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



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