This article focuses on the thematic analysis of interviews about personal characteristics affecting the online purchase decision of the Millennials and Generation Z in India.
online shopping, recommendation miningOne of the many tactics includes encouraging customers for impulse buying. This phenomenon can be better explained through Hawkins Stern’s impulse buying theory.
digital marketing plan, marketing strategy, marketing theories, online shopping, recommendation miningOver the years, many models of consumer behaviour have been proposed, particularly in the context of the online shopping environment. A few of these models are; Engel-Kollat Blackwell Model, Kim, Ferrin and Rao’s (2008) model, Yan and Dai’s (2009) model, and Fang’s (2012) model.
online shopping, recommendation mining