Wpływ kolejności prezentacji produktu i wielkości opakowania produktu na preferencje nabywców w handlu online. Moderująca rola wiary we własną intuicję zakupową
DOI:
https://doi.org/10.18559/SOEP.2018.5.10Słowa kluczowe:
Merchandising, Marketing, Klient, Indeks Satysfakcji Klienta, Relacje z klientami, Komunikowanie przedsiębiorstwo-klientAbstrakt
Zasady merchandisingu online różnią się od zasad merchandisingu tradycyjnego, co wynika po części ze sposobu i charakteru prezentowanych online produktów. Jedną z tych różnic charakteryzujących prezentację produktów online jest brak zachowania realizmu wielkości opakowania. Celem artykułu było określenie wpływu kolejności prezentowania oraz realizmu proporcji dotyczącej wielkości produktów prezentowanych online na preferencje nabywców. Badanie o charakterze eksperymentu laboratoryjnego na próbie 326 respondentów wykazało, że kolejność prezentacji produktów oraz realizm proporcji wielkości wywierają wpływ na preferencje, ale tylko w grupie osób o niskim poziomie wiary we własną intuicję zakupową. W grupie tej zaobserwowano wpływ efektu świeżości oraz faworyzowania produktów tańszych (bo oferowanych w mniejszych opakowaniach).
Pobrania
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