| 000 -LEADER |
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| fixed length control field |
01395nam a22001577a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
201001b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Sharma, Ayushi, Joshi, Rakesh Mohan and Wali, Om Prakash |
| 245 ## - TITLE STATEMENT |
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| Title |
Human capital: a key driver of consumer decision making in online promotion |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
Abhigyan |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
37(4), Jan–Mar, 2020: p.21-29 |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
This study throws light on the diversity of online sales promotion and deal acquisition with respect to human capital (time cost and efforts cost). This is the non-monetary investment of consumer while making a purchase. The influence of non- monetary cost decides the action towards purchase choice amongst various product offerings in online space. Findings of the research reveals (a) the different types of consumer: value conscious, price conscious and encounters (b) different strategies a consumer adopts: track on information, futuristic thinking and formulating deals (c) source of deal gratification for different goal- oriented consumer behavior. The work proposes an empirical model validated by data interpretation using grounded theory. It shows how Human capital decides approach of consumer to evaluate online sales promotion.- Reproduced |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Online sales promotion, Human capital, Grounded theory, E-commerce |
| 9 (RLIN) |
18101 |
| 773 ## - HOST ITEM ENTRY |
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| Main entry heading |
Abhigyan |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) |
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| Subject DIP |
CONSUMER BEHAVIOR |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Item type |
Articles |
