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The Role of Exploration in Creating Online Shopping Value

Demangeot, C.; Broderick, A.J.

Authors

C. Demangeot

A.J. Broderick



Abstract

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.

Citation

Demangeot, C., & Broderick, A. (2009). The Role of Exploration in Creating Online Shopping Value. Advances in consumer research, 36, 473-481

Journal Article Type Article
Publication Date Jan 1, 2009
Deposit Date Oct 12, 2009
Journal Advances in consumer research.
Print ISSN 0098-9258
Publisher Association for Consumer Research
Peer Reviewed Peer Reviewed
Volume 36
Pages 473-481
Publisher URL http://www.acrwebsite.org/volumes/display.asp?id=14412

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