The Effects of Shopping Goal Concreteness on Shoppers’ Behavior and Inspiration in Online Retailing
We reveal that shoppers with concrete (vs. abstract) shopping goals focus less on product displays, but more on user recommendations in e-retailing. Attention paid to navigation elements and product displays correlated negatively with shoppers’ inspiration, whereas attention to user recommendations and low shopping goal concreteness had positive effects on inspiration.
Citation:
Thomas Rudolph and Tim Böttger (2013) ,"The Effects of Shopping Goal Concreteness on Shoppers’ Behavior and Inspiration in Online Retailing", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 342-342.
Authors
Thomas Rudolph, University of St. Gallen, Switzerland
Tim Böttger, University of St. Gallen, Switzerland
Volume
E - European Advances in Consumer Research Volume 10 | 2013
Share Proceeding
Featured papers
See MoreFeatured
Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust
Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA
Featured
Walking the Thin Edge: The Dark Side of Brand Communities and Collecting
Emily Chung, RMIT University
Marcia Christina Ferreira, Brunel University
daiane scaraboto, Pontificia Universidad Católica de Chile
Featured
B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust
Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA