Blueprint for Retail Website Design: Attracting and Retaining Millennial Online Shoppers

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2019-04-03 DOI:10.1080/15332861.2019.1584844

Linda B. Wright, James C. Haug, Allen Huckabee

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引用次数: 3

Abstract

Abstract Since retail’s earliest development in America, the “personal touch” and customer satisfaction have emerged as recurring themes in retail research. Aproned salespeople in the general store helped shoppers from behind counters and this type of service encounter set a precedent for the “relationship marketing” still valued in the Internet marketplace. After a brief glimpse at general retail history, a literature review of related research is provided to examine consumer engagement, general online shopping behaviors, and the overall online shopping experience. A survey instrument with these research results in mind was created and cross-referenced to the journal articles cited. A comparison of survey results to related past research was performed, followed by an analysis of the correlation between survey results and past findings. Finally, conclusions were drawn about how retail shopping websites could leverage these data to improve the acquisition and retention of the nation’s largest contingent of online purchasers, the millennial generation.

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零售网站设计蓝图:吸引和留住千禧一代在线购物者

自零售业在美国最早发展以来，“个人接触”和顾客满意度一直是零售业研究中反复出现的主题。在普通商店里，系着围裙的销售人员在柜台后面帮助购物者，这种类型的服务相遇为“关系营销”开创了先例，这种“关系营销”在互联网市场中仍然受到重视。在简要介绍零售历史之后，本文将对相关研究进行文献综述，以检验消费者参与、一般在线购物行为和整体在线购物体验。根据这些研究结果创建了一个调查工具，并与引用的期刊文章进行交叉参考。将调查结果与过去的相关研究进行比较，然后分析调查结果与过去研究结果之间的相关性。最后，我们得出了关于零售购物网站如何利用这些数据来提高对全国最大的在线购买者——千禧一代——的获取和保留的结论。

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

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.