Exploring why people spend more time shopping online than in offline stores

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题名:	Exploring why people spend more time shopping online than in offline stores
作者:	Chiu, YP (Chiu, Yu-Ping) Lo, SK (Lo, Shao-Kang) Hsieh, AY (Hsieh, Ai-Yun) Hwang, Y (Hwang, Yujong)
贡献者:	國際貿易學系所
关键词:	INFORMATION SEARCH CONSUMER INFORMATION EXTERNAL SEARCH PRICE SENSITIVITY INTERNE EXPERIENCE BEHAVIOR QUALITY ENVIRONMENT SELECTION
日期:	2019-06
上传时间:	2019-06-18 11:26:08 (UTC+8)
摘要:	This study investigated reasons for differences in search effort between online and offline environments. To test hypotheses, an experimental method was used to imitate real search conditions in various situations (online: Pchome; offline: Tsann Kuen Co.). We selected two computer, communications, and consumer electronics products as the experimental product. Results indicated that the main reason is the difference in perceived search costs and price sensitivity in online versus offline situations. Understanding reasons for search motivation can help online sellers strategically manipulate these factors to reduce consumers' search effort, thus enhancing the efficiency of consumers' purchase decisions. These results provide future researchers with a direction for related studies to consider the effect of perceived search costs, price sensitivity, and search motivation on search behavior.
關聯:	Computers in Human Behavior卷 95, 頁 24 - 30 June 2019
显示于类别:	[國際貿易學系所] 期刊論文

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