This research investigates ways to help shoppers evaluate physical products via the Internet. The primary research issue is, therefore, how to provide experience vicariously. The study was undertaken in three parts. First, an extensive range of Web sites belonging to Internet-based retailers was examined, together with literature on vicarious experience and Web page design. These helped to explore the question of ‘What components of Web-based representations of physical products might assist shoppers when trying to evaluate those products as part of a purchase decision?’ Online store systems that are representative of the main communication styles found in the Web survey were then evaluated in a series of laboratory-based experiments. This second part of the study makes a broad assessment of the impact of representative technologies on the product evaluation process. Finally, a smaller-scale, more targeted investigation was conducted, also using a laboratory-based experiment. This third part of the study assesses the impact of an individual’s evaluation style on the perceived success of representative technologies.

The number of people shopping on the Internet has grown rapidly in recent years and it has been suggested that the growth rate of Internet transactions now exceeds that of traditional retailing. Despite the significant growth in the use of the Internet for business transactions, there is evidence to suggest that many customers abandon web sites without completing their transactions. It is clearly important to understand why people buy from the Internet and also the way consumers examine websites. There had been limited research undertaken to investigate the relationships between the various antecedents and the willingness to buy in the Internet environment, especially within a single study. The main trust of this research is to examine the antecedents that influence the willingness to buy from the Internet and also how these antecedents influence one another. The antecedents included in this research were brand image (Dodds, Monroe & Grewal, 1991), perceived risk (Sweeney & Soutar, 2001), trust (Lynch & Beck, 2001), affect (Lynch & Beck, 2001), convenience (Szymanski & Hise, 2000), relative price (Sweeney, Soutar & Johnson, 1999), site reputation (Baker, Grewal & Parasuraman, 1994) and web design (Szymanski & Hise, 2000). Some of the antecedents were found to be unsuitable and they were dropped from the study. The empirical results from the final model suggest that perceived value is positively influenced by affect and brand image. Both brand image and affect also positively influence the trust of the website. Willingness to buy from the website is influenced by perceived value and trust of the website.

Universiẗat, Diss., 2006--Frankfurt (Main).

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Zugl.: Rostock, Universiẗat, Diss., 2008.