Store Layout Effects on Consumer Behavior in 3D Online Stores

Running head: INTRODUCTION TO MARKET RESEARCH
Introduction to Market Research
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1INTRODUCTION TO MARKET RESEARCH
Annotation Bibliography: Krasonikolakis, I., Vrechopoulos, A., Pouloudi, A. and Dimitriadis,
S., 2018. Store layout effects on consumer behavior in 3D online stores. European Journal of
Marketing, 52(5/6), pp.1223-1256.
Introduction
With the development of technology, thee expectance of the consumers from the retail
owners are increasing across the world. Consumers are expecting shopping stores to offer
shopping experience in an integrated manner that will be able to provide them an unique
experience. The online 3D stores have been designed in order to ensure that the consumers can
enjoy the experience as well as benefits of an offline store through online shopping
(Krasonikolakis et al. 2018). This research has been conducted in order to answer the following
research questions.
1. What is the impact of the atmosphere of the retail store on consumer behavior, when it
comes to the 3D online shopping environments?
2. How the store layouts of the online 3D store influence the buying behavior of the
consumers?
Research objectives
When it comes to the objectives of the research paper, the chief objective of the researchers
is to set up a categorization of store layout types in 3D online environments. This is to help the
store designers to create effective layout that can attract the consumers in order to enhance the
number of consumers. The aim of the research is to find out whether The ‘biotique’, the “avant-
garde” and the “department” store layouts provides more enjoyment to the consumers during
their 3D online store visit or not. The research’s objective also includes investigating the impact

2INTRODUCTION TO MARKET RESEARCH
of the pragmatic as well as avant grade layouts on the ease of navigation of the consumers within
the 3D online store. It also aims to determine whether the online purchase intension towards 3D
online store is predicted by the consumer’s evolution of the 3D online store when it comes to the
H5a online shopping enjoyment, H5b entertainment, H5c ease of navigation and H5d online
customer experience. Another chief objective of this research is to explore the impact of the
substitute layouts on the attitude as well as behavior of the consumers (Krasonikolakis et al.
2018). A mixed research approach has been used by the researchers as research design of this
article. Firstly, a three round Delphi study with the help of domain experts is used to build up the
layout of the store classification scheme. Subsequently, 3D online retail stores for using the five
layouts are designed as well as developed.
Study 1
In this paragraph the critical analysis of Study 1 has been conducted. In Study 1, the
identification as well as classification of the store layout types has been conducted with the help
of the Delphi method. Considering the fact that the mentioned method does not involve major
statistical data, several relevant academics from the marketing, e-retailing, information systems
and human computer interaction domains were compiled when it comes to the context of 3D
online environment. Along with this direct communication with CEOs, practitioners as well as
employees were also conducted. Three rounds had been performed and in the final round result
was obtained. In the 1st round, the panelists identified 62 characteristics that included
components of the store layout. All the store layout types along with their distinct characteristics
were drafted in order to circulate within the participants so that the raw data can be verified and
grouped (Krasonikolakis et al. 2018). The data obtained from the 1st round of the Delphi test was
used as the input of the second round. In this round, the researchers asked the panelists to believe