Title: Module Description
Course: In-depth electronic consumer behavior

- The internet has created a paradigm shift of the traditional way people shop. Consumers are no longer bound to opening times or specific locations, they can now be active any time and place and purchase products and services from everywhere. The internet has developed into a new distribution channel and online transactions are rapidly increasing. It is considered as a mass medium that provides the consumer with purchase characteristics as no longer medium. This has created a need to understand how the consumer acts and perceives online purchases.
- This module is intended to develop knowledge and understanding of theories and concepts drawn from research in marketing psychology and examines fundamental processes in e-consumer behaviour. It also explores the extent to which these processes are influenced by individual, situational, environmental, inter-personal and cultural (sub-cultural) factors. In addition, this module shed light on factors related to the web experience, including social networks and virtual communities.
- Through a focus on contemporary issues in e-consumer behaviour, and the challenges these may pose marketing managers, the module enables students to apply conceptual and theoretical ideas in marketing psychology to analyse, evaluate and improve marketing strategies.