Using key informant insights as a foundation for e-retailing theory development

Cowles, Deborah; Kiecker, Pamela; Little, Michael W.

doi:10.1016/s0148-2963(00)00203-4

Cited by 65 publications

(34 citation statements)

References 8 publications

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“…A customer experience is a new but powerful weapon as it strengthens customer purchase intention (Igbaria, Guimaraes, & Davis, 1995). Cowles, Kiecker, and Little (2002), concludes that the prime focus of web owners should be upon consumer desire values to inspire them beyond their means. Thus, they should be engaged in offering to give greater services as well as values for good experiences (Woodruff, 1997).…”

Section: Prior Studies On Customer Experience References Key Pointsmentioning

confidence: 99%

Model of Customer Experience and Purchase Intention in Online Environment

Maitlo

Jugwani

Gilal

2017

SIJMB

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______________________________________________________________ AbstractThe online purchase intention is very critical and fascinating in today's eenvironment. It has direct involvement in customer decision making in terms of purchase. Thus, corporations use various marketing tools to seize customer attention for product purchase decision. This study provides the model of customer experience and purchase intention in e-environment. A total of 326 internet users were requested to provide the data through distributed questionnaire using non-probability econvenience sampling technique. Further, Analysis of Moment Structure was employed and Structural Equation Model was used to measure the model of customer experience and online purchase intention with customer experience sub-dimension i.e. online hedonic elements, online aesthetics and online functional elements. The result of the study clearly indicates that customer with tremendous experience tends to purchase frequently in an online environment. In other words, customer online experience is directly proportional to purchase intention. Hence, increase in online customer experience will increase purchase intention.

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Section: Prior Studies On Customer Experience References Key Pointsmentioning

confidence: 99%

Model of Customer Experience and Purchase Intention in Online Environment

Maitlo

Jugwani

Gilal

2017

SIJMB

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show abstract

“…In-depth interviews were held with chief marketing managers. We used the key informant methodology (Cowles et al, 2002;Kumar et al, 1993), choosing one key respondent from each retailer, for two main reasons: (i) most furniture retailers were small companies, and (ii) we wished to identify those individuals with the most specialised knowledge. Key informants were selected based on the recommendations of George and Reve (1982, p. 519): they (1) ''should occupy roles that make them knowledgeable about the issues being researched and (2) be able and willing to communicate with the researcher.''…”

Section: Data Collectionmentioning

confidence: 99%

Value co-creation among retailers and consumers: New insights into the furniture market

Andreu

Sánchez

Mele

2010

Journal of Retailing and Consumer Services

119

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“…These factors are likely important symptoms, but the more likely cause is a lack of understanding of the target audience. Cowles et al (2002) argue that e-commerce research should consider the motivations or desired value behind consumer use of the medium. Because shoppers choose and return to retailers who offer superior value, as defined by customers (Woodruff, 1997), etailers must design and ultimately deliver a value proposition that is most appealing to e-customers.…”

Section: Introductionmentioning

confidence: 99%