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- Drennan, Todd
(författare)
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Global Consumer Online Purchase Intention : A Relationship Approach
- 2024
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- In today's rapidly evolving digital landscape, understanding global consumer online purchase intention is paramount for firms to thrive in international markets. This dissertation investigates the evolving relationships between buyers and sellers online, focusing on the online purchase intention of consumers labeled as "global consumers". The purpose of this dissertation is to provide insights into and broaden the knowledge of the global consumer online purchase intention. Employing a relationship marketing approach, this dissertation examines the effects of various cues and relational factors on global consumer online purchase intention. This dissertation is comprised of five papers, each contributing insight into the complexities of global consumer online purchase intention. Paper Ⅰ introduces a methodology for collecting large-scale, multinational data on global consumer online purchase intention. Papers Ⅱ–Ⅴ employ this methodology to investigate the impact of specific cues and relational factors on online purchase intention. Through a mix of qualitative and quantitative methods, including focus group interviews, standardized surveys, and experiments, this dissertation reveals a nuanced interplay between cues, relational factors, and online purchase intention. The findings highlight the importance of building strong consumer-brand relationships, establishing credible product ratings, strategically aligning brand perceptions, and fostering trust in online retailers to enhance global consumer purchase intention. Thus, this dissertation contributes to relationship marketing research by offering a different perspective on online global consumers and demonstrating the applicability of a relationship approach in understanding online purchase intention on a global scale. The insights gained have significant practical implications, emphasizing the need for online retailers to prioritize relationship building, personalization, ethical practices, and positive online experiences to succeed in the competitive global marketplace.
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