Consumer behaviour in computer mediated environments : implications for marketers

This thesis examined the relationship between key consumer behaviour variables and the broad consumption behaviour patterns of consumers who searched and shopped for products over the Internet. The aim was to explore and suggest to marketing managers how and why people behaved as they do whilst searching and shopping online. The literature suggested a few key consumer behaviour variables such as: the role of the Internet in consumer decision-making, the psychological concept of "flow" and how this impacted on consumer behaviour online, barriers that exist for shopping online, the role that the product type and brand plays in purchase online, the role of the Internet in marketing communication and the design of a website and its influence on consumer behaviour. These variables were explored in-depth in this study