Antecedents and Consequences of Online Consumer Learning PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Antecedents and Consequences of Online Consumer Learning PDF full book. Access full book title Antecedents and Consequences of Online Consumer Learning by Nadia Steils. Download full books in PDF and EPUB format.
Author: Nadia Steils
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
Get Book Here
Book Description
Learning is a fundamental process underlying consumer behavior. This is especially true when (new) products or services are purchased and used for the first time. Existing research in psychology and marketing has focused on pedagogical principles to explain how consumers learn to use products in offline settings. This research aims to broaden this scope by exploring learning processes in online contexts and by drawing on an andragogical, i.e. adult learning, and cognitive perspective. Using a multi-method approach based on a qualitative study including semi-structured interviews and non-participant observations, and a quantitative part involving a survey and experiments, our results contribute to the understanding of consumer e-learning. First, we identify how and by which processes adult consumers learn in an online environment. Second, we determine andragogical and online factors that help reducing consumers' cognitive effort in new product learning, and consequently improve their appropriation of the product usage. In a context in which the ineffectiveness of traditional step-by-step instructions leads to reduced insight-based learning and product usage intention, this research contributes theoretically to the field of consumer learning by investigating consumer learning from an andragogical and cognitive perspective, and addressing critical issues such as product unlearning.
Author: Nadia Steils
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
Get Book Here
Book Description
Learning is a fundamental process underlying consumer behavior. This is especially true when (new) products or services are purchased and used for the first time. Existing research in psychology and marketing has focused on pedagogical principles to explain how consumers learn to use products in offline settings. This research aims to broaden this scope by exploring learning processes in online contexts and by drawing on an andragogical, i.e. adult learning, and cognitive perspective. Using a multi-method approach based on a qualitative study including semi-structured interviews and non-participant observations, and a quantitative part involving a survey and experiments, our results contribute to the understanding of consumer e-learning. First, we identify how and by which processes adult consumers learn in an online environment. Second, we determine andragogical and online factors that help reducing consumers' cognitive effort in new product learning, and consequently improve their appropriation of the product usage. In a context in which the ineffectiveness of traditional step-by-step instructions leads to reduced insight-based learning and product usage intention, this research contributes theoretically to the field of consumer learning by investigating consumer learning from an andragogical and cognitive perspective, and addressing critical issues such as product unlearning.
Author: Suki, Norazah Mohd
Publisher: IGI Global
ISBN: 1799830438
Category : Business & Economics
Languages : en
Pages : 299
Get Book Here
Book Description
With the increasing prevalence of information, communication, and technology, including social media, in the digital economy, leveraging consumer behavior and psychology has become a dominant ground for researchers and practitioners to inspect the trends, opportunities, and challenges to social networking service (SNS) developers and online firms. These platforms have become a key channel for social interactions and networking among individuals and online communities to leverage business activities in respect to product and service visibility and sustainability via the internet. Leveraging Consumer Behavior and Psychology in the Digital Economy is a pivotal reference source that provides current research on topics relevant to consumer behavior, consumer psychology, consumer value, customer satisfaction, and loyalty and how best to utilize this research consumer behavior and psychology in the digital economy. Emphasizing critical topics in the field of consumer behavior research, this publication is a wide-ranging resource for professionals, practitioners, marketers, retailers, business managers, academics, researchers, and graduate-level students interested in the latest material on consumer behavior and psychology in the digital economy.
Author: Yeshika Alversia
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
Get Book Here
Book Description
The purpose of this paper is to identity the consumer-based antecedents of online Consumer Engagement Behavior (online-CEB). CEB refers to non-transactional behavior focusing on brands, products or firms, with a direct or indirect impact on firm performance. In an interconnected world, non-transactional consumer behavior is likely to become more relevant. Consumers nowadays are much more empowered than before due to their almost unlimited access of information. Social media websites such as Facebook, YouTube and Twitter provide unlimited means for consumers to interact, express, share and create content about products or brands. Thus, firms that ignore non transactional behavior may lose opportunities and suffer from negative reputation effects (Kumar et al., 2010; Rust, Lemon, and Zeithaml, 2004). Furthermore, by ignoring non transactional behavior, a firm may calculate returns on marketing activities inaccurately (Rust, Lemon, and Zeithaml, 2004). Non-transactional consumer acts such as e-WOM, online product reviews, or product related weblogs indicate consumers' online engagement with specific brands, products or firms, and are therefore likely to directly or indirectly impact fims (Muntinga et al., 2011). Verhoef, van Doom, and Dorotic (2007) suggest that understanding and managing online-CEB is an inlportant practice to maximize the value of a firm's customer. A recent study by Brodie eta!. (2011) indicates that consumer engagement enhances loyalty and satisfaction, empowerment, connection, emotional bonding, trust and commitment. Therefore, firms must examine the antecedents of CEB, specifically in online context due to the rise of social networking sites, in order to understand its nature and manage it appropriately. This study begins by reviewing the existing literature on online-CEB and contributes to knowledge by identifying and hypothesising the relationships between the consumer based antecedents of online CEB. A conceptual model is developed and an empirical research has been carried out. The samples of this study were collected through online survey, and the data analysis was conducted using the Structural Equation Modelling. The result of this study identifies four relational concepts as the consumer-based antecedents of online-CEB, including consumer product involvement, consumer brand attitude, emotion toward a brand, and brand attachment.
Author: William W. Hill (II.)
Publisher:
ISBN:
Category :
Languages : en
Pages : 472
Get Book Here
Book Description
Author: Curtis P. Haugtvedt
Publisher: Psychology Press
ISBN: 1135608105
Category : Business & Economics
Languages : en
Pages : 685
Get Book Here
Book Description
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.
Author: Leroy Robinson, Jr.
Publisher: Springer
ISBN: 3319109634
Category : Business & Economics
Languages : en
Pages : 388
Get Book Here
Book Description
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2008 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, BC, Canada.
Author: Chip R. Bell
Publisher: Berrett-Koehler Publishers
ISBN: 1605099775
Category : Business & Economics
Languages : en
Pages : 266
Get Book Here
Book Description
In an era of economic stress, rapid change, and social networking, customers are distracted, disgruntled, and harder to please than ever. Picky, Fickle, Vocal, Wired, and Vain – they have very little tolerance for error and are ready to spread the word quickly over the internet when things go wrong. If a companyÆs customer service doesnÆt adapt to these new conditions, they will get burned by bloggers and viral videos that can severely damage their reputation. This book describes exactly what todayÆs customers expect and how to give it to them. In Wired and Dangerous, Bell and Patterson provide a tested formula for restoring balance to the customer relationship by establishing what they call “Service Calm”. The three steps to Service Calm sound simple, but they draw on sophisticated psychological principles and are profound in application: 1) Deal with Self, 2) Deal with Customer, 3) Deal with Context.
Author: Elaine Khoo
Publisher: Springer
ISBN: 9811070598
Category : Education
Languages : en
Pages : 111
Get Book Here
Book Description
This book explores the notion of software literacy, a key part of digital literacy which all contemporary students and citizens need to understand. Software literacy involves a critical understanding of how the affordances and conceptual approaches of everything from operating systems, creative apps and media editors, to software-based platforms and infrastructures work to inform and shape the ways we think and act. As a cultural artefact, programing code plays a role in reproducing, reinforcing, and augmenting existing cultural practices, as well as generating completely new coded practices. A proposed three-tier framework for software literacy is the focus for a two-year empirical investigation into how tertiary students become more literate about the nature and implications of software they encounter as part of their tertiary studies. Two case studies of software learning and use in university-level engineering and screen & media studies courses are presented, investigating the mapping of students’ trajectory of the learning of desktop applications against this framework for software literacy. Though the book’s focus is primarily educational, its content also has implications for any field that makes use of software and information & communication technology systems and applications. As such, the book will be of interest to all readers whose work involves the challenges and opportunities presented by software-based teaching and learning; and to those interested in how software impacts the workplace and leisure activities that make up our day-to-day lives.
Author: Bernard Barber
Publisher:
ISBN:
Category : Social Science
Languages : en
Pages : 208
Get Book Here
Book Description
Author: Gong Sun
Publisher: Frontiers Media SA
ISBN: 2832507433
Category : Science
Languages : en
Pages : 438
Get Book Here
Book Description
