Amazon Online Consumers’ Behavior based on Utilitarian...

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Amazon Online Consumers’ Behavior based on Utilitarian Attributes of Amazon Fire TV Stick -Deepti Sudarshan Rao Research, traditionally, on the fields of the conduct of consumers is mainly based on frameworks drawn from a psychological point of view and the fact that consumers buy goods and services to fulfil their needs. This is what is termed as utilitarian shopping by Holbrook and Hirschman (1982). The aforementioned concepts mainly find their origin from microeconomic field of study and specifically the classical decision theory. (Holbrook and Hirschman, 1982). In the past few years, shopping has changed from what it was traditionally perceived. People no longer have to go to shops physically to purchase goods or services. This shift in what was perceived as a tedious task is because of the rise of online shopping. In this form of shopping, consumers can visit a website and purchase a product and even go a further step and request for the shipping of the product to their doorstep. This is what is termed as e-commerce. Some stores have physical shops while others only have online stores. Online-only stores began at the dawn
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  • Fall '08
  • Julier,L
  • Qualitative Research, Creswell

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