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Article
Publication date: 11 August 2014

Shannon Cummins, James W. Peltier, John A. Schibrowsky and Alexander Nill

– The purpose of this article is to review the consumer behavior and social network theory literature related to the online and e-commerce context.

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17217

Abstract

Purpose

The purpose of this article is to review the consumer behavior and social network theory literature related to the online and e-commerce context.

Design/methodology/approach

To conduct the review, the authors draw on a sample of 942 articles published from 1993 to 2012 addressing consumer behavior or social network issues in the online or social media context. The sample is analyzed by both era (incubation, expansion and explosion) and primary topic.

Findings

Eight categories of online consumer behavior research are described. In the order from largest to smallest, these are: cognitive issues, user-generated content, Internet demographics and segmentation, online usage, cross cultural, online communities and networks, strategic use and outcomes and consumer Internet search.

Originality/value

The literature has been summarized in each category and research opportunities have been offered for consumer behavior and social network scholars interested in exploring the online context.

Details

Journal of Research in Interactive Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 1 May 2001

Ronald E. Goldsmith

A total of 117 student consumers participated in a longitudinal survey of their purchasing behavior for three product categories: snack foods, CDs, and skin care. The…

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6155

Abstract

A total of 117 student consumers participated in a longitudinal survey of their purchasing behavior for three product categories: snack foods, CDs, and skin care. The Domain Specific Innovativeness Scale was included in the survey to measure how innovative participants were with regard to buying online. It was hypothesized that an innovative predisposition toward online buying would be associated positively with more hours of Internet use, greater Internet purchasing, higher likelihood of future Internet purchase, and use of the Internet to download music. The data analyses confirmed all these hypotheses. Few respondent demographics, however, were related to any of these variables. These results demonstrate that the Domain Specific Innovativeness Scale is a reliable and valid measure of this potentially important construct; and that Internet innovativeness functions as predicted by theories of consumer innovative behavior, thereby increasing the generalizability of these theories and yielding potentially important information for e‐commerce managers.

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Internet Research, vol. 11 no. 2
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 1 December 2002

Shwu‐Ing Wu

This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and…

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23907

Abstract

This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and consequences of consumer behavior. The research first determined the factors that influence the degree of Internet marketing involvement then established the different involvement degree clusters by measured involvement. Finally, the relationship among influence factors, Internet marketing involvement degree, and consequences of consumer behavior was analyzed. Based on the research findings, this paper discusses the possible Internet marketing strategies for a variety involvement degree clusters.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 14 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 16 November 2010

Yun Kuei Huang and Wen I. Yang

The purpose of this paper is to gain a better understanding of the motives of consumers in the dissemination of book reviews on the internet. It aims to present an…

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1178

Abstract

Purpose

The purpose of this paper is to gain a better understanding of the motives of consumers in the dissemination of book reviews on the internet. It aims to present an exploratory investigation followed by an empirical study that seeks to analyze the effects of such motives on the communication behavior of consumers.

Design/methodology/approach

A study was conducted of both traditional and online focus groups to investigate from a broad perspective why consumers disseminate internet book reviews. A survey was also carried out of the disseminators of internet book reviews which aimed to assess the influence and importance of the motives on dissemination behavior.

Findings

The pluralistic approach to research methods adopted in this study reveals that a desire for sharing, venting negative feelings, and social interaction, as well as product involvement are the main motives why consumers disseminate internet book reviews. At the same time, except for venting negative feelings, all the motives generate positive influences on dissemination behaviors.

Practical implications

The findings can serve as a reference in the management and marketing strategies of book reviews for internet platform owners (e.g. internet bookstores or other shops) that provide book reviews. It is also envisioned that internet book reviews can recommend good books or promote the borrowing of books from libraries, and it is hoped that this study will serve as a reference for such promotion.

Originality/value

The broad applications of electronic word‐of‐mouth (eWOM) and their relevant benefits have been generally recognized by individuals and companies. This paper explores the motives and effects of word‐of‐mouth associated with book reviews online and makes relevant recommendations for management.

Details

The Electronic Library, vol. 28 no. 6
Type: Research Article
ISSN: 0264-0473

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Article
Publication date: 15 February 2008

Yun Kuei Huang and Wen I. Yang

This paper aims to present an exploratory investigation that was used to understand consumer motives for reading internet book reviews as well as the effects of these…

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2189

Abstract

Purpose

This paper aims to present an exploratory investigation that was used to understand consumer motives for reading internet book reviews as well as the effects of these reviews on purchasing behavior.

Design/methodology/approach

First, focus group interviews of 45 subjects who regularly read internet book reviews and have purchased online books were conducted. Then, content analysis was used to document the rich and diverse experiences and viewpoints of the interview participants.

Findings

This exploratory study uncovered five main motives behind the reading of internet book reviews by consumers and illustrated the effects of these reviews and opinions on consumers' purchasing and communication behavior.

Practical implications

The results of this study can help online booksellers to understand the role played by consumers' motives for reading internet book reviews in the book‐purchasing process, and the resulting influences on purchases. At the same time, the results can serve as a reference in establishing book review management and marketing strategies.

Originality/value

Searching online word‐of‐mouth reviews has become an important link in consumers' purchasing decision making. The present study investigates consumer thoughts on motives for reading internet book reviews and their effects, and puts forward several management suggestions.

Details

The Electronic Library, vol. 26 no. 1
Type: Research Article
ISSN: 0264-0473

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Article
Publication date: 25 May 2012

Constanza Bianchi and Lynda Andrews

The purpose of this study is to investigate Chilean consumers’ online purchase behaviour with a specific focus on the influence of perceived risk and trust. Studies of…

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14126

Abstract

Purpose

The purpose of this study is to investigate Chilean consumers’ online purchase behaviour with a specific focus on the influence of perceived risk and trust. Studies of this nature have been conducted quite extensively in developed countries and in cross‐cultural comparative studies most noticeably comparing the USA with Asian countries. However, examining consumers’ perceived risk and trust with online purchasing in a Latin American context is very limited. While not a cross‐cultural study, this gap is addressed in the literature with an empirical study conducted in Chile. Moreover, it aims to address calls to investigate consumers’ post adoption acceptance of a technology to gain insights into which factors are most influential in explaining continuance behaviour.

Design/methodology/approach

The paper tests a model of the influence perceptions of risk and trust on consumers’ attitudes and intentions to continue purchasing on the internet. An online survey method is used. The sample consists of 176 Chilean consumers who purchase online. The data were analysed using structural equation modelling (SEM).

Findings

The analysis reveals that perceived risk online had an inverse relationship with consumers’ attitude and that attitude has a positive influence on intentions to continue purchasing. Of the trust factors examined, trust in third party assurances and a cultural environment of trust have the strongest positive influence on intentions to continue purchasing online, whereas trust in online vendors and a propensity to trust were both insignificant.

Practical implications

In a Latin American context, for marketers in domestic and global companies these results identify which trust beliefs have the most effect on consumer continuance behaviour towards purchasing online. Additionally, this research shows that consumers in a Latin American country, recognized as a collectivist, high risk avoidance culture, are willing to continue making purchases online despite the risks involved.

Originality/value

The study and its results is one of few available that investigates consumers’ perceptions of risk and trust for online purchasing in a Latin American country. The value of the findings provides an insight into the specific trust factors that influence post adoption behaviour; that is Chilean consumers’ continued purchasing online. The findings add value not only to the literature on the Latin American population's e‐commerce behaviour, but also have managerial implications for domestic and global companies considering offering online retailing for consumers in this region where internet penetration rates are very high, but local e‐commerce availability is low.

Details

International Marketing Review, vol. 29 no. 3
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 December 2003

Alan D. Smith and William T. Rupp

Online shopping phenomena are governed by a number of consumer acceptance and behaviour characteristics and grounded in theoretical aspects of consumer decision making…

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17888

Abstract

Online shopping phenomena are governed by a number of consumer acceptance and behaviour characteristics and grounded in theoretical aspects of consumer decision making. There are a number of factors that affect what we buy, when we buy, and why we buy. In reference to buying online, the factors that influence consumers are marketing efforts, socio‐cultural influences, psychological factors, personal questions, post‐decision behaviour, and experience. These factors will be further discussed by way of a consumer decision‐making model for online shoppers.

Details

Online Information Review, vol. 27 no. 6
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 1 June 2015

Rambalak Yadav, Vikas Chauhan and Govind Swaroop Pathak

The purpose of this paper is to understand the consumer’s intention toward internet banking adoption in Indian context by combining two theories; theory of planned behavior

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1786

Abstract

Purpose

The purpose of this paper is to understand the consumer’s intention toward internet banking adoption in Indian context by combining two theories; theory of planned behavior (TPB), technology acceptance model (TAM) and an additional construct, i.e. perceived risk.

Design/methodology/approach

A questionnaire based survey was conducted to collect responses from young consumers (210 usable responses). Data were analyzed using structural equation modeling to evaluate the strength of relationship.

Findings

The result shows that perceived usefulness, attitude, subjective norm and perceived behavioral control significantly influences the consumer’s intention to adopt internet banking whereas perceived risk failed to show any significant influence over intention to adopt internet banking.

Research limitations/implications

The study is limited to young consumers (i.e. professional students) only. Further, the study concerns itself with consumer’s intention not actual behavior.

Practical implications

The finding will be useful for bank officials for devising strategies and policies related to internet banking in the Indian scenario.

Originality/value

The paper is one of the initial attempts in Indian context to understand the consumer’s intention to adopt internet banking by combining TPB and TAM theories.

Details

International Journal of Bank Marketing, vol. 33 no. 4
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 September 2001

Jennifer Rowley and Frances Slack

Summarizes the papers presented at The Second Marketing Science and the Internet Conference entitled: “Understanding Consumer Behaviour on the Internet”, held in Los…

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3992

Abstract

Summarizes the papers presented at The Second Marketing Science and the Internet Conference entitled: “Understanding Consumer Behaviour on the Internet”, held in Los Angeles, 28‐30 April 2000. Identifies key topical issues and future research agendas. Starts from the premise that research into consumer behaviour in the e‐marketplace is in its infancy, and that a variety of different types of contributions will be necessary to achieve a more informed understanding of consumer behaviour in this new context. Groups current work under four headings: cognition – concerned with the consumer response to specific features embedded in the interface between the consumer and the organisation; customisation – which reviews the various options for personalisation in the marketing exchange, and their effectiveness and acceptability to the consumer; cumulation – which explores the cumulative effect of consumer behaviour on the marketplace; and context – concerned with the relativities between online and traditional retailing and business environments.

Details

International Journal of Retail & Distribution Management, vol. 29 no. 9
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 13 March 2017

Isabelle Gallant and Manon Arcand

The purpose of this study is to investigate consumer characteristics (gender, subjective knowledge of product category, susceptibility to social influence, attitude to…

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1612

Abstract

Purpose

The purpose of this study is to investigate consumer characteristics (gender, subjective knowledge of product category, susceptibility to social influence, attitude to internet shopping and internet use) having a bearing on the proportion of online information searches conducted using personal and impersonal information sources, and to explore which of these factors impact the use of electronic word-of-mouth (eWOM).

Design/methodology/approach

A real-time longitudinal design is used to survey 274 consumers about their information searches when shopping for high involvement goods.

Findings

Susceptibility to normative social influence and internet use prove the main drivers of the inclination to resort to the internet to conduct searches using personal information sources. Subjective knowledge also positively impacts the proportion of time spent online conducting searches using personal information sources. Men and consumers with a positive attitude to internet shopping use a greater proportion of impersonal online information sources. Complementary analyses show that the use of eWOM is driven by almost all consumer characteristics (except gender) investigated.

Originality/value

By using a real-time longitudinal approach, this study directly addresses calls for more research into information searches by investigating multi-channel source use in actual purchase situations and minimizing bias relating to forgotten information, while facilitating the collection of more valid data on consumer information search behaviour. The paper also ranks as one of the first to revisit the drivers of the proportion of online information sources in personal and impersonal sources in the era of Web 2.0.

Details

Journal of Research in Interactive Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

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