The effect of exploratory behaviour on online shopping stickiness: the role of enjoyment and satiation

Users frequently spend longer than anticipated browsing online stores, resulting in online shopping stickiness, i.e., the intention to prolong navigation time within a browsing session, irrespective of the number of websites visited. This research investigates how exploration behaviours and browsing objectives impact stickiness during online shopping sessions. Specifically, the work analyses what influence exploration modes (specific vs. diversive) and goals (purchase-oriented vs. search-oriented) have on user stickiness, with perceived enjoyment and satiation acting as mediating factors. Using two experiments in the context of online clothing shopping and a field study, this work emphasizes the role of situational browsing elements in shaping stickiness behaviour. The findings enrich e-commerce literature by shifting the perspective from external factors (e.g., product or site attributes) to in-store exploration behaviours. This research offers valuable insights for e-commerce platforms that aim to optimize website interfaces to improve consumer experience and boost consumer retention, such as aligning navigation and content with user intentions and utilizing cross-category suggestions.