DOES SEARCH MATTER? : USING ONLINE CLICK STREAM DATA TO EXAMINE THE RELATIONSHIP BETWEEN ONLINE SEARCH AND PURCHASE BEHAVIOR Neveen F. Awad, Joni L. Jones, Jian Zhang Introduction The ability to track consumer behavior online is considered a prime advantage that online retailing has over brick and mortar retailers. However, firms are still grappling with how to understand their consumers throug...

Two field studies investigate the importance of social presence (real and imagined) and famiiiarity whti the purchase act in producing embarrassment in the context ot an embarrassing product purchase. The results indicate tbat awareness of a social presence during purchase selection and commitment, whether real or imagined, is a motivating factor in creating embarrassmenl for the consumer. Furt...

Page iii Abstract This is a relationship marketing PhD which is examining, using Commitment Trust Theory, the customer decision to maintain subscribing to a massively multiplayer online game. This PhD is not an examination of initial purchase decision, but of the ongoing, post-purchase, customer retention. In keeping with the contextual nature of Commitment Trust Theory, this study examines the...

A fundamental proposition in marketing strategy is that a customer relationship orientation is positively related to customer value and firm value. However, the mechanisms of this relationship have yet to be explored in detail, especially in service industries. Our paper addresses this issue by proposing a model that identifies important intermediate variables between customer relationship inve...

One of the most frequently used cues of the likelihood to purchase in a brick-and-mortar setting is the searching and browsing behavior of consumers. Retail sales employees are often trained to examine a consumer’s searching behavior in determining their likelihood to purchase. It would seem, therefore, that such a similar correlation should occur in the online setting. Namely, consumes’r searc...

As arts organizations frequently seek purchases and donations from the same consumers, one of their challenges is identifying which consumers are likely to become donors in the future. With all of the data currently available, many organizations are looking to their databases to predict future consumer behavior. In the customer relationship management literature, models have been developed that...