Details
| Original language | English |
|---|---|
| Title of host publication | Marketing in Transition: Scarcity, Globalism, & Sustainability |
| Subtitle of host publication | Proceedings of the 2009 World Marketing Congress |
| Publisher | Springer Nature |
| Pages | 61 |
| Number of pages | 1 |
| Publication status | Published - 2015 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
For online marketers, the gap between pro-online shopping attitudes and online purchase behavior is an important challenge: Even if consumers have a positive attitude towards online shopping related to different products or shops, these attitudes are not automatically translated into regular online purchase behavior. Hence, a theoretically and empirically founded understanding of the existing gap between pro-online shopping attitudes and online shopping behavior of different consumer seg-ments is of particular importance for both marketing researcher and marketers. The purpose of this paper is to analyze the ‘@ttitude-behavior-gap’ with reference to the perceived risk and value dimensions as key drivers of a customer’s online shopping attitude, the resulting intentional behavior, and the regular online shopping activities.
Keywords
- Intentional Behavior, Marketing Researcher, Multidimensional Model, Online Shopping, Principal Component Method
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
Cite this
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Marketing in Transition: Scarcity, Globalism, & Sustainability: Proceedings of the 2009 World Marketing Congress. Springer Nature, 2015. p. 61 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - Exploring the @ttitude-Behavior-Gap in Online Shopping
T2 - The Adoption of Online Pharmacies
AU - Wiedmann, Klaus Peter
AU - Hennigs, Nadine
AU - Pankalla, Lars
AU - Reeh, Marc Oliver
AU - Kassubek, Martin
PY - 2015
Y1 - 2015
N2 - For online marketers, the gap between pro-online shopping attitudes and online purchase behavior is an important challenge: Even if consumers have a positive attitude towards online shopping related to different products or shops, these attitudes are not automatically translated into regular online purchase behavior. Hence, a theoretically and empirically founded understanding of the existing gap between pro-online shopping attitudes and online shopping behavior of different consumer seg-ments is of particular importance for both marketing researcher and marketers. The purpose of this paper is to analyze the ‘@ttitude-behavior-gap’ with reference to the perceived risk and value dimensions as key drivers of a customer’s online shopping attitude, the resulting intentional behavior, and the regular online shopping activities.
AB - For online marketers, the gap between pro-online shopping attitudes and online purchase behavior is an important challenge: Even if consumers have a positive attitude towards online shopping related to different products or shops, these attitudes are not automatically translated into regular online purchase behavior. Hence, a theoretically and empirically founded understanding of the existing gap between pro-online shopping attitudes and online shopping behavior of different consumer seg-ments is of particular importance for both marketing researcher and marketers. The purpose of this paper is to analyze the ‘@ttitude-behavior-gap’ with reference to the perceived risk and value dimensions as key drivers of a customer’s online shopping attitude, the resulting intentional behavior, and the regular online shopping activities.
KW - Intentional Behavior
KW - Marketing Researcher
KW - Multidimensional Model
KW - Online Shopping
KW - Principal Component Method
UR - http://www.scopus.com/inward/record.url?scp=85125273702&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-18687-0_28
DO - 10.1007/978-3-319-18687-0_28
M3 - Conference contribution
AN - SCOPUS:85125273702
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 61
BT - Marketing in Transition: Scarcity, Globalism, & Sustainability
PB - Springer Nature
ER -