ONLINE CONSUMER BEHAVIOUR: NEW CRITERIA FOR WEB-BASED COMMUNICATION EXPOSURE AND INTERNAL PSYCHOLOGICAL BEHAVIOURAL APPROACHES

Abstract

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 perspective, mostly in a fragmented manner, it is argued that limited research has been conducted on paper on the information and web-based communication message “seeking and consumption” perspective. This paper addresses this gap by proposing two new approaches to online consumer behaviour, namely the web-based communication exposure and internal psychological behavioural processes approaches. The main aim of this paper is to address the research problem that limited and fragmented approaches exists which mainly focus on purchasing perspectives and arguably