EFFECTS OF THE ONLINE ON THE EXOGENOUS INFLUENCE FACTORS OF CONSUMER BEHAVIOUR

FUCIU Mircea, Lucian Blaga University of Sibiu

Abstract:
The online environment and our online behaviour and activity greatly impacts our lives as individuals, as social groups and as consumers. One of the most important impacts of the Internet has been on our consumer behaviour because it has changed our decision-making process for buying goods or services. The current paper aims to underline the effects of the internet age and online usage on the consumer behaviour, especially on the external influence factors that act upon the consumer when he/she is buying. The paper presents the concepts of consumer behaviour, in a classical and online environment, the main exogenous influence factors, it shows how these elements are influenced by the online. We are also presenting several important statistics about the online consumer behaviour in relation to brands, value, shopping intent and consumer segments.

Keywords: Marketing, Consumer Behaviour, Internet, Influence Factors, Business Environment

JEL Classification: M30, M31, M39

Volume: 72, Issue: 4

Pages: 35 - 47

Publication date: December, 2020

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/72402fuciu.pdf

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