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Interdisciplinary Research Frameworks of Online Behaviors: Critical Review from a Marketing Perspective


  • Lazoc Alina

    () (Dimitrie Cantemir Christian University, Faculty of Management in Tourism and Commerce Timisoara)


The present paper sets out to outline the theoretical frameworks and the research methods that may be used in addressing general issues of web behaviors and in formulating new researchable marketing questions. In view of this, we provide a brief literature review in three major areas of web research (marketing, media management and communication studies) and reveal advantages and major shortcomings of each framework considered (the Flow Theory, the Multimedia Convergence Paradigm and the Uses and Gratifications conceptual framework). Drawing on the results of the literature review we finally formulate our future research directions concerning online informational, search and shopping behaviors. Drawing on the selective interdisciplinary literature review we are proposing several steps in designing a research study concerning consumers' online experiences during shopping activities and during product and product information search.

Suggested Citation

  • Lazoc Alina, 2012. "Interdisciplinary Research Frameworks of Online Behaviors: Critical Review from a Marketing Perspective," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 790-794, Decembre.
  • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:2:p:790-794

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    web behaviors; motivations and experiences; profile development; causal models;

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software


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