Digital product presentation requires interactive ways that allow buyers to have a real-time experience of the products. This leads to the need for innovative marketing strategies.
SERVQUAL (Service Quality) model or service quality gap model is applied to explore the gaps and recognize different factors that result in a difference between expected services by consumers and the actual services being provided by the company.
Service quality is defined as the difference between perceived performance and perceived expectations of consumers It is a critical factor that influence online shopping decisions.
Consumer behaviour explains the attitudes, intentions and preferences of the consumer prior to their buying which has been closely monitored and exploited by the e-commerce businesses (Akkucuk & Esmaeili, 2016). Online buying behaviour is influenced by multiple factors which depend on consumer needs and their immediate necessities. The difference in online purchase decision on the […]
The aim of this article is to explore different online consumer behaviour theory. Internet has become a key platform to create a globally interconnected network of business.