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A Holistic Perspective Model of Plenary Online Consumer Behaviors for Sustainable Guidelines of the Electronic Business Platforms

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  • Prateep Puengwattanapong

    (Technology of Information System Management Division, Faculty of Engineering, Mahidol University, Salaya 73170, Nakhon Pathom, Thailand)

  • Adisorn Leelasantitham

    (Technology of Information System Management Division, Faculty of Engineering, Mahidol University, Salaya 73170, Nakhon Pathom, Thailand)

Abstract

The holistic perspective model is a concept of three stages that considers the whole of online consumer behavior. It is based on dynamic aspects and overview measurement to demonstrate the preliminary of three stages, including “Pre-purchase”, “Purchase” and “Post-purchase”. There is a shared purpose for all the positive, negative, and hesitation factors that inhibit or encourage online shopping decisions. This model can capture the dynamic and fast-changing elements in online shopping platforms. Most online buying-selling platforms are gaining popularity and growing rapidly. Thus, they should maintain good levels of online customers’ satisfaction. This research presents a balanced investigation model of online consumer purchasing behaviors under uncertainty through the integration of Push-Pull Mooring (PPM) theory and the three stages of online consumer behaviors. In this study, questionnaires were collected from 525 online applications from experienced users of electronic business platforms. The outcome reveals that PPM affects three stages of online consumer behaviors. This means that PPM factors influence online customers during and after online shopping. This research can be used to develop attractive online shopping applications for prospective customers while retaining existing customers, which is the challenge faced by online shopping platforms.

Suggested Citation

  • Prateep Puengwattanapong & Adisorn Leelasantitham, 2022. "A Holistic Perspective Model of Plenary Online Consumer Behaviors for Sustainable Guidelines of the Electronic Business Platforms," Sustainability, MDPI, vol. 14(10), pages 1-38, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:6131-:d:818438
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    2. Petcharat, Thanatchaphan & Jattamart, Aungkana & Leelasantitham, Adisorn, 2023. "A conceptual model to imply a negative innovation assessment framework on consumer behaviors through the electronic business platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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