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2022 | OriginalPaper | Chapter

Website-Centric Shopping Experience

Authors : Ladislava Míková, Lenka Suková

Published in: Achieving Business Competitiveness in a Digital Environment

Publisher: Springer International Publishing

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Abstract

The current marketing strategies revolve around a new form of marketing that is more human, less commercial, giving more importance to the customer by considering him above all as a partner and, more generally, interested in society. While the number of enterprises adopting these changes is increasing, we observe that e-commerce remains mainly based on a model far removed from the characteristics of this new marketing. In this chapter, we are therefore interested in evaluating the relevance of a merchant website to evolve its model towards the values of marketing 3.0. Based on the theories presented, we propose a conceptual framework for linking virtual commercial hospitality and purchasing behavior. We introduce five concepts: affective reactions, cognitive absorption, exploratory behaviors, approach-avoidance behaviors, and intention to buy. The research described in this chapter uses data from 498 respondents.

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Title: Website-Centric Shopping Experience
Authors: Ladislava Míková
Lenka Suková
Publisher: Springer International Publishing
Book: Achieving Business Competitiveness in a Digital Environment
Print ISBN: 978-3-030-93130-8

Electronic ISBN: 978-3-030-93131-5

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-030-93131-5_3

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