How to Attract and Retain Consumers Online: An Integrated Analysis Framework
Attracting and retaining consumers online to a website is of the first important objective e-tailors faces in the fierce online channel competition. The ability to attract and retain consumers online is named as the websites stickiness. From consumers perspective, it is described as consumers stickiness intention and behavior. A framework is developed to describe how to achieve the objective. In the framework, the factors influencing online consumers behavior and corresponding theory basis are considered. Based on this, the forming mechanic of stickiness is analyzed.
online consumers consumers stickiness integrited analysis framework
Haiping Wang
School of statistics and mathematics Shandong University of Finance Jinan, China
国际会议
成都
英文
409-413
2010-07-09（万方平台首次上网日期，不代表论文的发表时间）