Online consumer behavior

Part 1 of ebook "Mobile marketing channel: Online consumer behavior" provides readers with contents including: Chapter 1 - Online consumer behavior and marketing; Chapter 2 - Mobile marketing channel; Chapter 3 - Scope of short messaging service as a marketing channel;...

84p giangmacvien 22-06-2024 2 1   Download

Part 2 of ebook "Mobile marketing channel: Online consumer behavior" provides readers with contents including: Chapter 4 - Effective mobile channel; Chapter 5 - Design of the mobile channel structure; Chapter 6 - Target marketing and development of the communication channel; Chapter 7 - Conclusion;...

66p giangmacvien 22-06-2024 2 1   Download

This research aimed to consider the importance of digital transformation and digital marketing on consumer behavior, along with studying the indirect impact of this relationship through brand positioning. The authors conducted a survey of 300 leaders of small and medium-sized enterprises (SMEs) on “The impact of digital transformation and digital marketing on the brand positioning and consumer behavior” through online and direct forms using pre-designed questionnaires.

13p leminhvu111 07-06-2024 4 0   Download

Ebook "Advances in national brand and private label marketing: Third international conference, 2016" presents the latest research on national brand and private label marketing, in the form of original, rigorous and relevant contributions from the 2016 National Brands and Private Label Marketing conference in Barcelona. It covers retailing-related topics, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer behavior, economic crisis, strategies in growth, and mature private labels.

159p giangdongdinh 30-05-2024 2 2   Download

Ebook "Cultural perspectives in a global marketplace: Proceedings of the 2010 cultural perspectives in marketing conference" provides readers with contents including: cultures, regions, and identity; cross-cultural ethics and social responsibility; marketing strategy and performance; consumer behavior across cultures; business-to-business marketing across cultures; cross-cultural research methodology;...

160p giangdongdinh 30-05-2024 2 2   Download

The purpose of this research is to find out what factors influence online conspicuous consumption behavior and how social media usage affects those factors. Applying a quantitative approach, an integrative model is proposed based on social comparison theory and a sample data size of 472 is collected from social media users.

17p vijaychest 16-05-2024 0 0   Download

"What's up Omni? The relationship between Omni-channel supply chain and logistics service quality in influencing online purchasing behaviour" investigates the relationship between the Omni-channel supply chain and logistics service quality in influencing online purchasing behavior. A survey-based approach is used to collect data from consumers about their perceptions. Overall, the study had enhanced the understanding of the relationship between the Omni-channel supply chain and logistics service quality with online purchasing behavior.

8p longtimenosee07 29-03-2024 3 1   Download

The purpose of this study is to develop a better understanding of factors affecting online shopping behavior via e-commerce platforms among Vietnamese consumer. The survey was conducted online by 346 consumers in Vietnam to test the proposed conceptual model of online shopping intention using multiple regression analysis.

11p vimarillynhewson 02-01-2024 6 1   Download

Ebook "Handbook of consumer finance research" summarizes the state of consumer finance research across disciplines for expert findings on and strategies for enhancing—consumers’ economic health. New and revised chapters offer current research insights into familiar concepts (retirement saving, bankruptcy, marriage and finance) as well as the latest findings in emerging areas, including healthcare costs, online shopping, financial therapy, and the neuroscience behind buyer behavior.

379p loivantrinh 29-10-2023 7 5   Download

In this article, the author explores the RACE digital marketing framework, the ACT approach, and case studies on the success of conversion rate optimization (CRO) from several firms in the past. In particular, the author will provide firms that adapt their tactics in conditions of conversion rate optimization (CRO) to the new normal with a wealth of relevant information to assist many businesses in overcoming the terrible pandemic.

15p viindra 06-09-2023 7 4   Download

Ebook "Advertising, promotion, and other aspects of Integrated marketing communications (Ninth edition)" discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Delivering the fundamentals you need, the text focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more.

754p tichhythan 17-08-2023 12 8   Download

E-commerce development led to the explosion of online payment. Consumers have many choices when deciding on the online payment method for each transaction. Using a combination of both qualitative and quantitative methods, this study explores the factors that influence consumers' online payment method decision behavior in Vietnam.

17p visherylsandberg 18-05-2022 16 3   Download

The purpose of this study is to explore factors affecting behavior of students consuming environmentally friendly products. Based on literature review, the authors propose five hypotheses covering the influence of three attributes of Theory of Planned Behavior and extend this theory with two factors including environmental concern and price. Data collected from student survey through both online and offline were analyzed to test the proposed hypotheses.

11p alucardhellsing 04-05-2022 10 1   Download

Lecture Electronic Commerce (E-Commerce) - Chapter 8: Marketing and Advertising in E-Commerce provide students with knowledge about describe the factors that influence consumer behavior online; understand the decision-making process of consumer purchasing online; discuss the issues of e-loyalty and e-trust in electronic commerce (EC);...

42p bachnhuocdong 23-12-2021 15 3   Download

This study provides detailed information about impulse buying on social networking by exploring the relationship of these characteristics to the impulse buying behavior. Based on the SOR and CIFE models, we developed a theoretical model and demonstrated empirically that demonstrates online store stimuli, personalized advertising, and reliance on online word of mouth, impulse buying tendency, and on-line trust effect to impulse buying behavior. 198 questionnaires were collected from consumers using Facebook, mainly in Thai Nguyen.

15p huyetthienthan 23-11-2021 20 5   Download

Online advertisement or online television advertisement (TVC) are the most effective ways of communication. Researchers and marketers have turned their attention and resources into this channel, exploring the rules and reactions of those who accept advertising. The Z generation is a particularly important group of customers nowadays, representing the behavioral group and the unique qualities of people in the era of science and technology with many historic turning points. In fact, how did they react to TVC? There are some general studies about online advertising with consumers.

9p huyetthienthan 23-11-2021 16 4   Download

The online shopping cannot be considered as an emerging trend because it has become a standard way of doing business. The focus of online retailers’ interest should be aimed at the customer behavior during purchasing process. The aim of this paper is to describe and analyze the use of Internet in the pre-purchase stage of customers in selected countries. We found that there is a significant negative correlation between development indicators of nations and the use of Internet in pre-purchase stage of shopping.

6p huyetthienthan 23-11-2021 18 4   Download

Lecture Electronic commerce - Chapter 4: Consumer behavior, market research, and advertisement learning objectives: Describe the factors that influence consumer behavior online. Understand the decision-making process of consumer purchasing online. Describe how companies are building one-to-one relationships with customers. Explain how personalization is accomplished online. Discuss the issues of e-loyalty and e-trust in EC. Describe consumer market research in EC.

55p caphesuadathemtac 09-11-2021 25 4   Download

The aim of this research is to discuss and test the effect of the factors on Vietnamese consumers’ online shopping intention base on Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). The questionnaire was sent directly to the respondents and through the Internet.

13p viuchinaga2711 21-10-2021 25 4   Download

In this study, we used a framework that measures four indices of online impulse buying behavior: (1) Merchandise attractiveness, (2) Ease of use, (3) Enjoyment and (4) Website communication style. The model was tested using survey data from 102 respondents. Our results showed that merchandise attractiveness and website communication style are major driving forces behind impulse buying behavior on Shopee, while ease of use and enjoyment showed no significant effects on it.

12p viwendy2711 05-10-2021 27 6   Download