Dennis, Charles, Merrilees, Bill, Jayawardhena, Chanaka and Wright, Len Tiu (2009) E-consumer behaviour. European journal of marketing, 43 (9/10). pp. 1121-1139. ISSN 0309-0566Metadata only available from this repository.
Purpose – The primary purpose of this paper is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e-consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being under-explored.
Design/methodology/approach – The paper is discursive, based on analysis and synthesis of e-consumer literature.
Findings – Despite a broad spectrum of disciplines that investigate e-consumer behaviour and despite this special issue in the area of marketing, there are still areas open for research into e-consumer behaviour in marketing, for example the role of image, trust and e-interactivity. The paper develops a model to explain e-consumer behaviour.
Research limitations/implications – As a conceptual paper, the study is limited to literature and prior empirical research. It offers the benefit of new research directions for e-retailers in understanding and satisfying e-consumers. The paper provides researchers with a proposed integrated model of e-consumer behaviour.
Originality/value – The paper links a significant body of literature within a unifying theoretical framework and identifies of under-researched areas of e-consumer behaviour in a marketing context.
|Subjects:||H Social Sciences > HB Economic Theory|
|Schools:||The Business School|
|Depositing User:||Sharon Beastall|
|Date Deposited:||13 Oct 2011 13:39|
|Last Modified:||13 Oct 2011 13:39|
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