Applying Online Behavioral Models In Internet Retailing: Understanding Consumer Behavior In Online Marketing

Vinerean, Simona; Vinerean, Simona

ISBN 10: 3659448451 / ISBN 13: 9783659448454

Published by Lap Lambert Academic Publishing, 2013

About this Item

136 pages. 8.66x5.91x0.31 inches. In Stock.

Seller Inventory # 3659448451

Bibliographic Details

• Title: Applying Online Behavioral Models In Internet Retailing: Understanding Consumer Behavior In Online Marketing
• Publisher: Lap Lambert Academic Publishing
• Publication Date: 2013
• Language: English
• ISBN 10: 3659448451
• ISBN 13: 9783659448454
• Binding: Paperback
• Condition: Brand New
• Weight: 0.25 kilograms

About this title

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.

About the Author

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.