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| Author: | Vrechopoulos, A.P. (et al.) |
| Title: | Virtual store layout: an experimental comparison in the context of grocery retail |
| Journal: | Journal of Retailing
2004 : VOL. 80:1, p. 13-22 |
| Index terms: | Retailing Grocery shops Electronic commerce Internet Computers Consumer behaviour |
| Freeterms: | e-commerce WWW |
| Language: | eng |
| Abstract: | Interface design and the interaction btw. customer and computer are factors critical to business effectiveness over the Web. A key aspect of conventional retailing (hereafter as: conv. ret.) is store layout (here as: s-l-out, for layout as: l-out & l-outs.), an analogous aspect in virtual retail (here: v-ret.) is virtual store (here as: v-store) layout. This paper reports on an experimental investigation into the use of three different l-outs in online grocery retailing: freeform, grid, and racetrack. These retailing l-out types were transformed into virtual l-outs for computer-mediated interfaces. Subjects in Greece and the U.K. participated in a laboratory experiment: they were given a planned shopping task with money to spend, performing the shopping through a v-store with l-out as the manipulated variable. The results show that l-out significantly affects online consumer behaviour, but that predictions generated from the literature of conv. ret. about differences in the outcome of l-outs do not generally hold in a virtual setting. Some of the findings can be explained by reference to research in Human Computer Interaction (HCI). |
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