Effective presentation e-merchandising techniques. The importance of review the literature to improve the management of digital companies

  • Nuria Puente Domínguez Isabel I University. Burgos. Spain.

Abstract

Can we influence the behavior of online shoppers through the inside layout of the online store? When merchandising emerged for more than a hundred years, many researchers have analyzed the influence of the point of sale on the consumer's emotional states and their buying behavior. However, although online stores are the ultimate exponent of self-service, there is hardly any research on e-merchandising. Therefore, an exploratory study is conducted in order to better understand the context of the research and to make an approximation to the variables of interest within the study area, which will allow e-commerce companies to know which e-merchandising techniques must implement for efficient business management.

Author Biography

Nuria Puente Domínguez, Isabel I University. Burgos. Spain.

Director of the Master’s Program in Digital Marketing.

Published
2018-12-27
How to Cite
Puente Domínguez, N. (2018). Effective presentation e-merchandising techniques. The importance of review the literature to improve the management of digital companies. Harvard Deusto Business Research, 7(2), 88-102. doi:10.3926/hdbr.145
Section
Articles

Keywords

e-commerce merchandising; web design; information architecture; perceived risk