BibTeX
@MISC{Clark_e-cf:a,
author = {Lillian Clark},
title = {e-CF: A Framework for Exploring Online Consumer},
year = {}
}
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Abstract
Consumer behaviour is a complex and diverse phenomenon, affected by a myriad of economic, cultural, psychological, emotional and environmental factors which cause even the same consumer to exhibit quite different behaviour depending on context. This complexity and diversity are further exacerbated by the emergence of the postmodern consumer – one who shapes and is shaped by their shopping experience. For these consumers, the interactivity inherent in online shopping makes it the natural choice for the experience-creating consumer. Viewing the online consumer through the lens of terrestrial consumer behaviour does not adequately capture their interactive nature, while viewing them as “users ” in the interaction design sense does not adequately capture their complex and diverse natures. This thesis proposes the e-Consumer Framework (e-CF) as a structure for developing and communicating an understanding of the online consumer as both a consumer and a user of interactive technologies. The e-CF is constructed through the use of Grounded Theory, using both ethnographic data and existing literature to develop seven common interdependent themes of online consumer behaviour. Three case studies are then
Keyphrases
exploring online consumer online consumer interactivity inherent interactive nature diverse nature interactive technology different behaviour diverse phenomenon online shopping e-consumer framework interaction design sense case study shopping experience natural choice online consumer behaviour experience-creating consumer terrestrial consumer behaviour grounded theory common interdependent theme postmodern consumer consumer behaviour environmental factor ethnographic data
