Shaping e-retailer’s website personality: The importance of experiential marketing

Saeed Shobeiri, Michel Laroche and Ebrahim Mazaheri

Journal of Retailing and Consumer Services, 2013, vol. 20, issue 1, 102-110

Abstract: This research investigates how offering experiential values by an online retailer affects the personality of the e-retailer’s website in consumers’ minds. It empirically studies the impacts of four experiential value types – aesthetics, playfulness, customer return on investment (CROI), and service excellence – on each of the five website personality dimensions of enthusiasm, genuineness, solidity, sophistication, and pleasantness. The findings confirm the overall model and the majority of the hypothesized relationships are significant. The findings show that e-retailers should use appropriate combinations of experiential values to portray their desired website personalities.

Keywords: Online retailer; Experiential values; Website personality (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:20:y:2013:i:1:p:102-110

DOI: 10.1016/j.jretconser.2012.10.011

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