Value across fulfillment‐product categories of Internet shopping

The absence of a theoretically sound framework for delineating the various forms of Internet retailing may negate recognition of situation‐specific issues or engender insights being drawn from, and applied to, incompatible contexts. To address this gap, the fulfillment‐product classification scheme that segments Internet retailing into four categories was developed. Efforts were then directed towards providing a more detailed examination of perceived Internet shopping value than has to date been performed by examining the sources and inhibitors of utilitarian and hedonic value relative to each fulfillment‐product category. The interviews with experienced Internet shoppers generated theoretical and managerial insights pertaining to value, while the classification scheme has applications beyond that of the current research topic.