Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement in the global economy. The Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement provides current research on topics relevant to consumer beliefs, feelings, attitudes, and intentions and how best to utilize this research improving consumer appeal and relationships. Emphasizing critical topics in the field of consumer behavior research, this publication is a comprehensive resource for marketing professionals, managers, retailers, advertising executives, scholars, and graduate-level students in marketing, psychology, and MBA programs. Cover Title Page Copyright Page Book Series Editorial Advisory Board List of Contributors Table of Contents Detailed Table of Contents Preface Acknowledgment Chapter 1: An Online Marketing Strategies Assessment for Companies in Airlines and Entertainment Industries in Malaysia Chapter 2: Mastering Consumer Attitude and Sustainable Consumption in the Digital Age Chapter 3: Consumer Acceptance of Internet Banking Chapter 4: Students' Acceptance of YouTube for Procedural Learning Chapter 5: Students' Acceptance and Use of Interactive Whiteboard Chapter 6: Students' Acceptance to Self-Archive in Institutional Repositories towards a Unified View Chapter 7: Predicting Users' Intention towards Using Library Self-Issue and Return Systems Chapter 8: Roles of Interactivity and Usage Experience in E-learning Acceptance Chapter 9: Factors Affecting Hotel Visitors' Usage of Guest Empowerment Technology (GET) Chapter 10: Factors Affecting Students' Acceptance of SMART2 Learning Management System Chapter 11: Factors Affecting the Students' Intention to Use Web-Based Learning System Chapter 12: Factors Influencing Consumer Acceptance of Internet of Things Technology Chapter 13: Consumer Intention to Use QR Code Chapter 14: Consumer Intention to Use Smartphone for Mobile Shopping Chapter 15: Consumer Perception towards Internet Health Information Resources Chapter 16: Students' Experiential Motives and Intention to Play Online Games Chapter 17: Students' Information-Seeking Intention in Academic Digital Libraries Chapter 18: Impact of Online Instructional Game Features on Students' Perceived Motivational Support and Cognitive Investment Chapter 19: The Adoption of SMP Chapter 20: Moderating Effect of Races towards Consumers' Feeling of TCM Usage Compilation of References About the Contributors Index Optional Back Ad "This book provides relevant and current research on topics relevant to consumer beliefs, feelings, attitudes, and intentions and how best to utilize this research improving consumer appeal and relationships"-- Provided by publisher