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The relative advantage of collaborative virtual environments and two-dimensional websites in multichannel retail

conference contribution
posted on 09.04.2019 by Alex Zarifis, Angelika Kokkinaki
© Springer International Publishing Switzerland 2015. 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.

History

School

  • Business and Economics

Department

  • Economics

Published in

Lecture Notes in Business Information Processing

Volume

208

Pages

233 - 244

Citation

ZARIFIS, A. and KOKKINAKI, A., 2015. The relative advantage of collaborative virtual environments and two-dimensional websites in multichannel retail. Presented at the 18th International Conference on Business Information Systems (BIS 2015), Poznan, Poland, 24-26 June. Chaim, Switzerland: Springer, pp. 233 - 244.

Publisher

© Springer

Version

VoR (Version of Record)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2015

Notes

This paper is in closed access.

ISBN

9783319190266

ISSN

1865-1348

Book series

Lecture Notes in Business Information Processing;2018

Language

en

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