The conditional enjoyment-enhancing effect of shipping box aesthetics
| Autor: | Benedikt Schnurr, Martin Wetzels |
|---|---|
| Přispěvatelé: | Marketing & Supply Chain Management, RS: GSBE Theme Data-Driven Decision-Making, RS: GSBE Theme Learning and Work |
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Customer experience
Customer loyalty CONSUMER CHOICE Shipping box media_common.quotation_subject PARTICIPATION Aesthetics AFFECTIVE EXPECTATIONS DETERMINANTS Loyalty business model SERVICE QUALITY DESIGN PLEASURE 0502 economics and business Loyalty Product (category theory) media_common Marketing 05 social sciences CUSTOMER REPURCHASE INTENTION Product delivery PRODUCT AESTHETICS Packaging Value (economics) 050211 marketing Business 050203 business & management PURCHASE INTENTION |
| Zdroj: | Journal of Retailing and Consumer Services, 57:102213. Elsevier Limited |
| ISSN: | 0969-6989 |
| Popis: | Online retailers increasingly use aesthetically appealing shipping boxes to deliver products to their customers. However, little is known about the potential effects of delivering products in aesthetically appealing shipping boxes on customer responses. This study applies the Affective Expectations Model to propose that the effect of shipping box aesthetics on customer responses depends on customers' expectations. Three experiments provide evidence that delivering products in aesthetically appealing shipping boxes can increase customers' loyalty intentions and that the effect is driven by enjoyment of the product delivery experience. The authors further find that the enjoyment-enhancing effect of shipping box aesthetics manifests when customers purchase products from a value online retailer, when they purchase functional products, and when the delivered product matches the description on the retailer's website. The effect diminishes when customers purchase products from a luxury online retailer and when they purchase hedonic products. The effect reverses when the delivered product does not match the description on the retailer's website. These findings contribute to the packaging, e-commerce, and customer experience literature and provide actionable implications for online retailers. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|
Full Text from ScienceDirect