MEXICAN CONSUMERS’ FLOW SEARCH EXPERIENCE: A STUDY PROPOSAL

Joonas Kishwar, Ahmed Mahfouz, Diana Davila Ruiz, Claudia Jaquelina Gonzalez

Resultado de la investigación

Resumen

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.
Idioma originalEnglish
Título de la publicación alojadaPROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
EditoresJoonas Kishwar, Türkan Dursun-Kilic
EditorialASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
CapítuloCONSUMER BEHAVIOR AND CUSTOMER RELATIONSHIP MANAGEMENT
Páginas19-27
Número de páginas9
EstadoPublished - mar 2018
Evento45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA - Alburrquerque, Alburquerque
Duración: 7 mar 201810 mar 2018
Número de conferencia: 45
http://acme-fbd.org/Proceedings/ACME_2018_Proceedings.pdf

Serie de la publicación

NombrePROCEEDINGS OF THE 45TH ANNUAL MEETING OF THE ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
EditorialASSOCIATION OF COLLEGIATE MARKETING EDUCATORS
ISSN (versión digital)2476-2555

Conference

Conference45th Annual Meeting of the Association of Collegiate Marketing Educators. Alburquerque, USA
Título abreviadoACME 2018
PaísUnited States
CiudadAlburquerque
Período7/3/1810/3/18
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