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The Role of Space in Online Shopping Behavior

Author

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  • Aishwarya Ramasundaram

    (Indian Institute of Management Kozhikode)

Abstract

This paper explores the influence of white space (or interstitial space) in websites on consumer shopping behavior. We classify the white space to be of two types-micro space and macro space. We study the interaction between these two types of white spaces and their effect on consumer intentions to purchase from the site. The results from three studies show that micro and macro space interact with each other to affect the visual processing fluency and relaxation resulting in favorable shopping intentions. The combination of high macro space and low micro space is found to lead to the best store evaluation, highest engagement with the site and highest purchase intentions. This effect is found to hold across both utilitarian and hedonic product categories. We rule out other possible explanations such as product scarcity, messiness, and product popularity.

Suggested Citation

  • Aishwarya Ramasundaram, 2020. "The Role of Space in Online Shopping Behavior," Working papers 365, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:365
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