiple dimensions to online shopping values: Utilitarian,money-saving,hedonic: Experiential, and hedonic: Enjoy Browsing. When the online shopping perspectives are regressed onto whether the respondent enjoys shopping online, utilitarian, hedonic: Enjoy Browsing and frequency of online shopping are revealed as significant predictors. When the online shopping perspectives are regressed onto overall attitude towards interactive web features, hedonic: Experiential shopping perspective is revealed as the only significant predictor. The online survey also explores which interactive Web features (interactive catalog, virtual tour, virtual model, design a room, customize a food order, and online games) are more appealing to people. Survey results show that respondents seemed most interested in trying out interactive Web features that are both functional and recreational. Such findings imply that companies will benefit from incorporating interactive Web features that can better customize and personalize a customer's online shopping experience. By implementing interactive Web features, consumers are more engaged; the higher the level of engagement, the more potential for companies to increase target sales.
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