Advising Customers on Products in Navigating Online Shops - An Empirical Analysis
نویسندگان
چکیده
Most online shops do not provide advisory services that take advantage of expert product knowledge. Therefore, consumers may spend a higher search effort than necessary to find products that serve their needs. This study investigates to what extent an ontology-based, “advisory” navigation menu can decrease a consumers’ search effort. For this purpose, we conducted a laboratory experiment with 159 participants to assess the impact of an ontology-based navigation menu on participants’ information behavior in an online shop. Our log file-based comparison with a conventional navigation menu showed a significant decrease of search effort for the advisory navigation menu. Comparison criteria include the number of product result pages viewed, the number of detail pages viewed, and the amount of filters used in a session. Implications of this research concern the development of online shop interfaces that use ontology-based product catalogues and therefore support consumers in their information search.
منابع مشابه
Detection of relevant amounts of cow’s milk protein in non-pre-packed bakery products sold as cow’s milk free
BACKGROUND Currently, there is no mandatory labelling of allergens for non-pre-packed foods in the EU. Therefore, consumers with food allergy rely on voluntary information provided by the staff. The aim of this study was to characterize allergic reactions to non-pre-packed foods and to investigate whether staff in bakery shops were able to give advice regarding a safe product choice. METHODS ...
متن کاملOn the Relationship between Interactive Decision Aids and Decision Strategies: A Theoretical Analysis
The amount of Internet sales has been growing at a high and constant rate over the last years. Many customers use Internet shops on a regular basis. Internet shops ensure a high transparency on product properties (including prices) and customers are able to easily compare a large number of products (options) and choose the one that best fits their expectations. During the decision process, cust...
متن کاملOnline Consumer Decision Support Multimedia-based Interactive Advising Technology For
93 Multimedia technologies (such as Flash and QuickTime) have been widely used in online product presentation and promotion to portray products in a dynamic way. The continuous visual stimuli and associated sound effects provide vivid and interesting product presentations; hence, they engage online customers in examining products. Meanwhile, recent research has indicated that online shoppers wa...
متن کاملPricing and promotion strategies of an online shop based on customer segmentation and multiple objective decision making
The advent of the Internet and web technologies has enabled the prosperity of virtual stores, which greatly reduce customers’ search costs and retailers’ overhead. However, the furious competition between online shops makes it difficult for them to generate profits. This study attempts to establish pricing and promotion strategies for online shops to enhance their profitability. The pricing dec...
متن کاملA Developed Model for Purchase Intention of Foreign Food Products: An Empirical Study in the Iranian Context
The aim of this study is to develop a conceptual model for purchase intention of foreign food products in the Iranian context. Based on an in-depth review of past literature, the sub-factors related to customer’s purchase intention were extracted. Then, exploratory factor analysis and confirmatory factor analysis were applied to identify and confirm the factors affecting purchase intention of f...
متن کامل