2014 | OriginalPaper | Buchkapitel
Differentiation in Online Retailing from a Consumer’s Perspective – A Repertory Grid Approach
verfasst von : Julian Kellner, Dipl.-Kfm., Gerhard Wagner, Dipl.-Kfm., Assoc. Prof. Dr. Stephan Zielke, Prof. Dr. Waldemar Toporowski
Erschienen in: European Retail Research
Verlag: Springer Fachmedien Wiesbaden
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
Due to the highly competitive nature of the online retail environment, differentiation strategies are import for online retailers to gain competitive advantages and achieve a unique positioning on the market. However, little is known about perceptual dimensions used by consumers to make a distinction between online retailers. The present study addresses this research gap by using a repertory grid approach to identify points of difference between online retailers from a consumer’s perspective. The results have important implications for positioning strategies of online retailers and research on online store formats.