TY  - BOOK
AU  - Hasret Aktaş
AU  - Göksel Şimşek
PY  - 2020
CY  - Berlin, Germany
PB  - Peter Lang Verlag
SN  - 9783631812570
TI  - Consumer Behavior Models
DO  - 10.3726/b16567
UR  - https://www.peterlang.com/document/1111314
N2  - The customer was conceptualized as an individual who was surrounded by products and messages and could make a choice between these products and messages, but now the customer can shape the products and messages that are directed to him with engagement by producing content. The customer not only participates in co-production in visible business processes but also through consumption produces identity, image, meaning, value and experience in the marketplace. This book hereby emerged out of the requirement of collecting theories about researching customer and its behaviors which changes with the interaction social media has created, which has a place to stay in relationship within the distances and timelessness created by speed incident to digitalization.
KW  - Consumer Behavior, Low Involvement, High Involvement, Technology Acceptance, Social Cognitive
LA  - English
ER  -