دانلود رایگان مقاله انگلیسی اثرات طرح فروشگاه بر رفتار مصرف کننده در فروشگاه آنلاین سه بعدی - امرالد 2018

Abstract

Purpose – Positioned in the e-retailing field, this study aims to investigate the effect of the retail store’s atmosphere on consumer behavior in 3D online shopping environments, focusing on store layout as a critical influential factor. Design/methodology/approach – The research uses a mixed research method approach that includes two complementary studies. First, a three-round Delphi study with domain experts is used to develop a store layout classification scheme (Study 1), resulting in five distinct types of store layout. Subsequently, 3D online retail stores that use the five layouts are designed and developed. These serve as treatments of a laboratory experimental design, which is used to assess layout impact on a number of attitudinal and behavioral variables (Study 2). Findings – Five distinct types of store layout have been identified in Study 1, and their distinctive features are presented. The findings of Study 2 indicate that online shopping enjoyment, entertainment and ease of navigation are influenced by the store layout types of 3D online environments. Specifically, the “avant-garde” layout type facilitates the ease of navigation of customers in the store and provides a superior online customer experience. The “warehouse”’ adopts long aisles for the display of products, which simplifies the comparison of products, whereas the “boutique” layout was found to be the best in terms of shopping enjoyment and entertainment. The “department” layout shares many common characteristics with traditional department stores, providing an entertaining and enjoyable store, whereas the “pragmatic” layout emphasizes low system requirements. Practical implications – The paper presents characteristics that make store layouts effective for different aspects of online customers’ experience and identifies opportunities that 3D online store designers and retailers can explore for the provision of enhanced, customized services to online customers. Originality/value – This paper examines recent technological developments in store design and visual merchandising. It identifies five layout types of 3D online stores, which are different from those of brick–and– mortar and 2D online stores, and investigates their impact on consumer behavior. Further, the paper examines how each layout type influences online shopping enjoyment, entertainment, ease of navigation, online customer experience and, in turn, purchase and word-of-mouth intentions. Finally, the paper examines the moderating role of telepresence. Individuals with high sense of telepresence conceive 3D environments as “real” and are more concerned about the attributes that trigger the sense of enjoyment they experience while browsing.

Discussion

The objective of this study was two-fold: establish a classification of store layout types in 3D online environments and investigate the impact of the alternative layouts on customers’ attitudes and behavior.

The findings of the Delphi method led to the identification of five distinct layout types with distinguishing characteristics. The value of the adopted research approach lies in the identification of layout types in the 3D context, which were shown to differ from those of the traditional and 2D online classification schemes. This classification scheme constitutes a suitable theoretical vehicle that lays the foundations for investigating whether and how store layout affects consumer behavior in this emerging retailing landscape.

The classification scheme was used to investigate whether and how each attribute or characteristic of each layout type influences consumer behavior. Similarly, and in line with research conducted in traditional and 2D online environments, through a laboratory research design, this study examined how each layout type influences online shopping enjoyment, entertainment, ease of navigation, online customer experience and, in turn, purchase and word-of-mouth intentions. The study also examined the moderating role of telepresence.

Online shopping enjoyment, entertainment and ease of navigation were shown to be influenced by the store layout types of 3D online environments. Conversely, online customer experience was not influenced by the store layouts. Online shopping enjoyment in terms of store layout evaluation was shown to have a predicting power on online purchase intentions, whereas online customer experience, ease of navigation and online shopping enjoyment were shown to have a predicting power on word-of-mouth intentions. Finally, telepresence moderates the degree of store layout influence on customers’ online shopping enjoyment.