Interdisciplinary Research Frameworks of Online Behaviors: Critical Review from a Marketing Perspective

Lazoc Alina ()
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Lazoc Alina: Dimitrie Cantemir Christian University, Faculty of Management in Tourism and Commerce Timisoara

Ovidius University Annals, Economic Sciences Series, 2012, vol. XII, issue 2, 790-794

Abstract: The present paper sets out to outline the theoretical frameworks and the research methods that may be used in addressing general issues of web behaviors and in formulating new researchable marketing questions. In view of this, we provide a brief literature review in three major areas of web research (marketing, media management and communication studies) and reveal advantages and major shortcomings of each framework considered (the Flow Theory, the Multimedia Convergence Paradigm and the Uses and Gratifications conceptual framework). Drawing on the results of the literature review we finally formulate our future research directions concerning online informational, search and shopping behaviors. Drawing on the selective interdisciplinary literature review we are proposing several steps in designing a research study concerning consumers' online experiences during shopping activities and during product and product information search.

Keywords: web behaviors; motivations and experiences; profile development; causal models (search for similar items in EconPapers)
JEL-codes: D83 L82 L86 M15 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xii:y:2012:i:2:p:790-794

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