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

Vinerean, Simona

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

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

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.

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Verlag
LAP LAMBERT Academic Publishing
Erscheinungsdatum
2013
Sprache
Englisch
ISBN 10 
3659448451
ISBN 13 
9783659448454
Einband
Taschenbuch
Anzahl der Seiten
136
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
JustFiction Edition
customerservice@vdm-vsg.de

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Riga
1039
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