Identifying Patterns in Internet Retail Store Layouts

Abstract

During the last years, retail stores over the Internet have considerably evolved to satisfy the increasing customer needs while serving varying consumer behaviours. However, little empirical evidence has been provided regarding the effects that the “virtual store atmosphere” has on the consumer buying behaviour. Relevant literature from conventional retailing emphasizes the role of “store atmosphere” as a major influencing factor on the consumer buying behaviour. More specifically, store layout, as one of the basic determinants of the store atmosphere in conventional retailing, composes undoubtedly a corresponding critical success factor for business effectiveness over the Net.

The aim of this paper is to present the current status of the Internet retailing business-to-consumer interfaces and navigational capabilities through the development and use of a corresponding attribute selection framework, while producing meaningful layout-based categories of virtual retail stores. To that end, conventional types of store layouts along with their corresponding alternatives for virtual retailing, served as a guide. Firstly, this research contributes to the provision of a best business practice guide for e-commerce practitioners as far as the interface design issues of virtual retail stores are concerned. On the other hand, a two-fold research objective is achieved with the creation of a sound basis for the realisation of empirical research in respect to the effects different interfaces have on the consumers, taking into account not only technology but also cultural issues.