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Non-price online consumer purchase point value
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Information Systems and Project Management.
2010 (English)Conference paper, (Refereed)
Abstract

Online consumer point of purchase behaviour is typically dealt with as a number of functional website pages that do not necessarily address the consumer's needs. Academic literature similarly takes purchase point behaviour as one of the stages of a buying process and fails to address the complexity of dynamic customer needs in this stage of a process. Such glossing of purchase point activity leads to poor understanding of value for consumers engaged in purchase of a preferred option. This paper points to online consumer purchase point needs by reviewing literature relating to utility factors and perceived risk for complex purchases online. The review shows the complexity of the process and outlines research required to better understand this crucial step in a purchase process. Further, the paper raises the possibility of a system offering real time responsiveness to dynamic needs in what is likely to be a multi-modal process

Place, publisher, year, edition, pages
Coventry, England: Academy of Marketing , 2010.
National Category
Information Systems
Research subject
Information Systems
Identifiers
URN: urn:nbn:se:kau:diva-10121OAI: oai:DiVA.org:kau-10121DiVA: diva2:493641
Conference
Proceedings of the Academy of Marketing Conference (pp. 78-96)
Available from: 2012-02-08 Created: 2012-02-08 Last updated: 2013-06-12Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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