Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

K-State marketing professor studies online shopping experience

09.03.2006


With the popularity of Web-based retailers, knowing online buying behavior may be the difference between success and failure for Web marketers, according to Swinder Janda, an associate professor of marketing at Kansas State University.



Internet use has grown tremendously over the last few years -- about 95 million Americans have online access -- and current trends indicate a steady increase in consumers’ willingness to make online purchases, Janda said.

Janda, an expert in online buying behavior and customer satisfaction, recently explored the relationship between product and consumer characteristics and their affect on the online shopping experience and customer satisfaction.


"This research is important because online marketing has been growing fast," Janda said. "E-commerce spending in the U.S. was estimated at $165 billion in 2005. More people have online access at home and more people are making online purchases. It’s not just airline tickets anymore; it’s clothes and shoes and other personal items. Consumers increasingly desire specific and convenient product-related information when shopping online."

Janda found that a Web site’s ability to enhance Web shoppers’ satisfaction is affected by several product and consumer characteristics. A superior Web experience will enhance customer satisfaction when the customer has no previous experience with the purchased brand; he/she is purchasing high-priced products; and if his/her attitudes toward online shopping are positive, Janda found. In addition, female consumers cared more for a superior Web experience compared to males, he said.

"I found, on average, that female shoppers are more satisfied with online purchases if they feel the Web site is convenient and organized," Janda said. "These aspects have a much bigger effect on the satisfaction of female consumers compared to that of male consumers. This is because research shows that there are differences in the way males and females process information."

Janda said males are generally more task oriented; they know what they want and then find it. Females know what they want, but when they find it, they compare it with other options because they are more interested in the shopping experience, he said.

His research also concluded that a superior online experience is dependent on Web site characteristics such as allowing consumers to view multiple product pictures, rotate product images and allow other ways for the customer to feel the ambience of a physical store environment.

Janda said his research provides insights to Web marketers interested in formulating effective online marketing strategies. His study suggests that Web marketers might need to consider various types of Web site interfaces, depending on the type of customers frequenting the site and the price level of featured products.

For his study, Janda surveyed 177 sample respondents for data collection. A wide variety of people were represented in terms of common demographic characteristics, he said. The average age of respondents was 32, but ages ranged between 19 and 66. Fifty-nine percent of respondents were male and 41 percent were female. On average, sample respondents had been using the Internet for about six years and reported making six online purchases during the most recent six months.

Janda presented the first version of this study in 2003 at the American Marketing Association conference in Chicago, Ill. The major findings of this research were recently published in the Journal of Internet Commerce.

Swinder Janda | EurekAlert!
Further information:
http://www.k-state.edu

More articles from Studies and Analyses:

nachricht WAKE-UP provides new treatment option for stroke patients | International study led by UKE
17.05.2018 | Universitätsklinikum Hamburg-Eppendorf

nachricht First form of therapy for childhood dementia CLN2 developed
25.04.2018 | Universitätsklinikum Hamburg-Eppendorf

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Explanation for puzzling quantum oscillations has been found

So-called quantum many-body scars allow quantum systems to stay out of equilibrium much longer, explaining experiment | Study published in Nature Physics

Recently, researchers from Harvard and MIT succeeded in trapping a record 53 atoms and individually controlling their quantum state, realizing what is called a...

Im Focus: Dozens of binaries from Milky Way's globular clusters could be detectable by LISA

Next-generation gravitational wave detector in space will complement LIGO on Earth

The historic first detection of gravitational waves from colliding black holes far outside our galaxy opened a new window to understanding the universe. A...

Im Focus: Entangled atoms shine in unison

A team led by Austrian experimental physicist Rainer Blatt has succeeded in characterizing the quantum entanglement of two spatially separated atoms by observing their light emission. This fundamental demonstration could lead to the development of highly sensitive optical gradiometers for the precise measurement of the gravitational field or the earth's magnetic field.

The age of quantum technology has long been heralded. Decades of research into the quantum world have led to the development of methods that make it possible...

Im Focus: Computer-Designed Customized Regenerative Heart Valves

Cardiovascular tissue engineering aims to treat heart disease with prostheses that grow and regenerate. Now, researchers from the University of Zurich, the Technical University Eindhoven and the Charité Berlin have successfully implanted regenerative heart valves, designed with the aid of computer simulations, into sheep for the first time.

Producing living tissue or organs based on human cells is one of the main research fields in regenerative medicine. Tissue engineering, which involves growing...

Im Focus: Light-induced superconductivity under high pressure

A team of scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg investigated optically-induced superconductivity in the alkali-doped fulleride K3C60under high external pressures. This study allowed, on one hand, to uniquely assess the nature of the transient state as a superconducting phase. In addition, it unveiled the possibility to induce superconductivity in K3C60 at temperatures far above the -170 degrees Celsius hypothesized previously, and rather all the way to room temperature. The paper by Cantaluppi et al has been published in Nature Physics.

Unlike ordinary metals, superconductors have the unique capability of transporting electrical currents without any loss. Nowadays, their technological...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Save the date: Forum European Neuroscience – 07-11 July 2018 in Berlin, Germany

02.05.2018 | Event News

Invitation to the upcoming "Current Topics in Bioinformatics: Big Data in Genomics and Medicine"

13.04.2018 | Event News

Unique scope of UV LED technologies and applications presented in Berlin: ICULTA-2018

12.04.2018 | Event News

 
Latest News

Supersonic waves may help electronics beat the heat

18.05.2018 | Power and Electrical Engineering

Keeping a Close Eye on Ice Loss

18.05.2018 | Information Technology

CrowdWater: An App for Flood Research

18.05.2018 | Information Technology

VideoLinks
Science & Research
Overview of more VideoLinks >>>