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Paper Information

Journal:   MANAGEMENT KNOWLEDGE   SPRING 2006 , Volume 19 , Number 72; Page(s) 23 To 42.
 
Paper: 

ANALYZING OF CONSUMER BEHAVIOR ON THE WEB

 
 
Author(s):  HAGHIGHI MOHAMMAD*, EHTESHAMI AKBARI K.
 
* FACULTY OF MANAGEMENT, UNIVERSITY OF TEHRAN
 
Abstract: 

The present article proposes Habermas's Communicative Action Theory as an alternative framework for conceptualizing consumer decision-making on the Web, thus adopting a critical approach to the "instrumental" perception of rationality and decision-making. In the instrumental context, rationality is a measure of effectiveness by which one can adjust to or manipulate one's surroundings in order to realize subjective preferences. The Communicative Action Theory suggests that rationality is not uni-dimensional and cannot be reduced to mere cost-benefit analysis performed by an isolated agent, i.e. the consumer. In addition to its instrumental aspect, rationality is a multilayered communicative process that is embedded in social interaction culminating in a consensus between interacting and communicating agents and thus assumes a "dialogical" dimension. It is in this context that the present research seeks to reconstruct consumer decision-making model on the Web. To this end we adopt the triangulation methodological approach, combining quantitative and qualitative research methods.

 
Keyword(s): RATIONALITY, CONSUMER DECISION-MAKING ON THE WEB, JURGEN HABERMAS, THEORY OF COMMUNICATIVE ACTION, GROUNDED THEORY
 
References: 
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