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Bücher Englische Bücher Wissen & Bildung Sozialwissenschaft, Recht, Wirtschaft Wirtschaft Werbung & Marketing Online Impulse Buying and Cognitive Dissonance
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Beschreibung
Consumers’ beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online purchase is not direct. It can be moderated by the emotions experienced while browsing an e-commerce website. Impulse buying in particular is influenced by a number of factors, for example how stimulating… the e-shopping platform is, and how easy it is to click on the cart a certain product, for instance a smartphone. But what happens after an online impulse buy is made? Often the customer can regret the purchase and in the throes of anxiety, look for reasons to justify the choices made. Consumer behaviour scholars and pyschologists call this phenomenon cognitive dissonance, and certain individuals are more sensitive than others in developing this than others. This book offers a deep investigation around online impulse buying and subsequent cognitive dissonance. Specifically, the authors present a research case study of a group of millenials who are shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance in consumers. Based on substantial research and a sample of 212 impulsive millennial buyers, the book provides a comprehensive, but simple and synthetic framework of impulse buying, cognitive dissonance and positive affect state, highlighting their relationships. Dieses Produkt haben wir gerade leider nicht auf Lager.
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Technische Daten
Erscheinungsdatum
13.02.2021
Sprache
Englisch
EAN
9783030659226
Herausgeber
Springer International Publishing
Sonderedition
Nein
Autor
Alessio Di Leo
Seitenanzahl
99
Auflage
1st edition 2021
Einbandart
Gebundene Ausgabe
Buch Untertitel
Examining the Effect of Mood on Consumer Behaviour
Schlagwörter
Online shopping, online consumer behaviour, millenials, marketing, marketing management
Thema-Inhalt
KJSG - Online-Marketing / Social Media Marketing
KJSU - Kundendienst
JMJ - Arbeits-, Wirtschafts- und Organisationspsychologie
Höhe
210 mm
Breite
14.8 cm
Transparenz & Sicherheit
Hersteller: Springer, Europaplatz 3, Heidelberg, Deutschland, 69115, ProductSafety@springernature.com, Springer Nature Customer Service Center GmbH
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