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題名 The effects of the number of product subcategories on perceived variety and shopping experience in an online store
作者 Chang, Chingching
張卿卿
貢獻者 政大廣告系
關鍵詞 Categorization; Choice uncertainty; Online shopping; Perceived product variety; Processing goal
日期 2011-08
上傳時間 22-Feb-2013 15:24:06 (UTC+8)
摘要 This study tested whether organizing the same number of products in different ways on an online store`s website influences attitudes toward the store. The pilot study revealed that when the products were sorted into more subcategories (9 as opposed to 3), such that more subcategory options appeared in the selection menu, participants perceived that the website offered a greater variety of products and experienced greater ease of navigation and shopping pleasure, which improved their attitudes toward the online store. The next experiment tested the same effect but with three subcategory quantities (18, 9, and 3) while also considering the moderating effect of choice uncertainty (high versus low) in two processing contexts (buying versus browsing). The more subcategory options, the greater consumers` perceived variety. However, the influence of the number of subcategory options on ease of navigation, shopping pleasure, attitudes toward the store, and future purchase intentions indicated an inverted U-shaped pattern; moreover, the influence was significant only among participants with low rather than high choice uncertainty. This article concludes with implications for online marketing.
關聯 Journal of interactive marketing, 25(3), 159-168
資料類型 article
DOI http://dx.doi.org/http://dx.doi.org/10.1016/j.intmar.2011.04.001
dc.contributor 政大廣告系en
dc.creator (作者) Chang, Chingchingen
dc.creator (作者) 張卿卿zh_TW
dc.date (日期) 2011-08-
dc.date.accessioned 22-Feb-2013 15:24:06 (UTC+8)-
dc.date.available 22-Feb-2013 15:24:06 (UTC+8)-
dc.date.issued (上傳時間) 22-Feb-2013 15:24:06 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/56979-
dc.description.abstract (摘要) This study tested whether organizing the same number of products in different ways on an online store`s website influences attitudes toward the store. The pilot study revealed that when the products were sorted into more subcategories (9 as opposed to 3), such that more subcategory options appeared in the selection menu, participants perceived that the website offered a greater variety of products and experienced greater ease of navigation and shopping pleasure, which improved their attitudes toward the online store. The next experiment tested the same effect but with three subcategory quantities (18, 9, and 3) while also considering the moderating effect of choice uncertainty (high versus low) in two processing contexts (buying versus browsing). The more subcategory options, the greater consumers` perceived variety. However, the influence of the number of subcategory options on ease of navigation, shopping pleasure, attitudes toward the store, and future purchase intentions indicated an inverted U-shaped pattern; moreover, the influence was significant only among participants with low rather than high choice uncertainty. This article concludes with implications for online marketing.en
dc.format.extent 233691 bytes-
dc.format.mimetype application/pdf-
dc.language zh_TWen
dc.language.iso en_US-
dc.relation (關聯) Journal of interactive marketing, 25(3), 159-168en
dc.subject (關鍵詞) Categorization; Choice uncertainty; Online shopping; Perceived product variety; Processing goalen
dc.title (題名) The effects of the number of product subcategories on perceived variety and shopping experience in an online storeen
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1016/j.intmar.2011.04.001en_US
dc.doi.uri (DOI) http://dx.doi.org/http://dx.doi.org/10.1016/j.intmar.2011.04.001en_US