Consumer behaviour
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Understanding Consumer Behavior: Insights from Recent Research
Social Commerce and Consumer Behavior
The rise of social commerce has significantly altered consumer behavior, necessitating a deeper understanding of how consumers interact on social networking sites. Research has shown that consumer behavior in social commerce is influenced by various factors, including social ties and the stimulus-organism-response model. A comprehensive framework has been proposed to elucidate the decision-making process of consumers in this context, highlighting the importance of social interactions and the stages of consumer decision-making.
E-Consumer Behavior: An Integrated Model
E-consumer behavior encompasses a wide range of disciplines, and despite extensive research, there are still areas that require further exploration. Key factors such as image, trust, and e-interactivity play crucial roles in shaping e-consumer behavior. An integrated model has been developed to explain these behaviors, providing new research directions for e-retailers to better understand and satisfy their consumers.
Meta-Analysis of Consumer Behavior in Social Commerce
A meta-analytic study has revealed inconsistencies in the literature on consumer behavior in social commerce. Variables from different theoretical frameworks, such as TAM, TRA/TPB, UTAUT, and the IS Success model, have been found to motivate consumer behavior to varying degrees. Notably, interpersonal trust has a stronger correlation with social commerce behavior compared to organizational trust. This study underscores the importance of trust and provides insights into the stages of the consumer decision-making process.
Online Consumer Behavior: A Comprehensive Review
A review of consumer behavior in the online context has identified eight major research categories: cognitive issues, user-generated content, Internet demographics and segmentation, online usage, cross-cultural studies, online communities and networks, strategic use and outcomes, and consumer Internet search. This extensive review highlights the evolution of online consumer behavior and offers research opportunities for scholars interested in this field.
Evolutionary Perspective on Consumer Behavior
Consumer behavior can also be viewed as an evolutionary process, where patterns of choice are influenced by environmental factors. The Behavioral Perspective Model (BPM) explains how consumer behavior evolves through the replication of successful choices. This model provides a unique lens to understand how consumers adapt and respond to innovations in the marketplace.
Consumer Behavior and Analytics
A systematic literature review has identified the context of consumer behavior and analytics, forecasting future trends in consumer behavior. Theories from various disciplines have been used to explain consumer behavior, focusing on mechanisms such as status-based, inertia-based, and relationship-based approaches. This review provides a roadmap for future research in consumer behavior and analytics.
Trends in Consumer Behavior Research
Recent research in the Journal of Consumer Behaviour has highlighted several key themes, including consumer information processing, consumption communities, sustainable consumption, and consumer-brand relationships. The impact of external factors, such as the COVID-19 pandemic, has also been a focus, emphasizing the importance of consumer ethics and sustainable consumption in line with global sustainability goals.
Business Development and Consumer Behavior
Understanding consumer behavior is crucial for business development. The Adaptive Hybridized Intelligent Computational model (AHICM) has been developed to analyze consumer behavior, helping businesses to segment markets and develop effective marketing strategies. This model emphasizes the importance of sustainability values and their impact on consumer conduct.
Environmental Influences on Consumer Behavior
Consumer behavior is often influenced by subtle environmental cues, which can affect decision-making processes unconsciously. Research suggests that many consumer choices are made without conscious information processing, highlighting the significant role of the environment in shaping consumer behavior.
Factors Influencing Consumer Behavior
Consumer behavior is influenced by a myriad of factors, including emotional, mental, and social aspects. Understanding these factors is essential for marketers to predict and influence consumer decisions. Research has shown that consumer behavior is highly unpredictable, necessitating a nuanced approach to studying how consumers make choices and what influences their buying decisions.
Conclusion
The study of consumer behavior is multifaceted, encompassing various theories and models to explain how consumers make decisions. From social commerce to online contexts and evolutionary perspectives, understanding consumer behavior is critical for businesses to effectively engage with their customers and adapt to changing market dynamics. Future research should continue to explore the complex factors influencing consumer behavior to provide deeper insights and practical applications for marketers.
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