Differentiation in Online Retailing from a Consumer's Perspective – A Repertory Grid Approach

Abstract

Due to the highly competitive nature of the online retail environment, differentiation strategies are import for online retailers to gain competitive advantages and achieve a unique positioning on the market. However, little is known about perceptual dimensions used by consumers to make a distinction between online retailers. The present study addresses this research gap by using a repertory grid approach to identify points of difference between online retailers from a consumer’s perspective. The results have important implications for positioning strategies of online retailers and research on online store formats.

Keywords: Online Retailing, differentiation, consumer perspective, repertory grid