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Please use this identifier to cite or link to this item:
http://hdl.handle.net/2451/14281
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| Title: | Customer Retention and Unplanned Purchases on the Web |
| Authors: | Koufaris, Marios
Kambil, Ajit
LaBarbera, Priscilla Ann |
| Keywords: | Electronic commerce
consumer behavior
customer retention
unplanned purchases
web customers |
| Issue Date: | Aug-1999 |
| Publisher: | Stern School of Business, New York University |
| Series/Report no.: | IS-99-06 |
| Abstract: | With the explosion of business to consumer commerce on the web, many
companies are faced with new challenges in their efforts to retain
customers and increase sales. Our study explores some of the important
factors that increase customer intention to return and the number of
unplanned purchases made. We find that both the level of perceived
control and the shopping enjoyment experienced by new web customers can
increase their intention to return. However, repeat customers do not
seem to be influenced by either perceived control or shopping enjoyment
in terms of their intention to return. We also find that an engaging web
store design that utilizes value-added search mechanisms and presents a
positively challenging experience can increase the customers' perceived
control and enjoyment. Our results also indicate that product
involvement is less important to new customers as opposed to repeat
customers but the more often customers return to a web store the more
their shopping enjoyment is determined by their product involvement.
Finally, our study shows that neither perceived control nor shopping
enjoyment have any significant impact on the number of unplanned
purchases made by customers. Our results deepen our understanding of the
consumer online shopping experience and provide guidelines for the more
effective design and implementation of web-based stores. |
| URI: | http://hdl.handle.net/2451/14281 |
| Appears in Collections: | IOMS: Information Systems Working Papers
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