"Consumer behavior in the online context" by Shannon Cummins, James W. Peltier et al.
 

Author ORCID Identifier

Cummins - https://orcid.org/0000-0001-7634-4940

Document Type

Article

Publication Date

8-11-2014

Publication Title

Journal of Research in Interactive Marketing

Volume

8

Issue

3

First Page

169

Last Page

202

DOI

https://doi.org/10.1108/JRIM-04-2013-0019

Abstract

The purpose of this article is to review the consumer behavior and social network theory literature related to the online and e-commerce context.

Design/methodology/approach

To conduct the review, the authors draw on a sample of 942 articles published from 1993 to 2012 addressing consumer behavior or social network issues in the online or social media context. The sample is analyzed by both era (incubation, expansion and explosion) and primary topic.

Findings

Eight categories of online consumer behavior research are described. In the order from largest to smallest, these are: cognitive issues, user-generated content, Internet demographics and segmentation, online usage, cross cultural, online communities and networks, strategic use and outcomes and consumer Internet search.

Originality/value

The literature has been summarized in each category and research opportunities have been offered for consumer behavior and social network scholars interested in exploring the online context.

Comments

This is an Accepted Manuscript of an article published by Emerald in [Journal of Research in Interactive Marketing] on August 11, 2014, available online: https://doi.org/10.1108/JRIM-04-2013-0019

This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) license. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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