Purpose This research reviews numerous studies of the relationship between consumer knowledge and external search in conventional marketing channels to investigate differences among these studies that have produced conflicting results. The findings provide a benchmark for future researchers and...

Purpose – The marketing literature does not provide a satisfactory explanation for the role of consumer's attention in the process of how Country-of-Manufacture (COM) information influences consumer product evaluations. The research contributes to an improved understanding of this process by...

Purpose – Compared with the emphasis that service quality research has received in online marketing, much less work has been done on the role of price perception, service attribute‐level performance and satisfaction that unfolds over time, and their effects on customer retention. This paper...

Investigates the role of brand name in consumers' decision making during a customization process, and develops a conceptual understanding of the factors influencing the role of brand name from a “search vs experience” perspective. Addresses the strategic relationship of brand with perceived...

Purpose – Building a customer base as an outcome of customer satisfaction has not been investigated empirically in e‐tailing industry. This paper seeks to fill this gap in the literature. Design/methodology/approach – Explores the relationship between satisfying customers and building a...

Purpose – The purpose of this paper is to make contributions toward new knowledge and understanding of how marketers can provide effective online customization experiences for customers. The practicality of online mass customization has received much attention as consumers perceive more value...

Few studies in the literature on electronic commerce provide empirical investigation of consumer behavior in the international online shopping context. This study identifies and discusses factors that influence international online purchases and profile the characteristics of those who purchase...