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Research needs for assessing online value creation in complex consumer purchase process behavior
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Information Systems and Project Management.
2010 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, Vol. 17, no 1, 53-60 p.Article in journal (Refereed)
Abstract

Consumers face considerable frustration when purchasing structurally and/or semantically complex

high-involvement products online. Reliance on computer-mediated communications for their

information needs may result in functional and emotional frustration from information overload

and lack of personal trust. This paper proposes a responsive real-time information system as a proxy for

a perceptive sales representative who assesses customer needs based on information exchanges and

then offers appropriate responses. By tracking and analyzing a consumers online activity, vendors can

offer information relevant to the consumers real-time needs, facilitating their purchase process. In

essence, this is a real-time value co-creation process based on the consumer offering cues to vendors

through their key strokes and mouse click activity. This allows for differentiated information offerings

for inexperienced and more experienced consumers, creating value by dynamic information serving.

Where appropriate value is created, consumers will experience less frustration and continue online,

rather than possibly moving offline or to alternative vendors. In examining the bases of consumer

information needs in complex purchases, this paper identifies the data required to enable a responsive

dialog between vendors and consum

Place, publisher, year, edition, pages
2010. Vol. 17, no 1, 53-60 p.
National Category
Information Systems
Research subject
Information Systems
Identifiers
URN: urn:nbn:se:kau:diva-10122OAI: oai:DiVA.org:kau-10122DiVA: diva2:493642
Available from: 2012-02-08 Created: 2012-02-08 Last updated: 2013-06-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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Language
  • de-DE
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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