The consumer and the Web: a critical revision of the contributions to Web science from the marketing and the consumer behaviour discipline
Rodríguez-Ardura, Inma and J. Martínez-López, Francisco and Luna, Paula (2009) The consumer and the Web: a critical revision of the contributions to Web science from the marketing and the consumer behaviour discipline. In: Proceedings of the WebSci'09: Society On-Line, 18-20 March 2009, Athens, Greece.
In the effort to study the Web in an integral way, contemplating the multiple facets of this phenomenon - both in technological and social and economic terms – it has become essential to incorporate the contributions of marketing and, in particular, consumer behaviour. Indeed the spectacular development of the Web cannot be explained without taking into account the use made by consumers of this technology in the field of electronic commerce. This work is a critical review of the main contributions of marketing and, specifically, the discipline of consumer behaviour to Web science. It starts by positing a new framework to understand the growing body of research on marketing and consumer behaviour from the perspective of Web science. State-of-the-art of knowledge is to be seen in each line of investigation identified in the Web/consumer behaviour interface. This framework and review aim to facilitate scientific interchange and promote the multidisciplinary work required to understand the Web phenomenon.
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