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A study of e‐retailing management: analysing the expectations and perceptions of Spanish consumers
Author(s) -
Fransi Eduard Cristóbal,
Viadiu Frederic Marimon
Publication year - 2007
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2007.00623.x
Subject(s) - purchasing , sample (material) , marketing , business , perception , service quality , quality (philosophy) , service (business) , advertising , psychology , philosophy , chemistry , epistemology , chromatography , neuroscience
This article analyses various elements that influence the purchasing behaviour of online consumers. These elements include the aesthetic aspects of a web site and the interactive processes that take place at the time of purchase. The study analyses the expectations and perceptions of a sample of Spanish online customers. On the basis of these attitudes, the sample of respondents is segmented. In addition, the main factors that determine online service satisfaction are identified. The segments of respondents are then positioned with respect to these identified factors in online service quality. The analysis thus allows differentiation of both customers and service quality. The paper concludes with recommendations for online retailers who wish to operate a successful ‘virtual’ retail outlet.