Essays on online shopping behavior

Abstract

The boom in E commerce has made it vital to understand how consumers behave in a virtual shopping environment so that companies can improve their channel strategies Online retailing has captured the interest of practitioners and academics as it has become the dominant alternative to traditional retailing Mallapragada Chandukala and Liu 2016 While the opportunities presented by online retailing cannot be disputed managing the online consumer experience has become critical and there is a call for understanding online shopping related outcomes and factors which influence these outcomes This dissertation titled Essays in Consumer Online Shopping Behavior explores different phenomena related to the consumers online shopping experience The consistent theme across the essays is the important role played by the online store environment and its impact on consumer behavior at different stages of the consumer journey The first section of the thesis Essay 1 and Essay 2 looks at the impact of online store environment in pre purchase and purchase situations and the second section Essay 3 at post purchase behavior Specifically Essay 3 looks at non return behavior following an e commerce design induced service failure newline newline