Consumers' perceptions of e‐shopping characteristics: an expectancy‐value approach

TLDR

More consumers are shopping online, yet many e‑tailers fail, and prior research on online shopping attributes has limitations. The study aims to identify the evaluative criteria consumers use to select e‑tailers. The authors conducted a literature review, qualitative interviews, and quantitative surveys to uncover the dimensions that drive e‑store choice. Regression analysis revealed that merchandise and interactivity attributes predict consumers' attitudes toward online shopping, offering implications for managers and future research.

Abstract

An increasing number of consumers are turning to the Internet to make their purchases. Yet, many e‐tailers are going out of business or retrenching. If e‐tailers hope to attract and retain satisfied online shoppers, they need to know what evaluative criteria consumers use when selecting an e‐tailer. Past research has provided some insight into what characteristics shoppers assess in cyberspace outlets. The extant work, though, has not been without its limitations. Consequently, the present study utilizes a literature review, qualitative research, and quantitative research to identify the underlying e‐store choice dimensions of shoppers. In addition, results of multiple regression analysis show that merchandise and interactivity Web attributes are predictors of consumers' attitude toward online shopping. Implications for e‐store managers and future research are also provided.