The Role of Space in Online Shopping Behavior

Aishwarya Ramasundaram ()
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Aishwarya Ramasundaram: Indian Institute of Management Kozhikode

No 365, Working papers from Indian Institute of Management Kozhikode

Abstract: This paper explores the influence of white space (or interstitial space) in websites on consumer shopping behavior. We classify the white space to be of two types-micro space and macro space. We study the interaction between these two types of white spaces and their effect on consumer intentions to purchase from the site. The results from three studies show that micro and macro space interact with each other to affect the visual processing fluency and relaxation resulting in favorable shopping intentions. The combination of high macro space and low micro space is found to lead to the best store evaluation, highest engagement with the site and highest purchase intentions. This effect is found to hold across both utilitarian and hedonic product categories. We rule out other possible explanations such as product scarcity, messiness, and product popularity.

Keywords: white space; macro space; micro space; shopping intentions; store evaluation; website engagement; online shopping; store environment (search for similar items in EconPapers)
Pages: 2 pages
Date: 2020-03
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