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dc.contributor.advisorActon, Thomas
dc.contributor.advisorConboy, Kieran
dc.contributor.authorSharkey, Ultan
dc.description.abstractThis 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.subjectOnline shoppingen_US
dc.subjectDecision behaviouren_US
dc.subjectDecision makingen_US
dc.subjectConsumer choiceen_US
dc.subjectDecision confidenceen_US
dc.subjectDecision efforten_US
dc.subjectDecision satisfactionen_US
dc.subjectBehavioural intentionen_US
dc.subjectIntention to purchaseen_US
dc.subjectIntention to returnen_US
dc.subjectIntention to useen_US
dc.subjectFlow experienceen_US
dc.subjectFlow theoryen_US
dc.subjectOptimal experienceen_US
dc.subjectPresentation modesen_US
dc.subjectProduct layouten_US
dc.subjectProduct record layouten_US
dc.subjectConsideration setsen_US
dc.subjectComparison toolsen_US
dc.subjectSorting toolsen_US
dc.subjectOnline shop interfaceen_US
dc.subjectThink aloud protocolen_US
dc.subjectOnline shopperen_US
dc.subjectOnline questionnaireen_US
dc.subjectLaboratory experimentationen_US
dc.subjectField experimentationen_US
dc.subjectCooperative evaluationen_US
dc.subjectBusiness Information Systemsen_US
dc.titleOnline Shop Presentation Modes for Consumer Decision Making and Flow Experiencesen_US
dc.local.noteThis 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

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