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When e-commerce becomes more human by transposing the hospitality concept to merchant websites

Soffien Bataoui

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: This research mobilizes the concept of hospitality, which is strongly anchored in human values, in the field of e-commerce. It demonstrates the relevance of drawing on the concept of hospitality in the context of e-commerce as well as how to do so. Based on a quantitative study of a sample of French consumers (n = 215), this research also shows how the hospitality of a commercial website impact the emotional reactions with positive and negative valence and the approach/avoidance behaviors towards the website.

Keywords: Virtual hospitality; e-commerce; Affective reactions; Approach; Avoidance behaviors (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1016/j.jretconser.2021.102831

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