The relative advantage of collaborative virtual environments and two-dimensional websites in multichannel retail
The relative advantage of collaborative virtual environments and two-dimensional websites in multichannel retail
Collaborative Virtual Environments (CVE) have been with us for some years however their potential is unclear. This research attempts to achieve a better understanding of retail in CVEs from the consumer viewpoint by comparing this channel with the competing retail channels of ‘bricks and mortar’, or offline, and two dimensional navigation websites (2D websites), in order to identify their respective Relative Advantages (RA). Five categories of RA between retail channels were identified and explored using focus groups and interviews. These five categories explore distinct characteristics of each channel, consumer preferences over three stages of a purchase, differences between simple and complex products and lastly the role of trust. Participants showed a preference for offline and 2D in most situations however there was evidence that enjoyment, entertainment, sociable shopping, the ability to reinvent yourself, convenience and institutional trust were RA of CVEs in comparison to one of the other two channels.
Collaborative virtual environments, E-commerce, Multichannel retail, Trust
233-244
Zarifis, Alex
7622e840-ba78-4a4f-879b-6ba0f62363cc
Kokkinaki, Angelika
e84ce131-38d6-4af8-822f-d5ff9997607f
25 June 2015
Zarifis, Alex
7622e840-ba78-4a4f-879b-6ba0f62363cc
Kokkinaki, Angelika
e84ce131-38d6-4af8-822f-d5ff9997607f
Zarifis, Alex and Kokkinaki, Angelika
(2015)
The relative advantage of collaborative virtual environments and two-dimensional websites in multichannel retail.
Abramowicz, Witold
(ed.)
In Business Information Systems: 18th International Conference, BIS 2015, Poznań, Poland, June 24-26, 2015, Proceedings.
vol. 208,
Springer Cham.
.
(doi:10.1007/978-3-319-19027-3_19).
Record type:
Conference or Workshop Item
(Paper)
Abstract
Collaborative Virtual Environments (CVE) have been with us for some years however their potential is unclear. This research attempts to achieve a better understanding of retail in CVEs from the consumer viewpoint by comparing this channel with the competing retail channels of ‘bricks and mortar’, or offline, and two dimensional navigation websites (2D websites), in order to identify their respective Relative Advantages (RA). Five categories of RA between retail channels were identified and explored using focus groups and interviews. These five categories explore distinct characteristics of each channel, consumer preferences over three stages of a purchase, differences between simple and complex products and lastly the role of trust. Participants showed a preference for offline and 2D in most situations however there was evidence that enjoyment, entertainment, sociable shopping, the ability to reinvent yourself, convenience and institutional trust were RA of CVEs in comparison to one of the other two channels.
Text
The relative advantage of collaborative virtual environments and two-dimensional websites 2015 BIS Zarifis preprint
- Author's Original
Available under License Other.
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e-pub ahead of print date: 1 January 2015
Published date: 25 June 2015
Keywords:
Collaborative virtual environments, E-commerce, Multichannel retail, Trust
Identifiers
Local EPrints ID: 490589
URI: http://eprints.soton.ac.uk/id/eprint/490589
ISSN: 1865-1348
PURE UUID: c739ca58-8f60-4725-bb86-9e4d05857ab6
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Date deposited: 30 May 2024 17:03
Last modified: 06 Jun 2024 02:21
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Contributors
Author:
Alex Zarifis
Author:
Angelika Kokkinaki
Editor:
Witold Abramowicz
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