ARAN - Access to Research at NUI Galway

Online Shop Presentation Modes for Consumer Decision Making and Flow Experiences

ARAN - Access to Research at NUI Galway

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dc.contributor.advisor Acton, Thomas
dc.contributor.advisor Conboy, Kieran
dc.contributor.author Sharkey, Ultan
dc.date.accessioned 2011-10-19T10:20:06Z
dc.date.available 2011-10-19T10:20:06Z
dc.date.issued 2011-08-29
dc.identifier.uri http://hdl.handle.net/10379/2236
dc.description.abstract This research investigates the influence of product record presentation modes on the process and outcomes of online shopping. Experiments investigated eight combinations of product presentation modes by partnering with an online retailer to access a sample of online shoppers. In terms of the shopping process, the study examines the effects of presentation modes on shopper decision making and experience of flow in online shopping. In terms of outcomes, the influence of presentation modes and shopper processes on decision confidence, satisfaction and effort are investigated in addition to influence on shopper intention to return and intention to purchase. The study contributes novel instruments for assessing shopper decision making processes and shopper experience of flow. The study also delineates the suitability of presentation mode conditions to support online shopping processes and outcomes. The growth of online shopping brings with it cognitive challenges for consumers attempting to assess vast numbers of options in purchase decisions. Further, there is little guidance for vendors in terms of presenting large numbers of product options to aid consumer decision processing and experiences. This study provides guidelines to vendors both in terms of supporting consumer shopping processes and in terms of consumer intention to return and purchase from the online shop. Results indicate that optimising the consumer experience during their shopping trip may be of greater importance for vendors than supporting better decision behaviours. The findings relating to online shopper flow experience are more substantial than those relating to consumer decision behaviour, though both hold significance. Flow experience showed significant influence for consumer decision confidence, satisfaction and effort as well as intentions to return and purchase. Ultimately, the study shows that optimising online shopping experience through the careful design of presentation modes may be a fruitful avenue for research and for online vendors. en_US
dc.subject Online shopping en_US
dc.subject E-shopping en_US
dc.subject Decision behaviour en_US
dc.subject Decision making en_US
dc.subject Consumer choice en_US
dc.subject Decision confidence en_US
dc.subject Decision effort en_US
dc.subject Decision satisfaction en_US
dc.subject Behavioural intention en_US
dc.subject Intention to purchase en_US
dc.subject Intention to return en_US
dc.subject Intention to use en_US
dc.subject Loyalty en_US
dc.subject Flow experience en_US
dc.subject Flow theory en_US
dc.subject Optimal experience en_US
dc.subject Presentation modes en_US
dc.subject Product layout en_US
dc.subject Product record layout en_US
dc.subject Consideration sets en_US
dc.subject Comparison tools en_US
dc.subject Sorting tools en_US
dc.subject Online shop interface en_US
dc.subject Think aloud protocol en_US
dc.subject TAP en_US
dc.subject Online shopper en_US
dc.subject Online questionnaire en_US
dc.subject Laboratory experimentation en_US
dc.subject Field experimentation en_US
dc.subject Cooperative evaluation en_US
dc.subject Business Information Systems en_US
dc.title Online Shop Presentation Modes for Consumer Decision Making and Flow Experiences en_US
dc.type Thesis en_US
dc.contributor.funder PRTLI4 en_US
dc.local.note This research investigates the influence of product record presentation modes on the process and outcomes of online shopping. Combinations of product presentation modes were investigated by partnering with an online retailer. Specifically, the study examines presentation mode influence on shopper decision making processes and experience of flow in online shopping. en_US
dc.local.final Yes en_US

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