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When e-commerce becomes more human by transposing the hospitality concept to merchant websites

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  • Bataoui, Soffien

Abstract

This research mobilizes the concept of hospitality, which is strongly anchored in human values, in the field of e-commerce. It demonstrates the relevance of drawing on the concept of hospitality in the context of e-commerce as well as how to do so. Based on a quantitative study of a sample of French consumers (n = 215), this research also shows how the hospitality of a commercial website impact the emotional reactions with positive and negative valence and the approach/avoidance behaviors towards the website.

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  • Bataoui, Soffien, 2022. "When e-commerce becomes more human by transposing the hospitality concept to merchant websites," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921003970
    DOI: 10.1016/j.jretconser.2021.102831
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