The study addresses the limited and fragmented approaches of consumer behaviour studies in the existing literature and a lack of comprehensive integrated theoretical models of online consumer behaviour. The aim of the study ...

Numerous theories, theoretical viewpoints and models on consumer behaviour stipulate consumers’ offline and online behaviour when purchasing a product or using a service. Because existing approaches focus on a purchase ...

Whether utilising online or offline communication media, the consumer progresses through specific response phases when being exposed to communication messages that have the intent of moving the consumer to buy a product, ...