ANALYZING OF CONSUMER BEHAVIOR ON THE WEB

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HAGHIGHI MOHAMMAD; EHTESHAMI AKBARI K.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: MANAGEMENT KNOWLEDGE Year:2006 | Volume:19 | Issue:72 Page(s): 23-42

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Information Journal Paper

Title

ANALYZING OF CONSUMER BEHAVIOR ON THE WEB

Author(s)

HAGHIGHI MOHAMMAD | EHTESHAMI AKBARI K. | Issue Writer Certificate

Keywords

RATIONALITYQ3

CONSUMER DECISION-MAKING ON THE WEBQ3

JURGEN HABERMASQ3

THEORY OF COMMUNICATIVE ACTIONQ3

GROUNDED THEORYQ3

Abstract

The present article proposes Habermas's Communicative Action Theory as an alternative framework for conceptualizing CONSUMER DECISION-MAKING ON THE WEB, thus adopting a critical approach to the "instrumental" perception of RATIONALITY and decision-making. In the instrumental context, RATIONALITY is a measure of effectiveness by which one can adjust to or manipulate one's surroundings in order to realize subjective preferences. The Communicative Action Theory suggests that RATIONALITY is not uni-dimensional and cannot be reduced to mere cost-benefit analysis performed by an isolated agent, i.e. the consumer. In addition to its instrumental aspect, RATIONALITY is a multilayered communicative process that is embedded in social interaction culminating in a consensus between interacting and communicating agents and thus assumes a "dialogical" dimension. It is in this context that the present research seeks to reconstruct consumer decision-making model on the Web. To this end we adopt the triangulation methodological approach, combining quantitative and qualitative research methods.

Cites

THE EFFECT OF SERVICE FAILURE AND SERVICE RECOVERY STRATEGIES ON CUSTOMER BEHAVIORAL

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APA: Copy

HAGHIGHI, MOHAMMAD, & EHTESHAMI AKBARI, K.. (2006). ANALYZING OF CONSUMER BEHAVIOR ON THE WEB. MANAGEMENT KNOWLEDGE, 19(72), 23-42. SID. https://sid.ir/paper/88094/en

Vancouver: Copy

HAGHIGHI MOHAMMAD, EHTESHAMI AKBARI K.. ANALYZING OF CONSUMER BEHAVIOR ON THE WEB. MANAGEMENT KNOWLEDGE[Internet]. 2006;19(72):23-42. Available from: https://sid.ir/paper/88094/en

IEEE: Copy

MOHAMMAD HAGHIGHI, and K. EHTESHAMI AKBARI, “ANALYZING OF CONSUMER BEHAVIOR ON THE WEB,” MANAGEMENT KNOWLEDGE, vol. 19, no. 72, pp. 23–42, 2006, [Online]. Available: https://sid.ir/paper/88094/en

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