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Next stop, unravel: The tangled web of e-consumer research

Northern Kentucky University, Dept of Marketing, College of Business, Highland Heights, KY 41099mittal{at}nku.edu

Current research in e-consumer behavior is examined to recognize gains in our understanding as well as to identify a much needed alteration in our general research strategy. I call this altered strategy unraveling, and illustrate its use with contributions from extant studies. This suggested strategy calls for a more inclusive framework of explanatory factors, kept disentangled, decompounded, and disaggregated, if we are to move beyond the hitherto largely exploratory research phase toward a more generalizable body of knowledge on e-consumer behavior.

Key Words: decompounding • disaggregation • e-consumers • e-tailers • loyalty • online shoppers • research strategy • satisfaction • segmentation • unraveling

Marketing Theory, Vol. 5, No. 1, 125-135 (2005)
DOI: 10.1177/1470593105049605


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