Marketing in the Cyber Era: Strategies and Emerging Trends

ISBN: 9781466648647 出版年：2013 页码：357 Ali Ghorbani IGI Global

ABSTRACT Consumers worldwide are showing great interest in e-commerce and many believe that e-commerce plays a signicant part in the global economy. Selling apparel online is one example of this e-commerce impact. Although many studies investigated satisfaction in an online shopping setting, none of these studies examined it distinctly at point-of-purchase and post-purchase phases. Hence, this study proposes an improved model for measuring customer satisfaction by considering it at point-of-purchase phase and post-purchase phase. INTRODUCTION The World Wide Web has evolved and transformed from its humble beginning as an academic tele -communication network to a powerful Internet platform that has opened up new dimensions we initially never dreamt possible. It now supports many of our daily activities and continues to permeate into different aspects of our life. This technology has become a key component of our personal life through its technological potential in enhancing quality of life and convenience. One of its significant impacts is the phenomenal growth of ecommerce which changed the traditional ways of doing business. For example, electronic retail -ing which is rapidly gaining popularity as more Noorshella Che NawiUniversiti Malaysia Kelantan, MalaysiaArthur TatnallVictoria University, AustraliaMichelle FongVictoria University, Australia