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Effects of web experience factors on virtual retail purchase preferences

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dc.creator Lorenzo, Carlota
dc.creator Constantinides, Efthymios
dc.creator Gómez-Borja, Miguel Angel 2010-01-19T12:51:47Z 2010-01-19T12:51:47Z 2009-05 2018-06-25T18:05:59Z 2018-06-25T18:05:59Z
dc.identifier Lorenzo, C, Constantinides, E & Gómez-Borja, MÁ. 2009, 'Effects of web experience factors on virtual retail purchase preferences', International Retail and Marketing Review, vol. 5, no. 1, pp. 1 - 15.
dc.description Journal article
dc.description This article examines the effects of different elements of the Web Experience (WE) on the buying behaviour of virtual consumers, specifically on the choice of the online retail vendor. The purpose of the study is to empirically test the theoretical findings as to the main parameters of the online customer experience and measure their relative importance and role as inputs in the customer’s decision-making process. The study was conducted by means of an online consumer survey in a realistic virtual shopping environment. The results of the study show that out of the five web experience components analyzed, four (the usability, trust building, marketing mix and aesthetics) have a positive and significant effect on the choice of e-vendor while the fifth one (interactivity) does not seem to positively influence the choice of an online vendor. Furthermore the study examines the effect of two behavioural variables (experience and motivation) on the choice of online -vendors. This topic could expand the scope of academic research on the issue of online marketing and at the same time provide online marketers with new insights and tools for building a commercially successful online presence.
dc.language en
dc.publisher International Retail and Marketing Review
dc.subject Web Experience
dc.subject Virtual Buying Behaviour
dc.subject Online Marketing Tools
dc.subject Experience
dc.subject Motivation
dc.subject Online Marketing Strategy
dc.title Effects of web experience factors on virtual retail purchase preferences
dc.type Article

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