The effect of exploratory behaviour on online shopping stickiness: the role of enjoyment and satiation

IF 6.8 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2026-03-01 Epub Date: 2026-02-08 DOI:10.1016/j.elerap.2026.101585

Carmen Antón , Carmen Camarero , Itziar Oltra , Elias Vega

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引用次数: 0

Abstract

Users frequently spend longer than anticipated browsing online stores, resulting in online shopping stickiness, i.e., the intention to prolong navigation time within a browsing session, irrespective of the number of websites visited. This research investigates how exploration behaviours and browsing objectives impact stickiness during online shopping sessions. Specifically, the work analyses what influence exploration modes (specific vs. diversive) and goals (purchase-oriented vs. search-oriented) have on user stickiness, with perceived enjoyment and satiation acting as mediating factors. Using two experiments in the context of online clothing shopping and a field study, this work emphasizes the role of situational browsing elements in shaping stickiness behaviour. The findings enrich e-commerce literature by shifting the perspective from external factors (e.g., product or site attributes) to in-store exploration behaviours. This research offers valuable insights for e-commerce platforms that aim to optimize website interfaces to improve consumer experience and boost consumer retention, such as aligning navigation and content with user intentions and utilizing cross-category suggestions.

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探索性行为对网购粘性的影响：享受和满足的作用

用户经常花费比预期更长的时间浏览网上商店，导致网上购物粘性，即在浏览会话中延长导航时间的意图，而不管访问了多少个网站。本研究探讨了探索行为和浏览目标如何影响在线购物会话中的粘性。具体来说，该研究分析了探索模式（特定vs多样化）和目标（购买导向型vs搜索导向型）对用户粘性的影响，并将感知到的享受和满足感作为中介因素。通过在线服装购物的两个实验和一个实地研究，本研究强调了情境浏览元素在形成粘性行为中的作用。研究结果丰富了电子商务文献，将视角从外部因素（如产品或网站属性）转向店内探索行为。该研究为旨在优化网站界面以改善消费者体验和提高消费者留存率的电子商务平台提供了有价值的见解，例如将导航和内容与用户意图对齐，并利用跨类别建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.