Vital Interface Components’ Relative Importance in Online Shopping Tasks

Clyde A. Warden, Dungchun Tsai, Wann Yih Wu

研究成果: Chapter

摘要

Empirical exploration of how online consumers interpret and value the marketing communication embedded in shopping interface 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 interface components hinder or aid consumer perceptions of the online marketing message. This research investigates the relative importance of online shopping interface components for online consumer shopping tasks and the role they play within the context of the Elaboration Likelihood Model’s central and peripheral routes of persuasion. The components convenience, access to information, and trust were implemented in an online shopping task. Specific preferences of respondents for each component were found to differ depending on three market segments: time savers, information seekers, and general surfers. A descriptive model of Web-based marketing components is presented.

原文English
主出版物標題Developments in Marketing Science
主出版物子標題Proceedings of the Academy of Marketing Science
發行者Springer Nature
頁面189-194
頁數6
DOIs
出版狀態Published - 2015

出版系列

名字Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN(列印)2363-6165
ISSN(電子)2363-6173

All Science Journal Classification (ASJC) codes

  • 行銷
  • 策略與管理

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