What drives consumers to shop online a literature review
From: John C.
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Both public and private sectors have given much attention to the concept customer satisfaction in the past couple of decades. Naturally, administrators have requested their staff to do customer satisfaction studies for their own organizations. An analyst or researcher must operationalize the concept of customer satisfaction in order to measure it. More importantly, in order to have validity for any measurements, the analyst needs to assume some model of the subject matter. This paper is divided into several sections.
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To address the potential endogeneity issues, we adopt an instrumental variable IV strategy, using the distance from the surveyed city to Wuhan as the instrumental variable. We show that our IV method is effective in minimizing potential bias. It is found that the share of confirmed COVID cases increases the possibility of consumers purchasing food online. This is more likely to be the case for young people having a lower perceived risk of online purchases and living in large cities. Despite some limitations, this paper has policy implications for China and other countries that have been influenced by the COVID epidemic.
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Visit for more related articles at Journal of Internet Banking and Commerce. Today, every nation in the globe has their smaller and specialized fashion industries that cater to specific national, regional, cultural, or religious markets. These industries operate in parallel with the global fashion industry on a minor and localized scale. This study is conducted to find perception of consumers towards branded apparel.
Abstract: In the last years, research investigating consumer behaviour and how their decision-making process has advanced and has become an important topic in the marketing society and literature. To advance the research further, this paper presents an extensive literature review of academic publications in the area of buying decision-making process in marketing and its status. Furthermore, the paper presents latest trends and themes that emerge there. Based on 24 journal articles, reports and marketing books, the core models and theories in this area were evaluated and discussed. Furthermore, recommendations for marketers were suggested for deeper understanding the consumer behaviour and their buying strategies to empower marketing campaigns and be a success in the market.
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