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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Consumer Preferences For Online And Offline Resources In The Process Of Buying A High Involvement Service Bundle: A Qualitative Exploration, Robert G. Grant
Consumer Preferences For Online And Offline Resources In The Process Of Buying A High Involvement Service Bundle: A Qualitative Exploration, Robert G. Grant
Robert Grant
Adding online resources to a promotional mix adds a new level of complexity to marketing communications. The challenge for marketers is to retain a focus on value delivery which requires understanding both main effects and interactions between communication and promotional methods. This paper reports a qualitative study preceding a non-discrete choice experiment simulation to research information source effects at different stages of the buying process for different service types.
Determination Of Consumer Context In An Online Transaction Process For A High Risk Purchase, Robert G. Grant, Rodney J. Clarke, Elias Kyriazis
Determination Of Consumer Context In An Online Transaction Process For A High Risk Purchase, Robert G. Grant, Rodney J. Clarke, Elias Kyriazis
Robert Grant
This paper showcases/discusses a method of analyzing consumer website behavior that enables real-time purchase context identification. Such analysis will enable online vendors to serve content that is relevant to the consumer’s needs, addressing the apparent utility deficit that websites have for complex product transactions. The use of communication theory is a key component of a value co-creation process that leverages the data derived from website interactivity by analyzing the meaning of consumer activity on a website. Such an approach offers insights into the effect of information accessed by consumers in real time, enabling a responsive system for serving information in …