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Consumer behaviour in an online shopping environment (Spanish, Paperback)
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Consumer behaviour in an online shopping environment (Spanish, Paperback)
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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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