Shopping online for goods vs. services: where do experiential features help more?

This study investigates how the type of offer sold online (goods vs. services) moderates the relationships between perceived experiential values and customers' attitudes towards the website. A sample of 107 e-shoppers of services and 110 e-shoppers of physical goods responded to a survey on their most recent e-shopping experiences. Results support the majority of hypotheses. It was found that although offering experiential values on the site improves customers' attitudes for both physical goods and services websites, the impact is much stronger in the case of services. Theoretical and managerial contributions are discussed. [ABSTRACT FROM AUTHOR]