E-consumer behaviour

Dennis, Charles; Merrilees, Bill; Jayawardhena, Chanaka; Tiu Wright, Len

Abstract

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. © Emerald Group Publishing Limited.

Citation

Dennis, C., Merrilees, B., Jayawardhena, C., & Tiu Wright, L. (2009). E-consumer behaviour. European Journal of Marketing, 43(9/10), 1121-1139. https://doi.org/10.1108/03090560910976393

• Journal Article Type: Article
• Publication Date: Sep 18, 2009
• Deposit Date: Nov 13, 2014
• Journal: European Journal Of Marketing
• Print ISSN: 0309-0566
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 43
• Issue: 9/10
• Pages: 1121-1139
• DOI: https://doi.org/10.1108/03090560910976393
• Keywords: Marketing
• Public URL: https://hull-repository.worktribe.com/output/466422