Purpose: Explain how consumer engagement affects consumers motivation to rank and review on price-comparison sites. Hypotheses raised:H1 - There is a positive relationship between affective consumer engagement and theconsumer's motivation to rank products online.H2 - There is a positive relationship between affective consumer engagement and theconsumer's motivation to review products online.H3 - There is a positive relationship between cognitive consumer engagement and theconsumer's motivation to rank products online.H4 - There is a positive relationship between cognitive consumer engagement and theconsumer's motivation to review products online.H5 - There is a positive relationship between behavioral consumer engagement and theconsumer's motivation to rank products online.H6 - There is a positive relationship between behavioral consumer engagement and theconsumer's motivation to review products online. Methodology: Cross-sectional social survey design with a self-completion questionnaire. Conclusion: Based on this research all hypothesis tied to each individual dimension has been accepted, thus it can be concluded that consumer engagement does have a positive relationship with consumer’s motivation to engage online.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-45843 |
| Date | January 2015 |
| Creators | Segerslätt, Jakob, Jensen, Christoffer |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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