Virtual store atmosphere in internet retailing: Measuring virtual retail store layout effects on consumer buying behaviour

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The research presented in this dissertation is concerned with the effects of the "virtual store atmosphere" on consumer buying behaviour within the context of Internet retailing. More specifically, the focus of this research is to investigate whether the virtual store layout, as a major virtual store atmosphere determinant, affects consumer buying behaviour during shopping activity within a virtual grocery store over the Web. The present research is of a multidisciplinary nature and belongs to the field of Internet Retailing, in which there is not to date an exhaustive established theory available as the case is for conventional retailing. Therefore, the relevant literature covers the established theories in the areas of Marketing, Retailing and Consumer Behaviour along with current research in Internet retailing. Moreover, Human Computer Interaction (HCI) served as an important theoretical tool as far as Web site design principles and guidelines are concerned. The research hypotheses were mainly generated based on the conventional retail store layout literature review. They were tested through a laboratory experiment employing a causal research approach. To that end, a virtual retail laboratory store employing the three most common conventional retailing layouts (i.e., grid, freeform, and racetrack) was developed in three versions (i.e., one version per layout), following the concept and rules applied in each specific layout type. Therefore, the layout was the only manipulated variable (treatment), since all other potential influencing factors remained the same. The findings of the present study indicate that conventional retailing store layout theory is not applicable on its present form in the context of Internet retailing. Furthermore, the layout was found to affect consumer buying behaviour regarding "perceived usefulness towards searching for and buying shopping list products," "perceived ease of using the store," "perceived entertainment during shopping activity" and "time spent for shopping." However, it was found that the layout does not significantly affect "promotion effectiveness" and "impulse purchases." Based on the research findings, the "freegrid" layout (i.e., a new layout type) was introduced as an emerging layout for Internet retailing. The suggested layout contributes toward the Internet retailing theory development, as well as toward the provision of direct managerial implications. Finally, the present research provides several future research directions dealing with the virtual store atmosphere effects on consumer buying behaviour

Configuring convergence : southern African websites looking at American experience

I want the Web to win. Africa’s news sites on the Internet need to succeed and survive. They’re a small guarantee against global marginalisation, and a critical intersection across our continent’s domestic divides. But the outlook is not good. At a conference I went to in Berkeley in April 2001, a venture capitalist had this to say: "If I were to make a speech on when there’ll be investment in new media again, it would be a rather short topic." The alarming closures and retrenchments at news websites in the USA are sending scary signals to our fledgling efforts back here. Starting and growing media enterprises of any sort in African conditions has never been easy. Long starved of investment, our cyberpublishing now faces even greater pressures as old media – newspapers, radio and TV – try to make ends meet under mounting threats. Advertising is shrinking, local costs are rising and currency falls are fuelling the price of imported production factors. Consumers have less cash to spend. Governments are giving even greater problems in some cases. Will we still be here in the morning, and in what condition? This booklet suggests the way forward is for new media to converge with selected partners, old media and new

Institutional and Technological Change in Japan's Economy

Institutional and technological change is a highly topical subject. At the theoretical level, there is much debate in the field of institutional economics about the role of technological change in endogenous growth theory. At a practical policy level, arguments rage about how Japan and the Japanese economy should plan for the future. In this book, leading economists and economic historians of Japan examine a range of key issues concerning institutional and technological change in Japan, rigorously using discipline-based tools of analysis, and drawing important conclusions as to how the process of change in these areas actually works. In applying these ideas to Japan, the writers in this volume are focusing on an issue which is currently being much debated in the country itself, and are helping our understanding of the world’s second-largest economy

Development and evaluation of a methodology for developing websites

This research focuses on the development of a new methodology for creating effective websites, especially those used for marketing. It was found that existing methodologies were missing some key stages - user participation and “real interaction” (i.e. monitoring of user interaction with a prototype site). This has led to users being frustrated and lacking loyalty to the website. There is great potential for combining aspects of methodologies from different disciplines; however, these need to be integrated in a coherent way. To address these problems, a new integrated methodology was developed in this research. The new methodology was created from basic concepts derived from: lifecycle models; Information Systems development methodologies; methodologies with explicit human factors aspects; websites methodologies; marketing methodologies; and additional techniques such as task analysis and detailed website design and implementation. After studying the lifecycle model, the researcher identified four key principles, which were the foundation of the research: user participation; iteration; usability and “real interaction”. The way in which these four principles were incorporated in each methodology was evaluated in order to choose the strongest stages to utilize in the new combined methodology. After reviewing techniques for methodology integration, a new draft methodology was produced. To assess the new methodology, two research phases were used - interviews and a questionnaire. In the former phase, the researcher interviewed representatives from nine website development companies in Western Australia to discuss their current methodologies and compared these with the new methodology.Most of the industry participants were pleased with the structure of the new methodology, as most agreed that it incorporates the necessary requirements to develop a successful website. The interviews generated some recommendations for revisions to the methodology, which assisted the researcher to improve the new methodology. In the latter phase, an online questionnaire was completed by a total of website industry participant andInformation Systems Professionals, in order to assess the revised methodology. Results from the interviews and questionnaire supported the research hypothesis – i.e. that the new integrated methodology can provide a more effective way of developing websites, utilizing the four key principles. This thesis points to the need for further research, including the development of a website describing the new methodology. This website will incorporate a software tool to facilitate selection of particular stages, steps and techniques from theintegrated methodology to produce a tailored methodology for any specific project, thereby implementing the concept of “contingency”