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Title:
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A REVIEW OF COMMON APPROACHES TO UNDERSTANDING ONLINE CONSUMER BEHAVIOUR |
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Author(s):
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Lillian Clark , Peter Wright |
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ISBN:
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972-8939-03-5 |
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Editors:
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Pedro Isaías, Piet Kommers and Maggie McPherson |
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Year:
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2005 |
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Edition:
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Single |
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Keywords:
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Human-Computer Interaction, Electronic Commerce, Consumer Behaviour, Online Shopping, Online Retail.- |
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Type:
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Full Paper |
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First Page:
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211 |
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Last Page:
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218 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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One of the main changes in modern consumer behaviour has been the transition from a passive to an active and informed consumer, and one of the key tools of this so-called postmodern online consumer has been the Internet. An examination of previous research into online consumer behaviour shows that there may be significant differences from their terrestrial counterparts, however problems of demographic bias, lack of observational data and the Internets rapid pace of change may have made it difficult to accurately model this behaviour. This paper reviews research into the various issues that may differentiate online consumer behaviour, and concludes that a more comprehensive approach to modelling online consumer behaviour is needed in order to coherently describe the online consumer experience. |
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