Jonathan KadetMultimedia & the World Wide WebSpring 2013 |
Home / Executive Summary / Introduction / Background / Hypothesis / Questions / Method / Limitations / References / Results / External Data / Discussion / Conclusion |
| In "Shelf Sequence and Proximity Effects on Online Grocery Choices" Els Breugelmans, Katia Campo and Els Gijsbrechts mention that the display, arrangement, and organization of the online interface can persuade or dissuade shoppers from purchasing items. Additionally, the order and position relative to other products can affect their purchasing behavior as well. Limited eye movements and simple scrolling is the most successful for users. (Breugelmans, Campo & Gijsbrechts, p. 118, 2007). Degeratu et al. (2000) and Andrews and Currim (2000) compared online and offline shopping behavior. They found that brand name is more important online than in the actual stores. Brand loyalty seems lower for online shopping than in the actual stores as well. These may be due to the fact that online sites typically have less brands to choose from. Additionally, it may be because buying items in person allows the consumer to feel the item and observe its quality. Regarding online goods, the consumers have to infer the quality and experience the good only if they buy it (Dahaner, Wilson & Davis, p. 462, 2003). Ganesh Iyer and Amit Pazgal in "Internet Shopping Agents: Virtual Co-Location and Competition" says the difference in retailer size affects online shopping behavior. Sometimes people become loyal because of a company's success and popularity across retailers. CDNow is more successful than Muzicdepot.com because of its marketing strategies (Iyer & Pazgal). |