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Consumer behaviour in an online shopping environment
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219 b
30 dní na vrácení zboží
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The overall goal of this book is focused on the §analysis of the impact of online store design on §consumer specifically, affective, cognitive and §behavioural responses within a virtual environment.§Based on these theoretical foundations, through the §creation of a web tool as a methodological basis for §the development of the empirical analysis of this §research, an experimental study between subjects §2x2x2 was developed in order to discuss the impact §of three web elements of online environment §(navigational structure, music and animations of §products) on consumer internal states (cognitive, §affective and satisfaction) and behavioural §responses (approach responses, web-duration visit, §products and money-bought). In addition, we examined §the mediator effect of three covariables §(involvement, atmospheric responsiveness, and §perceived risk) between analyzed webmospheric tools §and consumer responses.As overall results, positive §and significant differences between the groups §object of experimentation were obtained with regard §to the effects of independent variables mentioned on §dependent variables of the model.
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