Dahlia El-Manstrly , Dennis Herhausen , Abhijit Guha , Markus Blut , Dhruv Grewal
{"title":"在线零售商应该强调效率还是体验?对网站属性演变和异质性的初步认识","authors":"Dahlia El-Manstrly , Dennis Herhausen , Abhijit Guha , Markus Blut , Dhruv Grewal","doi":"10.1016/j.jretai.2024.03.002","DOIUrl":null,"url":null,"abstract":"<div><p>Anecdotal evidence indicates a notable shift in online consumer expectations, emphasizing a desire for an enjoyable online shopping experience, beyond convenience and efficiency. This insight thus prompts key questions: Should retailers emphasize efficiency-related or experience-related website attributes, and in which contexts might one priority be superior to the other for encouraging consumer loyalty? The present study provides initial insights into the evolution of the effectiveness of different website attributes and heterogeneity in their effects. Using a rich data set, spanning vastly different contexts and time periods, the authors detect new, evolving patterns by which different website attributes relate to customer loyalty. Experience-related attributes have become more important than efficiency-related attributes in recent years, with some noteworthy contingencies, such that they are especially impactful for services (vs. products) and in cultures with long-term (vs. short-term), high (vs. low) self-indulgence, and high (vs. low) masculinity orientations. The increasing importance of experience-related attributes is driven by cultures with a low (vs. high) uncertainty avoidance. These insights in turn offer practical implications for retailers navigating the challenges associated with designing their websites to drive customer loyalty.</p></div>","PeriodicalId":48402,"journal":{"name":"Journal of Retailing","volume":"100 2","pages":"Pages 274-292"},"PeriodicalIF":8.0000,"publicationDate":"2024-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0022435924000150/pdfft?md5=f54666d46263e8f1fedd0a11bf781c85&pid=1-s2.0-S0022435924000150-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Should online retailers emphasize efficiency or experience? First insights on the evolution and heterogeneity of website attributes\",\"authors\":\"Dahlia El-Manstrly , Dennis Herhausen , Abhijit Guha , Markus Blut , Dhruv Grewal\",\"doi\":\"10.1016/j.jretai.2024.03.002\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>Anecdotal evidence indicates a notable shift in online consumer expectations, emphasizing a desire for an enjoyable online shopping experience, beyond convenience and efficiency. This insight thus prompts key questions: Should retailers emphasize efficiency-related or experience-related website attributes, and in which contexts might one priority be superior to the other for encouraging consumer loyalty? The present study provides initial insights into the evolution of the effectiveness of different website attributes and heterogeneity in their effects. Using a rich data set, spanning vastly different contexts and time periods, the authors detect new, evolving patterns by which different website attributes relate to customer loyalty. Experience-related attributes have become more important than efficiency-related attributes in recent years, with some noteworthy contingencies, such that they are especially impactful for services (vs. products) and in cultures with long-term (vs. short-term), high (vs. low) self-indulgence, and high (vs. low) masculinity orientations. The increasing importance of experience-related attributes is driven by cultures with a low (vs. high) uncertainty avoidance. 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Should online retailers emphasize efficiency or experience? First insights on the evolution and heterogeneity of website attributes
Anecdotal evidence indicates a notable shift in online consumer expectations, emphasizing a desire for an enjoyable online shopping experience, beyond convenience and efficiency. This insight thus prompts key questions: Should retailers emphasize efficiency-related or experience-related website attributes, and in which contexts might one priority be superior to the other for encouraging consumer loyalty? The present study provides initial insights into the evolution of the effectiveness of different website attributes and heterogeneity in their effects. Using a rich data set, spanning vastly different contexts and time periods, the authors detect new, evolving patterns by which different website attributes relate to customer loyalty. Experience-related attributes have become more important than efficiency-related attributes in recent years, with some noteworthy contingencies, such that they are especially impactful for services (vs. products) and in cultures with long-term (vs. short-term), high (vs. low) self-indulgence, and high (vs. low) masculinity orientations. The increasing importance of experience-related attributes is driven by cultures with a low (vs. high) uncertainty avoidance. These insights in turn offer practical implications for retailers navigating the challenges associated with designing their websites to drive customer loyalty.
期刊介绍:
The focus of The Journal of Retailing is to advance knowledge and its practical application in the field of retailing. This includes various aspects such as retail management, evolution, and current theories. The journal covers both products and services in retail, supply chains and distribution channels that serve retailers, relationships between retailers and supply chain members, and direct marketing as well as emerging electronic markets for households. Articles published in the journal may take an economic or behavioral approach, but all are based on rigorous analysis and a deep understanding of relevant theories and existing literature. Empirical research follows the scientific method, employing modern sampling procedures and statistical analysis.