I was tasked with the updating of a Consumer Behavior course, making it focused solely on online behavior. I am concerned with some points: the combination of traditional theoretical models with contemporary thought on online behavior; bibliographical sources more focused on this new reality; the possibility to draw exercises for students, knowing that access to meaningful data might be difficult without subscription to platforms. Any help is greatly appreciated.
I would choose a mixture of classical theoretical frameworks and application-related implementations on the topic of online behavior. Let me give you an example: A not inconsiderable part of IT-related acceptance research is ultimately based on the TRA. Reactance theory also contributes to the understanding of online behavior: https://www.researchgate.net/publication/321919811_Annehmlichkeit_und_psychologische_Reaktanz_Mediatoren_zwischen_autonomer_elektronischer_Serviceerbringung_und_Nutzungswiderstand
I think adding new content relating to customer engagement behaviour on-line is currently at the cutting edge of online consumer behaviour. please see this article Article Customer engagement behaviours in social media: capturing in...
and the works of holbeek best,ranjit.
Dear Paulo
I would suggest you to include the articles about the offline consumer experience and decision making to your course, to make the course-participants aware about limitations of the online consumer behaviour research.
When you compare the "offline" articles, for instance:
Holt D (2012) Constructing Sustainable Consumption: From Ethical Values to Cultural Transformation of Unsustainable Markets. The ANNALS of the American Academy of Political and Social Science, 644: 236-255
Edvardsson B, Enquist B (2005) Co-Creating Customer Value Through Hyperreality in the Prepurchase Service Experience. Journal of Service Research · November 2005
Boswijk, A., Thijssen, J.P.T. and Peelen, E. (2005) A New Perspective on the Experience Economy: Meaningful Experiences. Pearson Education, Amsterdam.
with the "online" research texts, for instance:
Essi Pöyry, Petri Parvinen, Tuuli Malmivaara Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications 12 (2013) 224–235
you understand the limitations and perspectives of the latter.
Regards
Richard Kleczek
PS
When consumer behaviour models omit the the category of meaningfull experience (so reduce the consumer decision making to utility and enjoyment), they are outdated. The name "consumer behaviour" suggests behaviourism which is not enough to explain the consumer decision making.
Dear Paulo,
Consumer behavior is a hot topic for research since half decade. I'll recommend to you read the research article written by me here is the link
Article Effect of customer’s Psychological factors leading to purcha...
I hope you will find answer of your all questions.
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