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 Innovative genetic tests for children with developmental disorders and epilepsy
11.07.2018 | Christian-Albrechts-Universität zu Kiel

nachricht Oxygen loss in the coastal Baltic Sea is “unprecedentedly severe”
05.07.2018 | European Geosciences Union

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: First evidence on the source of extragalactic particles

For the first time ever, scientists have determined the cosmic origin of highest-energy neutrinos. A research group led by IceCube scientist Elisa Resconi, spokesperson of the Collaborative Research Center SFB1258 at the Technical University of Munich (TUM), provides an important piece of evidence that the particles detected by the IceCube neutrino telescope at the South Pole originate from a galaxy four billion light-years away from Earth.

To rule out other origins with certainty, the team led by neutrino physicist Elisa Resconi from the Technical University of Munich and multi-wavelength...

Im Focus: Magnetic vortices: Two independent magnetic skyrmion phases discovered in a single material

For the first time a team of researchers have discovered two different phases of magnetic skyrmions in a single material. Physicists of the Technical Universities of Munich and Dresden and the University of Cologne can now better study and understand the properties of these magnetic structures, which are important for both basic research and applications.

Whirlpools are an everyday experience in a bath tub: When the water is drained a circular vortex is formed. Typically, such whirls are rather stable. Similar...

Im Focus: Breaking the bond: To take part or not?

Physicists working with Roland Wester at the University of Innsbruck have investigated if and how chemical reactions can be influenced by targeted vibrational excitation of the reactants. They were able to demonstrate that excitation with a laser beam does not affect the efficiency of a chemical exchange reaction and that the excited molecular group acts only as a spectator in the reaction.

A frequently used reaction in organic chemistry is nucleophilic substitution. It plays, for example, an important role in in the synthesis of new chemical...

Im Focus: New 2D Spectroscopy Methods

Optical spectroscopy allows investigating the energy structure and dynamic properties of complex quantum systems. Researchers from the University of Würzburg present two new approaches of coherent two-dimensional spectroscopy.

"Put an excitation into the system and observe how it evolves." According to physicist Professor Tobias Brixner, this is the credo of optical spectroscopy....

Im Focus: Chemical reactions in the light of ultrashort X-ray pulses from free-electron lasers

Ultra-short, high-intensity X-ray flashes open the door to the foundations of chemical reactions. Free-electron lasers generate these kinds of pulses, but there is a catch: the pulses vary in duration and energy. An international research team has now presented a solution: Using a ring of 16 detectors and a circularly polarized laser beam, they can determine both factors with attosecond accuracy.

Free-electron lasers (FELs) generate extremely short and intense X-ray flashes. Researchers can use these flashes to resolve structures with diameters on the...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Leading experts in Diabetes, Metabolism and Biomedical Engineering discuss Precision Medicine

13.07.2018 | Event News

Conference on Laser Polishing – LaP: Fine Tuning for Surfaces

12.07.2018 | Event News

11th European Wood-based Panel Symposium 2018: Meeting point for the wood-based materials industry

03.07.2018 | Event News

 
Latest News

Microscopic trampoline may help create networks of quantum computers

17.07.2018 | Information Technology

In borophene, boundaries are no barrier

17.07.2018 | Materials Sciences

The role of Sodium for the Enhancement of Solar Cells

17.07.2018 | Power and Electrical Engineering

VideoLinks
Science & Research
Overview of more VideoLinks >>>