publication . Article . 2004

Influencing the online consumer's behavior

Constantinides, Efthymios;
Open Access
  • Published: 01 Jan 2004
  • Country: Netherlands
Abstract
Addresses one of the fundamental issues of e-marketing: how to attract and win over the consumer in the highly competitive Internet marketplace. Analyses the factors affecting the online consumer's behavior and examines how e-marketers can influence the outcome of the virtual interaction and buying process by focusing their marketing efforts on elements shaping the customer's virtual experience, the Web experience. Identifying the Web experience components and understanding their role as inputs in the online customer's decision-making process are the first step in developing and delivering an attractive online presence likely to have the maximum impact on Intern...
Subjects
free text keywords: IR-60309, METIS-217797
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