An examination of the influences of store layout in online retailing

Store layout is a critical factor driving consumer elaboration and response in retailing. While considerable attention has focused on store layout in relation to brick and mortar retailing, store layout has been virtually ignored in the study of online retailing, a critical limitation in the literature given its performance implications. In this study, information processing theory and aspects of the technology acceptance model (TAM) are used to theorize how two types of online store layout (tree and tunnel web site structures) influence consumer elaboration and response. Results of an experiment indicate that consumers exposed to a tree structured online store layout perceived the store to be easier to use, experienced greater elaboration of product related information, had higher levels of product and brand recall, greater purchase intentions and a more positive attitude toward the retailer than those exposed to a tunnel structure online store layout. Implications for academics and practitioners are discussed.