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Book cover Internet Marketing and Big Data Exploitation

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Abstract

Various concepts have been utilised to evolve models to define the nature of customer behaviour in relation to the utilisation of websites. Alhudaithy and Kitchen (2009) posited that these various theories may not encompass all the factors that could influence an individual’s Internet utilisation. This is because these various theories tend to provide somewhat vague constructs which may not be entirely relevant to the specific nature and impact of online technology. As a consequence, these authors concluded that the actual nature of a website’s specific features needs to be considered when seeking to achieve an effective understanding of visitor behaviour.

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Authors and Affiliations

  1. University of Auckland, New Zealand

    Ian Chaston

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  1. Ian Chaston
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© 2015 Ian Chaston

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Chaston, I. (2015). Websites. In: Internet Marketing and Big Data Exploitation. Palgrave Macmillan, London. https://doi.org/10.1057/9781137488961_8

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