Effects of collaborative online shopping on shopping experience through social and relational perspectives

  • Authors:
  • Hongki Kim;Kil-Soo Suh;Un-Kon Lee

  • Affiliations:
  • Sauder School of Business, University of British Columbia, 2053 Main Mall, Vancouver, BC, Canada;School of Business, Yonsei University, Seoul 120-749, Republic of Korea;College of Economics and Business Administration, University of Suwon, Hwaseong, Gyeonggi 445-743, Republic of Korea

  • Venue:
  • Information and Management
  • Year:
  • 2013

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Abstract

Collaborative online shopping refers to an activity in which a consumer shops at an eCommerce website with remotely located shopping partners such as friends or family. Although collaborative online shopping has increased with the pervasiveness of social networking, few studies have examined how to enhance this type of shopping experience. This study examines two potential design components, embodiment and media richness, that could enhance shoppers' experiences. Based on theories of co-presence and flow, we examined whether the implementation of these two features could increase co-presence, flow, and the intention to use a collaborative online shopping website.