The investigation on dimensions of e-satisfaction for online shoes retailing
- Authors
- Endo, Seiji; Yang, Jun; Park, Jung Kun
- Issue Date
- Mar-2012
- Publisher
- Pergamon Press Ltd.
- Keywords
- E-tailing; EWOM; Experience attribute dominated products; Satisfaction
- Citation
- Journal of Retailing and Consumer Services, v.19, no.4, pp.398 - 405
- Indexed
- SCOPUS
- Journal Title
- Journal of Retailing and Consumer Services
- Volume
- 19
- Number
- 4
- Start Page
- 398
- End Page
- 405
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/166035
- DOI
- 10.1016/j.jretconser.2012.03.011
- ISSN
- 0969-6989
- Abstract
- Purpose-Online retailing has become a standard component in companies' multi-channel structure. This trend also involves an increasing number of experience attribute dominated products, which traditionally rely on brick-and-mortar retailers. These manufacturers have started to open their own online retail stores. This study identifies the key determinants of e-satisfaction at different stages of shoes online shopping process.Design/methodology/approach-We collect consumers' reviews about their online shopping experiences from online review websites. We use both qualitative and quantitative approaches to analyze the dataset, and investigate the complete process of consumers' e-tailing experiences.Findings-this research identifies the two key factors driving e-satisfaction of purchasing experience attribute dominated products online: product selection and customer service. In particular, our findings show that product selection is critical for e-satisfaction in the pre-purchase stage, and that customer service is more important in the post-purchase stage. Lastly, the study finds that manufacturers' websites often receive more negative reviews because of their poor service recovery strategies in the post-purchase period.Research limitations/implications-This study emphasizes the importance of adopting a dynamic approach by considering various stages of the consumer's online shopping experience. This study focuses on one specific experience good; the shoe industry.Practical implications-The results of this study are invaluable to firms interested in providing experience attribute dominated products online. Our findings indicate that product selection and especially post-purchase service are critical for a successful e-tailing.Originality/value-This paper emphasizes the importance of taking a dynamic view to investigate consumer's e-tailing experience. We adopt both qualitative and quantitative approaches in our study.
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