User talk:Antoniohyder

Online Consumer Behavior
Online Consumer Behavior, also known as OCB or Online Consumer Behaviour is a scientific discipline that examines customers’ online behaviour from a marketing perspective. It is defined as ‘those activities involved in obtaining, consuming and disposing of products and services online, including the decision processes that precede and follow these actions’ (Kwong, Cheung, Zhu, Limayem and Viehland, 2003).

Recent literature on online consumer behaviour has suggested that multidisciplinary research is necessary for the development of integrated theoretical frameworks of online consumer behaviour (Dennis et al., 2010; Spink and Jansen, 2008; Taylor and Strutton, 2009). Spink and Jansen (2008) had already claimed that in order to develop such frameworks, greater research is needed across different fields such as business, information science, information systems and human-computer interaction. Dennis et al. (2010) differentiated between consumer oriented research and technology oriented research affirming that there is a scarcity of literature that combines these two perspectives into a consumer-technology research approach when studying how consumers behave on Web sites.

Elaborating on this disconnection, Antonio Hyder completed a PhD thesis at the marketing department of the University of Valencia in Spain, titled "Proposal of a Web site engagement scale and research model. Analysis of the influence of intra Web site comparative behaviour". The thesis can be downloaded here

Antonio Hyder currently researches the intersection of theory and practice of Online Consumer Behaviour Antoniohyder (talk) 23:04, 15 March 2012 (UTC)