Consumer purchasing on the Internet:: Processes and prospects
Much of the business transacted over the Internet today is in the business-to-business sphere. Outside of specialised niche areas like information technology and other information-based products, business-to-consumers commerce is relatively undeveloped. One principle that holds true in the marketspace is that before cybermarketers can effectively respond to consumer demand, they must understand consumer behaviour. Internet marketers should revisit traditional models of consumer behaviour, examine their underlying assumptions, and explore their validity in the new Internet context. A standard model of the consumer buying behaviour processes is applied to purchasing situations on the Internet, with a view to comparing traditional marketplace transactions with the emerging virtual marketspace. Understanding consumer behaviour in Internet purchasing remains the marketing management imperative.
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Volume (Year): 16 (1998)
Issue (Month): 5 (October)
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