Abstract
Consumers display two patterns of online search behavior. Link-dominant consumers are highly engaged with the site, and indulge in site exploration. On the other hand, search-dominant consumers are highly focused in search of specific information or fulfilling a task. Their search behavior involves the features and interface provides by the site, also known as site interactive modality. The multimedia features of a site typify it as either static or dynamic. This study, in a laboratory experimental setting, presents a review of current literature relating to the consumer’s flow search experience created by browsal search behavior and site interactive modality.
Consumers feel a heightened state of concentration and enjoyment when absorbed in online search, which is known as experience flow search experience. Through a laboratory experiment in Mexico, we present a proposal to measure the effect of browsal search behavior, site interactive modality, and gender on flow search experience.
Consumers feel a heightened state of concentration and enjoyment when absorbed in online search, which is known as experience flow search experience. Through a laboratory experiment in Mexico, we present a proposal to measure the effect of browsal search behavior, site interactive modality, and gender on flow search experience.
Original language | English |
---|---|
Title of host publication | PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS |
Editors | Joonas Kishwar, Türkan Dursun-Kilic |
Publisher | ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS |
Chapter | CONSUMER BEHAVIOR AND CUSTOMER RELATIONSHIP MANAGEMENT |
Pages | 19-27 |
Number of pages | 9 |
Publication status | Published - Mar 2018 |
Event | 45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA - Alburrquerque, Alburquerque, United States Duration: 7 Mar 2018 → 10 Mar 2018 Conference number: 45 http://acme-fbd.org/Proceedings/ACME_2018_Proceedings.pdf |
Publication series
Name | PROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS |
---|---|
Publisher | ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS |
ISSN (Electronic) | 2476-2555 |
Conference
Conference | 45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA |
---|---|
Abbreviated title | ACME 2018 |
Country/Territory | United States |
City | Alburquerque |
Period | 7/3/18 → 10/3/18 |
Internet address |