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Table Of Contents

1 Introduction
1.1 The Research Challenge
1.2 Thesis Aims and Structure
2 The Problem of Online Consumer Behaviour
2.1 Approaches to Understanding Consumer Behaviour
2.1.1 Frameworks of Consumer Behaviour – Sequential
2.1.2 Frameworks of Consumer Behaviour – Influences and Feedback
2.1.3 Frameworks of Consumer Behaviour – Post-Acquisition Experience
2.1.4 Frameworks of Consumer Behaviour – Non-linear Approaches
2.1.5 Frameworks and Complexity
2.1.6 Dealing with Diversity
2.1.7 Using Frameworks of Consumer Behaviour
2.2 Approaches to Understanding the User
2.3 Approaches to Understanding Online Consumer Behaviour
2.3.1 Loyalty and Trust
2.3.2 Other Research Themes
2.3.3 Site Design
2.4 Issues With Existing Research
2.5 So What is the Problem of Online Consumer Behaviour?
3.3 Choosing the Domains
3.4 Choosing the Participants
3.5 Evaluating the e-CF
3.6 Summary
4 The e-Consumer Framework
4.1 The Grounded Theory Process
4.2 Online Grocery Shopping
4.2.1 Data Gathering
4.2.2 Open Coding
4.2.3 Axial Coding
4.3 Online Christmas Shopping
4.3.1 Data Gathering
4.3.2 Open Coding
4.3.3 Axial Coding
4.4 Online Travel Shopping
4.4.1 Open Coding
4.4.2 Axial Coding
4.5 Developing the Framework
4.5.1 Self-Efficacies – Can I Do This?
4.5.2 Beliefs – Are Things What They Appear to Be?
4.5.3 Economics – What Does It Cost?
4.6 Visualising The Framework
4.7 Summary
5 Exploring Online Consumer Behaviour
5.1 Developing Questions
5.1.1 Self-Efficacies
5.1.2 Beliefs
5.1.3 Economics
5.1.4 Affects
5.1.5 Connections
5.1.6 Logistics
5.1.7 Environments
5.2 Gathering Information
5.3 Exploring and Comparing Behaviour
5.4 Exploring Artefacts
5.5 Summary
6 The e-CF in Action – Exploring Online Christmas Shopping
6.1 Background
6.2 Constructing the Survey
6.2.1 Self-Efficacies
6.2.2 Beliefs
6.2.3 Economics
6.2.4 Affects
6.2.5 Connections
6.2.6 Logistics
6.2.7 Environments
6.3 Administering the Survey
6.4 Interpreting the Results
6.4.1 Self-Efficacies
6.4.2 Beliefs
6.4.3 Economics
6.4.4 Affects
6.4.5 Connections
6.4.6 Logistics
6.4.7 Environments
6.5 The Respondent Profile
6.6 Patterns and Issues
6.7 Summary
7 The e-CF in Action – Exploring Online Grocery Shopping
7.1 Background
7.2 The Survey
7.2.1 Questions Asked of All Respondents
7.2.2 Questions Asked of OGS Only
7.2.3 Questions Asked of NOGS Only
7.3 Administering the survey
7.4 Interpreting the Results for Online Grocery Shoppers
7.4.1 Self-Efficacies
7.4.2 Beliefs
7.4.3 Economics
7.4.4 Affects
7.4.5 Connections
7.4.6 Logistics
7.4.7 Environments
7.5 The OGS Profile
7.6 Patterns and Issues – OGS
7.7 Interpreting the Results for Non-Online Grocery Shoppers
7.7.1 Self-Efficacies
7.7.2 Beliefs
7.7.3 Economics
7.7.4 Affects
7.7.5 Connections
7.7.6 Logistics
7.7.7 Environments
7.8 The NOGS Profile
7.9 OGS and NOGS – Differences and Similarities
7.10 Online Grocery Shopping and Online Christmas Shopping
7.11 Summary
8 The e-CF in Action – Exploring Online Travel Shopping
8.1 The Site Exploration Process
8.2 Exploring Ryan Air
8.2.1 Self-Efficacies
8.2.2 Beliefs
8.2.3 Economics
8.2.4 Affects
8.2.5 Connections
8.2.6 Logistics
8.2.7 Environments
8.2.8 Profile of the Ryan Air Consumer
8.3 Exploring GNER
8.3.1 Self-Efficacies
8.3.2 Beliefs
8.3.3 Economics
8.3.4 Affects
8.3.5 Connections
8.3.6 Logistics
8.3.7 Environments
8.3.8 Profile of the GNER Consumer
8.4 Exploring easyHotel.com
8.4.1 Self-Efficacies
8.4.2 Beliefs
8.4.3 Economics
8.4.4 Affects
8.4.5 Connections
8.4.6 Logistics
8.4.7 Environments
8.4.8 Profile of the easyHotel Consumer
8.5 Patterns and Issues
8.6 Summary
9 Implications for Interaction Design
9.1 Identifying Design Strategies
9.1.1 Designing for the Online Christmas Shopper
9.1.2 Designing for the Online Grocery Shopper
9.1.3 Designing for the Online Leisure Travel Shopper
9.2 Constructing Personas via the e-CF
9.3 Summary
10 Conclusions
10.1 Evaluating the e-CF
10.1.1 Recognition of the Consumer as Both Consumer and User
10.1.2 Comprehension of Complexity and Diversity
10.1.3 Identification of Behaviour Themes
10.1.4 Providing a Structure for Further Study
10.1.5 Providing a Structure for Comparing Behaviour
10.1.6 Contribution to Interaction Design
10.2 Reflections on Developing the e-CF
10.2.1 Cross-Disciplinary Research
10.2.2 Documenting the e-CF
10.2.3 Limitations of the e-CF and Future Research
10.3 Reflections on the Case Studies
10.3.1 Limitations of the Case Studies and Future Research
10.3.2 The Online Consumer and Power
References
Bibliography
Appendix A – Open Coding of Grocery Shopping Participants
Appendix B – Open Coding of Christmas Shopping Participants
Appendix C – Open Coding of Leisure Travel Shopping Participants
Appendix D – Christmas Shopping Survey Results
Appendix E – Grocery Shopping Survey Results
Appendix F – Examples of Open Coding
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YCST-2007-20

YCST-2007-20

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Published by sucess2002

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Published by: sucess2002 on Jun 14, 2011
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