department store sites and those who purchased at spe cialty store sites In

Department store sites and those who purchased at spe

This preview shows page 14 - 15 out of 16 pages.

department store sites and those who purchased at spe- cialty store sites. In addition to varying the site and/or the product, future researchers might examine whether shopping orientation segments remain consistent. For internet retailers Results imply that internet retailers may use a ‘one fits all’ strategy for a specific set of atmospheric variables. However, for the most part, internet retailers should design their sites with a specific consumer segment or group of segments in mind. That is, the needs and pref- erences of the target consumer should be considered in the development of new shopping sites, as well as in the modification of existing sites. Although it is impossible to satisfy all consumers, internet retailers should focus their efforts on segmenting consumers based on their orientations toward shopping. Furthermore, internet retailers should identify atmospheric variables that will contribute to satisfaction for the majority of their tar- geted consumer segments and consider these variables in the design and modification of shopping sites to fit the particular needs of these consumers. With regard to each segment, specific areas of con- sideration are necessary to foster satisfaction. This research shows that retailers with target consumers similar to the 3Cs Shoppers should focus more on tai- loring their sites based on variables that make shopping more convenient. For Store-Preferred Shoppers, having a physical store, in addition to the internet shopping site, will contribute to satisfaction. Thus, the retailer should focus on linking the store and the internet shopping site by emphasizing brand name. Of all the segments, the Highly Involved Shoppers will be the most difficult to satisfy, mainly because more than half of the atmospheric variables included in this study contributed to their satisfaction, and even a larger number of variables contributed to them being very satisfied. With respect to specific areas of consideration, atmospheric variables that provide information to the Highly Involved Shoppers (e.g. ability to subscribe to email promotions/mailing list), as well as variables that allow these consumers to give information to the retailer (e.g. ability to store personal information such as an address or credit card information), will influence their satisfaction. Furthermore, the internet retailer will also have to move beyond incorporating variables that ‘just satisfy’ but enthuse the Highly Involved Shoppers. The Apathetic Shoppers disagreed with shopping fac- tors that related to internet and store shopping. This was the only shopper segment that indicated the ability to request a catalogue would contribute to their satisfac- tion. Thus, retailers interested in appealing to consum- ers in the Apathetic segment would perhaps have to incorporate a catalogue into their internet-based retail operation. However, to get this shopper to buy on the internet would require the use of several convenience- oriented, time-saving variables. Finally, the Apprehen-
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  • Spring '14
  • Blackwell Science, International Journal of Consumer Studies

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