The Online Customer Decision-Making Styles as Marketing Innovation Strategies for the New Normal
Purpose. This research contributed to the customer decision-making style (CDMS) theory in the online framework (eCDMS) to unravel new orientations and segmentation to generate marketing innovation strategies for the new normal firms. Methodology. It is based on a literature review designing a model...
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2021
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| Online Access: | https://dialnet.unirioja.es/servlet/oaiart?codigo=8804985 |
| Source: | Scientia et PRAXIS, ISSN 2954-4041, Vol. 1, Nº. 2, 2021 (Ejemplar dedicado a: Second Semester of 2021), pags. 1-26 |
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Scientia et PRAXIS, ISSN 2954-4041, Vol. 1, Nº. 2, 2021 (Ejemplar dedicado a: Second Semester of 2021), pags. 1-26
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English
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toma de decisiones del consumidor en línea
estrategias de innovación mercadotecnia nueva normalidad profile online customer online customer decision-making styles marketing innovation strategy new normal |
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toma de decisiones del consumidor en línea
estrategias de innovación mercadotecnia nueva normalidad profile online customer online customer decision-making styles marketing innovation strategy new normal Mejía Trejo, Juan Espinoza Mercado, Oscar Alejandro The Online Customer Decision-Making Styles as Marketing Innovation Strategies for the New Normal |
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Purpose. This research contributed to the customer decision-making style (CDMS) theory in the online framework (eCDMS) to unravel new orientations and segmentation to generate marketing innovation strategies for the new normal firms.
Methodology. It is based on a literature review designing a model and questionnaire applied to 400 Mexican online customers (May-Aug, 2021). The dataset is analyzed under Covariance-Based Structural Equation Modelling (CB-SEM), Cluster Analysis, and one-way-ANOVA multivariate methods.
Findings and Originality. The obtention of an empirical model with 9 factors, 24 indicators as new online customer decision-making styles orientations (eCDMS orientation), being quality, brand, and customer experience the most relevant. Besides, we obtained four new online customer groups (eCDMS Segmentation) that we called: marketing followers, price searchers, convenience shoppers, ethics& reputation keepers. The originality is based on a framework proposal about the discussion of new online consumers after the COVID-19 pandemic as the first insights to conform to an online customer decision-making style (eCDMS) theory.
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Article
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| author |
Mejía Trejo, Juan
Espinoza Mercado, Oscar Alejandro |
| author_facet |
Mejía Trejo, Juan
Espinoza Mercado, Oscar Alejandro |
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Mejía Trejo, Juan
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| title |
The Online Customer Decision-Making Styles as Marketing Innovation Strategies for the New Normal
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| title_short |
The Online Customer Decision-Making Styles as Marketing Innovation Strategies for the New Normal
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| title_full |
The Online Customer Decision-Making Styles as Marketing Innovation Strategies for the New Normal
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The Online Customer Decision-Making Styles as Marketing Innovation Strategies for the New Normal
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The Online Customer Decision-Making Styles as Marketing Innovation Strategies for the New Normal
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| title_sort |
online customer decision-making styles as marketing innovation strategies for the new normal
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| publishDate |
2021
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https://dialnet.unirioja.es/servlet/oaiart?codigo=8804985
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1758679703804182528
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dialnet-ar-18-ART00015794272023-02-22The Online Customer Decision-Making Styles as Marketing Innovation Strategies for the New NormalMejía Trejo, JuanEspinoza Mercado, Oscar Alejandrotoma de decisiones del consumidor en líneaestrategias de innovaciónmercadotecnianueva normalidadprofile online customeronline customer decision-making stylesmarketing innovation strategynew normalPurpose. This research contributed to the customer decision-making style (CDMS) theory in the online framework (eCDMS) to unravel new orientations and segmentation to generate marketing innovation strategies for the new normal firms. Methodology. It is based on a literature review designing a model and questionnaire applied to 400 Mexican online customers (May-Aug, 2021). The dataset is analyzed under Covariance-Based Structural Equation Modelling (CB-SEM), Cluster Analysis, and one-way-ANOVA multivariate methods. Findings and Originality. The obtention of an empirical model with 9 factors, 24 indicators as new online customer decision-making styles orientations (eCDMS orientation), being quality, brand, and customer experience the most relevant. Besides, we obtained four new online customer groups (eCDMS Segmentation) that we called: marketing followers, price searchers, convenience shoppers, ethics& reputation keepers. The originality is based on a framework proposal about the discussion of new online consumers after the COVID-19 pandemic as the first insights to conform to an online customer decision-making style (eCDMS) theory.Objetivo. Esta investigación contribuye a la teoría del estilo de toma de decisiones del consumidor (CDMS) en línea (eCDMS) para descubir nuevas orientaciones y segmentaciones de los msmos y generar estrategias de innovación de marketing para las empresas, en la nueva normalidad. Metodología. Se basa en una revisión de la literatura diseñando un modelo y un cuestionario aplicado a 400 consumidores mexicanos en línea (Mayo-Agosto de 2021). El conjunto de datos se analiza bajo el modelado de ecuaciones estructurales basado en covarianza (CB-SEM), elanálisis de conglomerados y el métodos multivariados ANOVA de un factor. Resultados. Se obtiene un modelo empírico con 9 factores, 24 indicadores como nuevas orientaciones de estilos de toma de decisiones del cliente online (orientación eCDMS), siendo la calidad, la marca y la experiencia del cliente los más relevantes. Además, se obtuvo cuatro nuevos grupos de clientes en línea (segmentación eCDMS) a los que denominamos: seguidores de marketing, buscadores de precios, compradores de conveniencia, encargados de la ética y la reputación. La originalidad se basa en una propuesta marco, basada en consumidores en línea después de la pandemia COVID-19, como primeros hallazgs para conformar una teoría de toma de decisiones del consumidor en línea (eCDMS).2021text (article)application/pdfhttps://dialnet.unirioja.es/servlet/oaiart?codigo=8804985(Revista) ISSN 2954-4041Scientia et PRAXIS, ISSN 2954-4041, Vol. 1, Nº. 2, 2021 (Ejemplar dedicado a: Second Semester of 2021), pags. 1-26engLICENCIA DE USO: Los documentos a texto completo incluidos en Dialnet son de acceso libre y propiedad de sus autores y/o editores. Por tanto, cualquier acto de reproducción, distribución, comunicación pública y/o transformación total o parcial requiere el consentimiento expreso y escrito de aquéllos. Cualquier enlace al texto completo de estos documentos deberá hacerse a través de la URL oficial de éstos en Dialnet. Más información: https://dialnet.unirioja.es/info/derechosOAI | INTELLECTUAL PROPERTY RIGHTS STATEMENT: Full text documents hosted by Dialnet are protected by copyright and/or related rights. This digital object is accessible without charge, but its use is subject to the licensing conditions set by its authors or editors. Unless expressly stated otherwise in the licensing conditions, you are free to linking, browsing, printing and making a copy for your own personal purposes. All other acts of reproduction and communication to the public are subject to the licensing conditions expressed by editors and authors and require consent from them. Any link to this document should be made using its official URL in Dialnet. More info: https://dialnet.unirioja.es/info/derechosOAI
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