Earticle

초록

영어

Online retail is a growing opportunity for retailers and consumers. Cross-buying provides companies with an opportunity to increase their revenue contributions from existing consumers. In many fields, especially in the service sector, cross-selling is an easier strategy to use relative to increasing revenue rather than acquiring new consumers. Website personalization has been a powerful indispensable tool for web-based companies and end users. Using the Mehrabian and Russell’s Stimulus-Organism-Response framework, we experimentally examined how an online retailing merchant’s environmental stimuli (S) arouses internal affective and cognitive states (O), that affect consumers’ approach-avoidance behavior (R) in cross-buying and shopping cart abandonment in online transactions.

목차

ABSTRACT
Ⅰ. Introduction
1.1. Research Background
Ⅱ. Literature Review
2.1. Shopping Cart Abandonment
2.2. Cross-Buying
2.3. Personalization
Ⅲ. Theoretical Framework
3.1. Theoretical Background
3.2. Conceptual Framework
Ⅳ. Research Model and Hypotheses
4.1. Research Model
4.2. Research Hypotheses
Ⅴ. Research Methodology
5.1. Measurement Development
5.2. Online Retail Merchant Development
Ⅵ. Data Analysis
6.1. Measurement Model
6.2. Testing Results for Research Hypotheses
Ⅶ. Discussion and Conclusion
7.1. Discussion
7.2. Implications

저자

• Kon Woo Kwon [ Ph.D., Graduate School of Business, Sungkyunkwan University, Korea ]
• Gee-Woo Bock [ Professor, Graduate School of Business, Sungkyunkwan University, Korea ]
• Kyu Min Hwang [ Ph.D., Graduate School of Business, Sungkyunkwan University, Korea ] Corresponding Author

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