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Please use this identifier to cite or link to this item:
http://hdl.handle.net/2451/14284
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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: | Oct-1999 |
| Publisher: | Stern School of Business, New York University |
| Series/Report no.: | IS-99-10 |
| Abstract: | The explosion of business to consumer electronic commerce creates new
challenges for companies to design electronic systems and interactions
that retain customers and increase sales. This exploratory study
examines the impacts of select system design and other variables that
can influence customer intention to return and the number of unplanned
purchases made in an online store. 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 suggests
the need for the design of systems which increase the user's perceived
control to encourage repeat use of online stores |
| URI: | http://hdl.handle.net/2451/14284 |
| Appears in Collections: | IOMS: Information Systems Working Papers
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