o Online orienteren o Doelgericht winkelen
# Inspiratie -> doelgericht zoeken # Filters persoonlijk aanbod
# Filters om teleurstelling te voorkomen # Niet kooplustig door doelgericht winkelen o Innovatief met nieuwe merken
o Rondneuzen
o Surfen voor aanbieding merk • EXTENDED PRE-PURCHASE PROCESS
o Pasvorm waarnemen door bestellen o P/K door bestellen en terugsturen o Design waarnemen door bestellen o Geen risico verzending
o Belang van vertrouwen door voorwaarden/vertrouwen in service AFHAKEN
• ALGEMEEN
o irritatie -> afhaken
o irritatie – afleiding - afhaken • LAY-OUT
o Gebrekkige technologie -> afhaken o Slechte site-layout structuur -> afhaken • Onbekend schoenenmerk – afhaken
• Winkelmandje afweging -> afhaken • Afhaken door gebrek verbeelding • Slechte reviews -> afhaken • Hoge prijs -> afhaken
• Slechte voorwaarden -> afhaken • Afwezigheid -> afhaken
• Afhaken bij leuker model • Afhaken bij pop-up nieuwsbrief • Afhaken bij persoonsgegevens SITE BEZOEK
o Site bezoek uit nieuwsgierigheid o Site bezoeken door grote site o Site bezoeken door referenties o Site bezoeken door bekend met merk o Site bezoeken via nieuwsbrieven o Site bezoeken door fysieke waarneming o Site bezoeken via social media
# volgen van merken via social media o Site bezoeken via youtube
Appendix I
Specific steps taken during the various research cycles 1. Round 1
1.1 Data analysis and initial results
The analysis of the open codes and memo’s, as provided in Appendix C, led to some noticeable initial patterns. First, it appeared that although capable of shopping online, prior bad experiences were related to less trust and more risk in e-commerce, whereas more neutral experiences leaded to more trust and less risk perception. On the other hand, when
inexperienced with online shopping, suggestively less risk was perceived and simultaneously more trust. Due to this inconsistency, this topic will be addressed in more depth in the second round of interviews. Next, some interesting insights relating to the importance of the
imagination of the product features appeared. Moreover the implications of price perceptions and the implication of brand familiarity relating to shoes need some more attention. Therefore these topics are added to the interview guide of round 2 as provided in Appendix D. Moreover since the second participant had actual purchase intention, while she was familiar with Eijk, the effect of brand involvement and physical examination of the shoes will be examined as well.
2. Round 2
2.1 Participant selection & data collection
For the second round, both participants were selected, as they were known to have much e- commerce experience and therefore likely to have good and bad prior experiences. For the first participant, the general procedure was applied while for the second participant two manipulations were applied in order to test some constructs. First, after examining the risk and trust implications on the basis of the chosen pair of shoes via the website, another pair of Eijk shoes was shown in reality order to test whether the physical examination of shoes would have implications. Next, after examining the thrust implications of small versus big and unfamiliarly versus familiar companies, the participant was told that Eijk was actually a start- up. This was done in order to test the effect of company specific risk on the risk and trust perceptions and to test the added value of physical examination of a different pair of Eijk shoes.
By applying first open coding (Appendix E) and later on axial coding to the open coding list of both rounds, there was still some haziness during axial coding regarding the implications of trust in small versus big companies relating to trust. Moreover the effect of brand involvement and innovativeness is also shown to be twofold as involvement with start-ups leads to benefits for some consumers while it might decrease the trust for others. Another important point is the effect of experience, as it appeared from the second round that sufficient positive experience result in a decreased risk perception and an enhanced trust perception, while the absence or limited amount of experience, as appeared in the first round, could also result in high trust due to the unconsciousness of possible risks. Therefore extra insights are needed in order to fill these conceptual gaps. Moreover, due to the significant effect of experience on perceived benefits, risks and trust, additional insight is needed to validate the valence framework.
3. Round 3
3.1 Participant selection & data collection
In order to get additional insights to fill in the conceptual gaps, focused data collection onto these topics is applied (Boeije, 2010). Therefore the interview guide was modified as is shown in Appendix F. In order to strengthen the outcomes relating to prior e-commerce experience, a negative case was selected in order to verify and validate the initial findings (Boeije, 2010). Therefore, based on the axial coding of the first two rounds, the selection criterion for the participant was no prior shopping experience in order to verify whether the valence framework holds and to test the effect of no experience on risk and trust perceptions. Moreover additional insights were generated by topics relating to the antecedents of trust in small and big companies and also onto the influence of involvement on purchase intention. Therefore a participant was selected whom was known to not shop online, however which was known to like to shop at small brands.
3.2 Data analysis and saturation
Due to the absence of online shopping experience, open and axial coding was first done separately in order to verify and contrast the case with prior cases where online shopping experience was present. The cumulative open codes are illustrated in Appendix G. Adding and modifying the axial coding list leaded to saturation (Boeije, 2010). The definitive axial coding list is provided in Appendix H.