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Foresight for online shopping behavior: a study of attribution for 'what next syndrome'

机译：在线购物行为的前瞻性：“下一个综合症”的归因研究

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Purpose - The online shopping behavior is the outcome of the variety of attribution from product/service offering to internet experience. The present study attempts to develop a complete product/service offering by exploring and examining the different combinations of online shopping attributes to provide the customized experience. Therefore, this study aims to fill the gap of customer desired experience and present scenario in online shopping behavior. Design/methodology/approach - The exploration of attributes pertaining to online shopping behavior was done by seeking theoretical support from different technology adoption theories/models and the Delphi technique, exercised with active participants of online and offline shopping. The theoretical and experience shared attributes were devised and social desirability scale (SDS) was used for eliminating the social desirability bias. Further, the questionnaire was administered online and offline during mall intercept. The Conjoint analysis was used to investigate the relative importance and utilities of the attributes and its levels individually and compositely at different levels. Findings - In the context, brand loyalty, online reputation management and Web interactivity were found most relavant followed by e-WOM, perceived risk and price. The specific levels of attributes such as taking consumer advice, search engine optimization (SEO), perception-based interactivity, consumer message boards, product risk and discount pricing were the crucial in motivating the customers for online shopping. This research affords the avenue for the marketers to motivate and delight consumers to retribalize by the way of "e-tribalizing." Research limitations/implications - The current study was conducted in confined geographical locations and limited in sample size; thus, the issue of generalization may prevail, but forthcoming researchers may exercise the techniques with better probabilistic sampling technique. The mass customization of the website features by comparing attribute orientation of customers around websites was recommended with the third-party certification to reduce the consumers' perceived risk during online shopping. Finally, the different levels, such as Facebook fan page in ORM and Everyday Low Price (EDLP) in pricing may be considered for the future research work. Originality/value - The research studies on online shopping behavior with Web interactivity, e-WOM, perceived risk, brand loyalty, ORM and price using a decompositional technique are scant. This study persuades the customers to go for online shopping by putting them in the almost real-time purchasing scenario. The study confirmed the need of people to retribalize through e-tribalization by the way of customization for the masses in the context of online shopping.
机译：目的-在线购物行为是从产品/服务提供到互联网体验的各种归因的结果。本研究试图通过探索和检查在线购物属性的不同组合来提供定制的体验，从而开发出完整的产品/服务。因此，本研究旨在填补客户期望的体验和当前在线购物行为场景中的空白。设计/方法/方法-通过与不同的技术采用理论/模型和Delphi技术一起寻求理论支持来探索与在线购物行为有关的属性，并积极参与在线和离线购物。设计了理论和经验共享的属性，并使用社会需求量表（SDS）消除了社会需求偏差。此外，在商场拦截过程中在线和离线进行了问卷调查。联合分析用于调查属性及其级别在各个级别上的单独重要性和相对重要性和实用性。发现-在这种情况下，发现品牌忠诚度，在线声誉管理和Web交互最相关，其次是电子WOM，可感知的风险和价格。采取消费者建议，搜索引擎优化（SEO），基于感知的交互性，消费者留言板，产品风险和折扣价格等特定级别的属性对于激励客户进行在线购物至关重要。这项研究为营销人员提供了一种途径，以通过“电子部落化”的方式来激励和取悦消费者进行再部落化。研究的局限性/含义-目前的研究是在狭窄的地理位置进行的，样本数量有限。因此，泛化的问题可能会盛行，但是即将到来的研究人员可能会以更好的概率抽样技术来实践这些技术。建议通过将客户在网站周围的属性取向进行比较来对网站功能进行大规模定制，并与第三方认证相结合，以减少消费者在在线购物期间的感知风险。最后，在将来的研究工作中，可以考虑不同级别，例如ORM中的Facebook粉丝页面和定价中的每日低价（EDLP）。原创性/价值-很少使用分解技术对具有Web交互性，e-WOM，感知风险，品牌忠诚度，ORM和价格的在线购物行为进行研究。这项研究通过将客户置于几乎实时的购买场景中，说服他们去在线购物。该研究证实，人们需要在网上购物的背景下通过为群众量身定制的方式通过电子部落进行重新部落化。

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