Applying Online Behavioral Models in Internet Retailing: Understanding Consumer Behavior in Online Marketing - Couverture souple

Vinerean, Simona

 
9783659448454: Applying Online Behavioral Models in Internet Retailing: Understanding Consumer Behavior in Online Marketing
Couverture souple
ISBN 10 : 3659448451 ISBN 13 : 9783659448454
Editeur : LAP LAMBERT Academic Publishing, 2013

Synopsis

With the tremendous growth of the Internet and e-commerce, marketing has sustained multiple evoultions especially in relation to online consumer behavior as e-consumers exhibit a profound change in their purchasing experience. In this context, this book tests four theoretical models frequently used to explain online consumer behavior: technology acceptance model, expectation confirmation theory, theory of planned behavior, flow theory. The first three models adapt the research hypotheses of each verified theory. For flow theory a new model is formed by including notable constructs from this theory, customized on e-shopping. Moreover, this book proposes a new integrated model of online shopping behavior that mixes central constructs from previous models with constructs that draw attention to consumer perceptions in e-commerce meant to impact e-loyalty. The analyses have important inputs in extending theoretical models and proposing new ones. Also, the book provides guidelines for web service providers that rely on online consumer behavior in their business models and need to develop marketing strategies by emphasizing certain factors to improve the customer shopping experience.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

With the tremendous growth of the Internet and e-commerce, marketing has sustained multiple evoultions especially in relation to online consumer behavior as e-consumers exhibit a profound change in their purchasing experience. In this context, this book tests four theoretical models frequently used to explain online consumer behavior: technology acceptance model, expectation confirmation theory, theory of planned behavior, flow theory. The first three models adapt the research hypotheses of each verified theory. For flow theory a new model is formed by including notable constructs from this theory, customized on e-shopping. Moreover, this book proposes a new integrated model of online shopping behavior that mixes central constructs from previous models with constructs that draw attention to consumer perceptions in e-commerce meant to impact e-loyalty. The analyses have important inputs in extending theoretical models and proposing new ones. Also, the book provides guidelines for web service providers that rely on online consumer behavior in their business models and need to develop marketing strategies by emphasizing certain factors to improve the customer shopping experience.

Biographie de l'auteur

Simona Vinerean is Chief Executive Officer at Researching Marketing and a Ph.D. Student at The Bucharest University of Economic Sciences, Romania. Her main fields of research are consumer behavior, marketing research and online marketing, and her papers have appeared in various academic journals.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2013
Langue
anglais
ISBN 10 
3659448451
ISBN 13 
9783659448454
Reliure
Broché
Nombre de pages
136
Coordonnées du fabricant
non disponible
Personne responsable
KreGa Onlinehandel GmbH
4950000000000
info@krega-onlinehandel.de

Birkenweg 31
Brakel
33034
Allemagne