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Online Shopping Intentions
Anne Fota
其他書名
Antecedents and Moderators of Shopping Intention Formation in New Fields of E-Commerce
出版
Springer Nature
, 2022-05-13
主題
Business & Economics / Marketing / General
Business & Economics / Sales & Selling / General
Business & Economics / Advertising & Promotion
ISBN
3658376627
9783658376628
URL
http://books.google.com.hk/books?id=7bpvEAAAQBAJ&hl=&source=gbs_api
EBook
SAMPLE
註釋
In this book, the drivers and barriers that motivate or inhibit consumers to participate in e-commerce are investigated, differentiating between the e-commerce subareas of cross-border e-commerce, voice-commerce, conversational-commerce and rental-commerce. This specification is both scientifically and practically relevant, as the different subareas of e-commerce serve different consumer needs and motivations, resulting in a diverse set of antecedents to form consumers' online shopping intentions. Both the respective literature reviews as well as the empirical results of six conducted research studies illustrate the relevance and ubiquity of the four subareas of e-commerce in consumers' everyday online shopping. On the one hand, the results represent an important basis for marketing and consumer research to support a better understanding of the behavioral psychological motives of consumers and better evaluate correlations in shopping behavior. On the other hand, practitioners benefit from the newly gained insights, as online retailers in particular can use them to better adapt their offers to consumer needs and optimize consumers’ online shopping experience.