Interdisciplinary Research Frameworks of Online Behaviors: Critical Review from a Marketing Perspective
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.
Volume (Year): XII (2012)
Issue (Month): 2 (Decembre)
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