Pre-Purchase User Perceptions of Attributes and Post-Purchase Attitudes in Building Successful Online Retail Promotional Strategies

Abstract

As a critical feature of the human experience, attitude plays an important role which is essential in implementation of effective online retail strategies. The purpose of this chapter is to conceptualize consumer's pre-purchase user perceptions of attributes and post-purchase attitudes in building successful online retail promotional strategy in emerging economies-Malaysia. The chapter proposes an integrative conceptual framework toward implementation of effective promotional strategy which includes usage expediency, trustworthiness, price awareness, navigation design, experiential gratification and electronic word-of-mouth (EWOM). The chapter argues that pre-purchase user perceptions of attributes and post-purchase user perceptions of attitudes are important concept in promoting successful online retail website. Theoretical implications of chapter are further discussed.

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