Human capital: a key driver of consumer decision making in online promotion
By: Sharma, Ayushi, Joshi, Rakesh Mohan and Wali, Om Prakash
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Material type: 
BookPublisher: Abhigyan Description: 37(4), Jan–Mar, 2020: p.21-29.Subject(s): Online sales promotion, Human capital, Grounded theory, E-commerce
In:
AbhigyanSummary: 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
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
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Articles
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Indian Institute of Public Administration | 37(4), Jan–Mar, 2020: p.21-29 | Available | AR123086 |
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
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