Study of Online Shopping Behavior Differences Between Goal-Directed Search and Exploratory Browsing in Intermediate Choice List on E-Commerce: How Do People Shop With Purpose and Without Purpose in E-Commerce and What Role ICL Be in the Online Shopping Process

Chi-Hsuan Fan, Tseng-Ping Chiu
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Abstract

With the development of the internet and shipping, and also the appearance of COVID-19, the growth of E-commerce is rising in a fast way. People change their shopping behavior from offline to online. It means there is a significant change in customers’ shopping process. Lots of scholars did research about it, such as from AIDMA [1] to AISAS [2], and also from Buyer Decision Process [3] to Dynamic Buyer Decision Process [4]. Both of them talk about how customers change their behavior and process of shopping in the digital generation. So it's necessary to know clearly how customers do and think to make the serve, user interface, and user experience in websites better. But the study found that most of those existing models are for “goal-directed search” shopping (shopping with purpose). But in fact, “exploratory browsing” shopping is rising these days, it's better to know more about it, so this study focuses on the process of how people do online shopping in “goal-directed search” shopping and “exploratory browsing” shopping. Besides, this study also found because there is too much information on the internet now, people will make the two phases of the decision in the process of online shopping [5], and they need to mark and record some product information in the middle of these two phases. Hence, they need a space to save this information is called “Intermediate Choice List(ICL)” [6]. Therefore, this study also explored how ICL takes a hand in the whole online shopping process. At the end of the study built a complete shopping process model for future use in E-commerce website design.
电子商务中间选择列表中目标导向搜索与探索性浏览的网上购物行为差异研究:人们如何在电子商务中有目的和无目的购物以及ICL在网上购物过程中的作用
随着互联网和航运的发展,以及新冠肺炎疫情的出现,电子商务的增长正在快速上升。人们的购物习惯从线下转向线上。这意味着顾客的购物过程发生了重大变化。从AIDMA[1]到AISAS[2],从Buyer Decision Process[3]到Dynamic Buyer Decision Process[4],都有很多学者对此进行了研究。他们都谈到了消费者如何在数字时代改变他们的行为和购物过程。因此,有必要清楚地了解客户的行为和想法,以使网站的服务,用户界面和用户体验更好。但研究发现,大多数现有的模式都是针对“目标导向搜索”的购物(有目的的购物)。但事实上,“探索性浏览”购物在这段时间正在兴起,更好的了解它,所以本研究主要关注人们在“目标导向搜索”购物和“探索性浏览”购物中的网购过程。此外,本研究还发现,由于现在互联网上的信息太多,人们在网上购物的过程中会进行两个阶段的决策[5],在这两个阶段中间需要对一些产品信息进行标记和记录。因此,他们需要一个空间来保存这些信息,称为“中间选择列表(ICL)”[6]。因此,本研究也探讨了ICL如何在整个网上购物过程中发挥作用。在研究的最后,建立了一个完整的购物过程模型,供未来电子商务网站设计使用。
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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