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| Lowengart, O. and Tractinsky, N. (2001) Differential Effect of Product Category on Shoppers Selection of Web-based Store: Probablistic Modelling Approach, Journal of Electronic Commerce Research , 2(4): 12-26. |
Abstract This study analyzes the probability of buying products from a particular online store given a set of alternative vendors. We use a multinomial logit choice model to analyze experimental data of consumer choice in two product categories - books and computers, each of which represents goods that differ along the risk dimension. Books represent search- quality, cheaper products, while computers represent experience- quality, more expensive products. Our modeling approach enabled us to capture the competitive environment of Internet shopping and at the same time obtain diagnostic information about the salient factors in the choice process. The results indicate the existence of differences in terms of the dimensions considered by consumers when buying high- vs. low- risk goods. Most notably, we found that when purchasing computers online, aspects of uncertainty and risk were more salient than when purchasing books online. We discuss the implications of these findings and areas for future research. Paper ... |
| Tractinsky, N. and Lowengart, O. (2003) E-Retailers Competitive Intensity: A Positioning Mapping Analysis, Journal of Targeting, Measurement & Analysis , 12(2), 114-136. |
Abstract The recent downturn of the Internet economy has made it clear that e-retailers need to become more competitive if they are to survive. One way for retailers to gauge their competitiveness is by considering their position on various key perceptual dimensions of the retail environment. This study suggests the use of two analytical tools -- perceptual maps and gap analysis –to help managers improve their ability to gauge and improve their competitive position. In this study we use data from a previous study to demonstrate the use of the two tools in two different competitive environments. We show how the tools can be used to reveal similarities and differences between e-retailers, to identify the ideal combinations of important perceptual factors in the context of the retail domain of these stores, to locate the e-retailer’s position relative to the ideal combination, and to suggest directions for improving the Web-site design. Paper... |
| Tractinsky, N. and Rao, V.S. (2001) Social Dimensions of Internet Shopping: Theory-Based Arguments for Web-Store Design, Human Systems Management ,20: 105-121. |
Abstract Buyer-seller interactions have significant social dimensions. Shopping on the Internet is mediated by technological interfaces, which are thought of as tools that suppress the social nature of the shopping activity. However, Reeves and Nass argue that technological media, such as computers, are "fundamentally social and natural." Thus it is both important and intriguing to understand the social characteristics being projected by the interface or perceived by the Internet shopper. We draw from three domains - theories of social psychology, retail theories and practices, and the concept of computers as social actors - to provide theoretical basis for this thesis. Specifically, we demonstrate our approach by furnishing theoretical arguments for the need to pay attention to the following social dimensions in Web-based stores: politeness, flattery, self-evaluation and other-evaluation, expertise and aesthetics. Paper... |