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Internet Consumer Behavior: Major Moderating Variables

Internet Consumer Behavior: Major Moderating Variables

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Author(s): Marie-Odile Richard (University of Montreal, Canada)and Michel Laroche (Concordia University, Canada)
Copyright: 2010
Pages: 10
Source title: Encyclopedia of E-Business Development and Management in the Global Economy
Source Author(s)/Editor(s): In Lee (Western Illinois University, USA)
DOI: 10.4018/978-1-61520-611-7.ch065

Keywords: Business & Management / Business Science Reference / E-Business

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Abstract

This chapter concludes the model of internet consumer behavior by describing some key moderating variables such as gender, need for cognition (NFC) and optimum stimulation level (OSL)(Figure 1).

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