An examination of consumer browsing behaviors

Abstract

PurposeBrowsing is a common consumer behavior, but it has not been researched extensively. The aim of this paper is to fill some of the gaps in the research.Design/methodology/approachDrawing on literature from different areas, consumers' browsing experiences, browsing patterns, and factors influencing browsing activities are empirically examined. A combination of interviews and shopping trips with informants to examine the issues are used.FindingsThe results show that browsing serves both functional and recreational purposes. Consumers vary by the degree to which they browse functionally or recreationally. Browsing behaviors are influenced by both consumer characteristics and the retail environment. Browsing is a powerful consumer information acquisition activity and has both desired and undesired consequences for consumer purchases. Consumers use various strategies to cope with the undesired consequences.Practical implicationsExploration of browsing patterns and factors influencing these patterns suggests important managerial implications for enhancing desirable browsing and reducing unnecessary browsing.Originality/valueThe conceptualization and findings of this research contribute to two areas of research: consumer information search and consumer shopping behaviors in retail environments. An examination of the role of browsing offers an empirical extension to the information acquisition framework.

Consumer Motivations in Browsing Online Stores with Mobile Devices

“…After the interviews, the author observed informants' shopping behaviors and found that browsing seems to serve both functional and recreational purposes. However, like Bloch et al [9], Xia [46] did not quantitatively test the relationship between browsing and the determinants. Moreover, unlike previous browsing research [9], she broadened the concept of "browsing" to include shopping with a purchase intention.…”

“…Xia [46] examined types of consumer browsing behavior and their determinant factors. Interviews were utilized to investigate when, where, and how consumers browse.…”

Public Understanding of Plant Biology: Voices from the Bottom of the Garden

“…In these terms, serendipitous learning is neither chance nor random, simply unplanned and open-ended in a complex learning environment. It is sometimes called 'learning through browsing' and browsing has a long and honourable tradition (Xia, 2010). So, serendipitous learning about plant biology and gardening is not merely waiting for a fortuitous event to happen.…”

Konsekuensi dari Website Personality Pada Online Shop Lazada Indonesia

“…Kegiatan ini dilakukan dengan atau tanpa niat membeli, dimana informasi tersebut dapat mereka simpan untuk digunakan ketika mereka dihadapi dengan niat dan tugas pembelian (Xia & Monroe, 2009). Kegiatan browsing yang dilakukan konsumen ritel terdiri dari strategi fungsional dan strategi hedonis, dimana strategi fungsional (utilitarian) ditandai dengan menghabiskan sedikit waktu melihat produk display, cepat dalam penanganan produk yang dicari, kemudian meninggalkan toko sedangkan, strategi hedonis (hedonic) ditandai dengan berjalan perlahan, membuat banyak pemberhentian yang lama untuk melihat berbagai produk, serta mengambil jalan yang mencakup seluruh toko (Xia, 2010).…”

“…Penggunaan warna, tata letak, animasi, grafis, paparan gambar interaktif dan rangsangan atmosfer lainnya pada website dapat menarik perhatian konsumen untuk mengunjungi website serta mempengaruhi sikap mereka terhadap online store (Manganari, Siomkos, & Vrechopoulos, 2009). Dengan kata lain, pengalaman yang menyenangkan dalam online store akan membuat konsumen menghabiskan lebih banyak waktu, menghabiskan lebih banyak uang untuk melakukan pembelian, dan memiliki keinginan menjalin hubungan baik dengan karyawan online store (Xia, 2010), yang kemudian memicu niat konsumen untuk kembali mengunjungi website (Kabadayi & Gupta, 2011).…”