Consumers’ Use of Consumer-generated-media While Shopping: a Conceptual Outlook Using Technology Acceptance Model3 and Hofstede’s Cultural Dimensions
Year: 2011
Type: article
Abstract: Retailers have a lot to gain by utilizing and harnessing the power of social media to enhance their overall marketing strategy. Social media provide retailers an opportunity to learn about their consumers’ needs and then respond proactively; these media offer creative and effective ways for retailers to obtain insights not previously available. Consumers are increasingly turning to computer-mediated communication, i.e., ―consumer-generated-media (CGM) in order to get information on which to base their decisions. Consumers now have the means to communicate their opinions about products and companies to other consumers like themselves and to share information. This conceptual paper puts forth a research model using Technology Acceptance Model3 (TAM3) and Hofstede’s Cultural Dimensions to examine the influence of CGM on consumers’ shopping behavior.
Author: Sanjukta Pookulangara
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2476593227