A Holistic Perspective Model of Plenary Online Consumer Behaviors for Sustainable Guidelines of the Electronic Business Platforms
2
Issued Date
2022-05-01
Resource Type
eISSN
20711050
Scopus ID
2-s2.0-85131081430
Journal Title
Sustainability (Switzerland)
Volume
14
Issue
10
Rights Holder(s)
SCOPUS
Bibliographic Citation
Sustainability (Switzerland) Vol.14 No.10 (2022)
Suggested Citation
Puengwattanapong P., Leelasantitham A. A Holistic Perspective Model of Plenary Online Consumer Behaviors for Sustainable Guidelines of the Electronic Business Platforms. Sustainability (Switzerland) Vol.14 No.10 (2022). doi:10.3390/su14106131 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/84557
Title
A Holistic Perspective Model of Plenary Online Consumer Behaviors for Sustainable Guidelines of the Electronic Business Platforms
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
The holistic perspective model is a concept of three stages that considers the whole of online consumer behavior. It is based on dynamic aspects and overview measurement to demonstrate the preliminary of three stages, including “Pre-purchase”, “Purchase” and “Post-purchase”. There is a shared purpose for all the positive, negative, and hesitation factors that inhibit or encourage online shopping decisions. This model can capture the dynamic and fast-changing elements in online shopping platforms. Most online buying-selling platforms are gaining popularity and growing rapidly. Thus, they should maintain good levels of online customers’ satisfaction. This research presents a balanced investigation model of online consumer purchasing behaviors under uncertainty through the integration of Push-Pull Mooring (PPM) theory and the three stages of online consumer behaviors. In this study, questionnaires were collected from 525 online applications from experienced users of electronic business platforms. The outcome reveals that PPM affects three stages of online consumer behaviors. This means that PPM factors influence online customers during and after online shopping. This research can be used to develop attractive online shopping applications for prospective customers while retaining existing customers, which is the challenge faced by online shopping platforms.