Steven Sowma
eBook, ePUB

Online Consumer Information Search Behavior and the Source Site Target Codification Model (eBook, ePUB)

Understanding the Role of Select Individual Demographics, Internet Attributes, and Internal and External Sources of Involvement

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Doctoral Thesis / Dissertation from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, Union Institute & University, course: Consumer-Web Behavior, Online Search Behavior, Online Cognition, Online Marketing, language: English, abstract: Despite the prevalent use of the Web for consumer information searches, very little is known about this behavior or the influences that individual and contextual factors may have on it. Moreover, no methodology exists for comprehensively measuring the complex array of behaviors that occur during a consumer Web session. Acc...

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