Measuring E-Browsing Behaviour and Testing its Impact on Online Immersion
Main Article Content
Keywords
Measurement scale development, e-browsing, online behaviour, merchant website consumer behaviour
Abstract
In an online environment, enriched by different types of cues that may distract a consumer, investigating and operationalizing, e-browsing behaviour becomes a must to understand consumer behaviour online. Nevertheless, existing research on the online environment has only used and adapted scales measuring offline browsing. In fact, the existing literature fails to offer a scale measuring browsing specifically in the online context. Consequently, this study fills this gap by developing a scale measuring e-browsing following the Churchill paradigm enriched with the recommendations of Rossiter. For this purpose, a number of methodological instruments are used: two focus groups (the first with 4 experts and the second with 18 consumers) and three surveys (140 students for the first survey, 350 and 200 Internet users, respectively, for the second and third survey). Results put forth a unidimensional scale with 7 items, which seems to exhibit evidence of reliability and validity. The predictive validity was checked by testing the impact of e-browsing on online immersion. The proposed scale measure may help academicians perform better and more reliable studies on consumer behaviour online. It may help managers better understand the traffic on their websites and segment visitors to tailor better conversion strategies.
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References
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Carù, A., & Cova, B. (2006). How to facilitate immersion in a consumption experience: Appropriation operations and service elements. Journal of Consumer Behaviour: An International Research Review, 5(1), 4–14. https://doi.org/10.1002/cb.30
Charfi, A. A., & Volle, P. (2011). L'expérience d'immersion en ligne: un nouvel outil pour les sites marchands. Revue Française du Marketing, 234/235, 49.
Chen, Y., Lu, Y., Gupta, S., & Pan, Z. (2019). Understanding “window” shopping and browsing experience on social shopping website: An empirical investigation. Information Technology & People. https://doi.org/10.1108/ITP-12-2017-0424
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Donna, L., & Novak, H. T. P. (1997). A new marketing paradigm for electronic commerce. The information society, 13(1), 43–54. https://doi.org/10.1080/019722497129278
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Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425–439. https://doi.org/10.1016/j.elerap.2013.06.001
Fornell, C., & Larcker, D. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(3). https://doi.org/10.1177%2F002224378101800313
Fornerino, M., Helme-Guizon, A., & Gotteland, D. (2008). Expériences cinématographiques en état d'immersion: effets sur la satisfaction. Recherche et Applications en Marketing (French Edition), 23(3), 95–113. https://doi.org/10.1177%2F076737010802300304
Goel, S., Hofman, J., & Sirer, M. (2012). Who does what on the web: A large-scale study of browsing behavior. In Proceedings of the International AAAI Conference on Web and Social Media, 6(1), 130–137.
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5–13. https://doi.org/10.1016/j.jbusres.2008.01.018
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Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). Flow experience and internet shopping behavior: Investigating the moderating effect of consumer characteristics. Systems Research and Behavioral Science, 29(3), 317–332. https://doi.org/10.1002/sres.1101
Jallais, J., Orsoni, J., & Fady, A. (1994). Le marketing dans le commerce de détail. Vuibert.
Jarboe, G. R., & McDaniel, C. D. (1987). A profile of browsers in regional shopping malls. Journal of the Academy of Marketing Science, 15(1), 46–53. https://doi.org/10.1007/BF02721953
Kaufman‐Scarborough, C., & Lindquist, J. D. (2002). E‐shopping in a multiple channel environment. Journal of Consumer Marketing. https://doi.org/10.1108/07363760210433645
Kim, I., & Pant, G. (2019). Predicting web site audience demographics using content and design cues. Information & Management, 56(5), 718–730. https://doi.org/10.1016/j.im.2018.11.005
Kumar, R., & Tomkins, A. (2010). A characterization of online browsing behavior. In Proceedings of the 19th international conference on World wide web, 561–570. https://doi.org/10.1145/1772690.1772748
Laroutis, D., Boistel, P., & Badot, O. (2021). Analyse des déterminants de la fréquence d’achat sur les sites Web marchands. Recherches en Sciences de Gestion, 1, 187–213.
Law, R., & Hsu, C. H. (2006). Importance of hotel website dimensions and attributes: perceptions of online browsers and online purchasers. Journal of Hospitality & Tourism Research, 30(3), 295–312. https://doi.org/10.1177%2F1096348006287161
Lee, M. (2020). Will this search end up with booking? Modeling airline booking conversion of anonymous visitors. Journal of Tourism Analysis: Revista de Análisis Turístico. https://doi.org/10.1108/JTA-11-2019-0038
Lee, H. B., & Lee, H. W. (2003). The impacts of browsing on buying impulsiveness in internet shopping malls. Korean Management Review, 32(5), 1235–1263.
Liu, C. W., Lo, S. K., Hsieh, A. Y., & Hwang, Y. (2018). Effects of banner Ad shape and the schema creating process on consumer internet browsing behavior. Computers in Human Behavior, 86, 9–17. https://doi.org/10.1016/j.chb.2018.04.034
Lombart, C. (2004). Le butinage: proposition d'une échelle de mesure. Recherche et Applications en Marketing (French Edition), 19(2), 1–30. https://doi.org/10.1177%2F076737010401900201
Lombart, C., & Labbé-Pinlon, B. (2008). Comprendre et satisfaire les consommateurs qui butinent. Gestion, 33(2), 32–39. https://doi.org/10.3917/riges.332.0032
Lombart, C., & Labbé-Pinlon, B. (2015). Proposition d’un modèle conceptuel des antécédents du comportement de butinage. Une application dans l’Espace Culturel d’un hypermarché. Management Avenir, 6, 135–154. https://doi.org/10.3917/mav.080.0135
Lu, X., He, S., Lian, S., Ba, S., & Wu, J. (2020). Is user-generated content always helpful? The effects of online forum browsing on consumers' travel purchase decisions. Decision Support Systems, 137, 113368. https://doi.org/10.1016/j.dss.2020.113368
Mackenzie, S. (2013). Online Exploration: Browsing Behavior and Website Feature Preferences. ETD Archive. 866. https://engagedscholarship.csuohio.edu/etdarchive/866
Monglo, H. (2016). L’influence du comportement de butinage sur une conséquence transactionnelle au point de vente: une application à l’achat non planifié en supermarché au Cameroun. Management Avenir, 2, 15–29. https://doi.org/10.3917/mav.084.0015
Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in online environments: a structural modeling approach. Marketing science, 19(1), 1–104. https://doi.org/10.1287/mksc.19.1.22.15184
Ono, A., Nakamura, A., Okuno, A., & Sumikawa, M. (2012). Consumer motivations in browsing online stores with mobile devices. International Journal of Electronic Commerce, 16(4), 153–178. https://doi.org/10.2753/JEC1086-4415160406
Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583–1589. https://doi.org/10.1016/j.jbusres.2011.02.043
Rezaei, S., Ali, F., Amin, M., & Jayashree, S. (2016). Online impulse buying of tourism products: The role of web site personality, utilitarian and hedonic web browsing. Journal of Hospitality and Tourism Technology, 7(1), 60–83. https://doi.org/10.1108/JHTT-03-2015-0018
Rossiter, J R. (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19(4), 305–335. https://doi.org/10.1016/S0167-8116(02)00097-6
Shields, R. (1992). Spaces for the subject of consumption. In Shields, R., Lifestyle Shopping. (1st ed.), London, Routledge.
Tekiki, S., & Abbes, I. (2020). Butinage social sur Instagram et impulsions d’achat: le rôle de la proximité psychologique avec les influenceurs. 23ème colloque ABBES - association-etienne-thil.
Veg-Sala, N., & Geerts, A. (2021). L’expérience d’achat dans les boutiques de luxe: Étude des dimensions selon les motivations d’achat des consommateurs de luxe. Management Avenir, 3, 95–117. https://doi.org/10.3917/mav.123.0095
Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California management review, 43(2), 34–55. https://doi.org/10.2307%2F41166074
Xu-Priour, D. L., Truong, Y., & Klink, R. R. (2014). The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France. Technological Forecasting and Social Change, 88, 265–275. https://doi.org/10.1016/j.techfore.2014.07.010
Zhang, K. Z., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research. https://doi.org/10.1108/IntR-12-2016-0377
Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151–160. https://doi.org/10.1016/j.ijinfomgt.2019.02.010
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644–656. https://doi.org/10.1086/209376
Barbot, B., & Kaufman, J. C. (2020). What makes immersive virtual reality the ultimate empathy machine? Discerning the underlying mechanisms of change. Computers in Human Behavior, 111, 106431. https://doi.org/10.1016/j.chb.2020.106431
Bloch, P. H., & Richins, M. L. (1983). Shopping without purchase: An investigation of consumer browsing behavior. ACR North American Advances in Consumer Research, 10, 389–393.
Bloch, P. H., Ridgway, N. M., & Sherrell, D. L. (1989). Extending the concept of shopping: An investigation of browsing activity. Journal of the Academy of Marketing Science, 17(1), 13–21. https://doi.org/10.1007/BF02726349
Bloch, P. H., Ridgway, N. M., & Nelson, J. E. (1991). Leisure and the shopping mall. Advances in consumer research, Association for Consumer Research (US), 18(1), 445–452.
Brown, M., Pope, N., & Voges, K. (2003). Buying or browsing? An exploration of shopping orientations and online purchase intention. European Journal of Marketing. https://doi.org/10.1108/03090560310495401
Carù, A., & Cova, B. (2006). How to facilitate immersion in a consumption experience: Appropriation operations and service elements. Journal of Consumer Behaviour: An International Research Review, 5(1), 4–14. https://doi.org/10.1002/cb.30
Charfi, A. A., & Volle, P. (2011). L'expérience d'immersion en ligne: un nouvel outil pour les sites marchands. Revue Française du Marketing, 234/235, 49.
Chen, Y., Lu, Y., Gupta, S., & Pan, Z. (2019). Understanding “window” shopping and browsing experience on social shopping website: An empirical investigation. Information Technology & People. https://doi.org/10.1108/ITP-12-2017-0424
Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of marketing theory and practice, 16(4), 287–298. https://doi.org/10.2753/MTP1069-6679160402
Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64–73. https://doi.org/10.1177%2F002224377901600110
Cova, B., & Cova, V. (2004). L’expérience de consommation: de la manipulation à la compromission?, 3èmes. Journées Normandes de Recherche sur la Consommation.
Donna, L., & Novak, H. T. P. (1997). A new marketing paradigm for electronic commerce. The information society, 13(1), 43–54. https://doi.org/10.1080/019722497129278
Econsultancy. (2005). Managing an e-commerce team. Integrating digital marketing into your organization research report. Author: Dave Chaffey. London: Econsultancy.com
Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425–439. https://doi.org/10.1016/j.elerap.2013.06.001
Fornell, C., & Larcker, D. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(3). https://doi.org/10.1177%2F002224378101800313
Fornerino, M., Helme-Guizon, A., & Gotteland, D. (2008). Expériences cinématographiques en état d'immersion: effets sur la satisfaction. Recherche et Applications en Marketing (French Edition), 23(3), 95–113. https://doi.org/10.1177%2F076737010802300304
Goel, S., Hofman, J., & Sirer, M. (2012). Who does what on the web: A large-scale study of browsing behavior. In Proceedings of the International AAAI Conference on Web and Social Media, 6(1), 130–137.
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5–13. https://doi.org/10.1016/j.jbusres.2008.01.018
Ho, H. F. (2021). A novel approach for exploring channel dependence of consumers' latent shopping intent and the related behaviors by visualizing browsing patterns. Data Technologies and Applications. https://doi.org/10.1108/DTA-11-2020-0295
Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). Flow experience and internet shopping behavior: Investigating the moderating effect of consumer characteristics. Systems Research and Behavioral Science, 29(3), 317–332. https://doi.org/10.1002/sres.1101
Jallais, J., Orsoni, J., & Fady, A. (1994). Le marketing dans le commerce de détail. Vuibert.
Jarboe, G. R., & McDaniel, C. D. (1987). A profile of browsers in regional shopping malls. Journal of the Academy of Marketing Science, 15(1), 46–53. https://doi.org/10.1007/BF02721953
Kaufman‐Scarborough, C., & Lindquist, J. D. (2002). E‐shopping in a multiple channel environment. Journal of Consumer Marketing. https://doi.org/10.1108/07363760210433645
Kim, I., & Pant, G. (2019). Predicting web site audience demographics using content and design cues. Information & Management, 56(5), 718–730. https://doi.org/10.1016/j.im.2018.11.005
Kumar, R., & Tomkins, A. (2010). A characterization of online browsing behavior. In Proceedings of the 19th international conference on World wide web, 561–570. https://doi.org/10.1145/1772690.1772748
Laroutis, D., Boistel, P., & Badot, O. (2021). Analyse des déterminants de la fréquence d’achat sur les sites Web marchands. Recherches en Sciences de Gestion, 1, 187–213.
Law, R., & Hsu, C. H. (2006). Importance of hotel website dimensions and attributes: perceptions of online browsers and online purchasers. Journal of Hospitality & Tourism Research, 30(3), 295–312. https://doi.org/10.1177%2F1096348006287161
Lee, M. (2020). Will this search end up with booking? Modeling airline booking conversion of anonymous visitors. Journal of Tourism Analysis: Revista de Análisis Turístico. https://doi.org/10.1108/JTA-11-2019-0038
Lee, H. B., & Lee, H. W. (2003). The impacts of browsing on buying impulsiveness in internet shopping malls. Korean Management Review, 32(5), 1235–1263.
Liu, C. W., Lo, S. K., Hsieh, A. Y., & Hwang, Y. (2018). Effects of banner Ad shape and the schema creating process on consumer internet browsing behavior. Computers in Human Behavior, 86, 9–17. https://doi.org/10.1016/j.chb.2018.04.034
Lombart, C. (2004). Le butinage: proposition d'une échelle de mesure. Recherche et Applications en Marketing (French Edition), 19(2), 1–30. https://doi.org/10.1177%2F076737010401900201
Lombart, C., & Labbé-Pinlon, B. (2008). Comprendre et satisfaire les consommateurs qui butinent. Gestion, 33(2), 32–39. https://doi.org/10.3917/riges.332.0032
Lombart, C., & Labbé-Pinlon, B. (2015). Proposition d’un modèle conceptuel des antécédents du comportement de butinage. Une application dans l’Espace Culturel d’un hypermarché. Management Avenir, 6, 135–154. https://doi.org/10.3917/mav.080.0135
Lu, X., He, S., Lian, S., Ba, S., & Wu, J. (2020). Is user-generated content always helpful? The effects of online forum browsing on consumers' travel purchase decisions. Decision Support Systems, 137, 113368. https://doi.org/10.1016/j.dss.2020.113368
Mackenzie, S. (2013). Online Exploration: Browsing Behavior and Website Feature Preferences. ETD Archive. 866. https://engagedscholarship.csuohio.edu/etdarchive/866
Monglo, H. (2016). L’influence du comportement de butinage sur une conséquence transactionnelle au point de vente: une application à l’achat non planifié en supermarché au Cameroun. Management Avenir, 2, 15–29. https://doi.org/10.3917/mav.084.0015
Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in online environments: a structural modeling approach. Marketing science, 19(1), 1–104. https://doi.org/10.1287/mksc.19.1.22.15184
Ono, A., Nakamura, A., Okuno, A., & Sumikawa, M. (2012). Consumer motivations in browsing online stores with mobile devices. International Journal of Electronic Commerce, 16(4), 153–178. https://doi.org/10.2753/JEC1086-4415160406
Park, E. J., Kim, E. Y., Funches, V. M., & Foxx, W. (2012). Apparel product attributes, web browsing, and e-impulse buying on shopping websites. Journal of Business Research, 65(11), 1583–1589. https://doi.org/10.1016/j.jbusres.2011.02.043
Rezaei, S., Ali, F., Amin, M., & Jayashree, S. (2016). Online impulse buying of tourism products: The role of web site personality, utilitarian and hedonic web browsing. Journal of Hospitality and Tourism Technology, 7(1), 60–83. https://doi.org/10.1108/JHTT-03-2015-0018
Rossiter, J R. (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19(4), 305–335. https://doi.org/10.1016/S0167-8116(02)00097-6
Shields, R. (1992). Spaces for the subject of consumption. In Shields, R., Lifestyle Shopping. (1st ed.), London, Routledge.
Tekiki, S., & Abbes, I. (2020). Butinage social sur Instagram et impulsions d’achat: le rôle de la proximité psychologique avec les influenceurs. 23ème colloque ABBES - association-etienne-thil.
Veg-Sala, N., & Geerts, A. (2021). L’expérience d’achat dans les boutiques de luxe: Étude des dimensions selon les motivations d’achat des consommateurs de luxe. Management Avenir, 3, 95–117. https://doi.org/10.3917/mav.123.0095
Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California management review, 43(2), 34–55. https://doi.org/10.2307%2F41166074
Xu-Priour, D. L., Truong, Y., & Klink, R. R. (2014). The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France. Technological Forecasting and Social Change, 88, 265–275. https://doi.org/10.1016/j.techfore.2014.07.010
Zhang, K. Z., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research. https://doi.org/10.1108/IntR-12-2016-0377
Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151–160. https://doi.org/10.1016/j.ijinfomgt.2019.02.010
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Jun 10, 2022
Article Details
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Ayari, S., Ben Yahia , I., & Debabi, M. (2022). Measuring E-Browsing Behaviour and Testing its Impact on Online Immersion. Journal of Telecommunications and the Digital Economy, 10(2), 111–125. https://doi.org/10.18080/jtde.v10n2.546
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Special Issue: Digital Technologies and Innovation
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