Buyer´s Journey and Kolb's Learning Styles Buyer´s Journey and Kolb's Learning Styles of the Centennials Related to E-Commerce

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2024, Volume and Issue: unknown, P. 71 - 93

Published: Aug. 21, 2024

The lack of knowledge the Centennial generation's characteristics, particularly their learning styles, affects B2C buyer's journey efficiency with research offering little insight into relationship. This interdisciplinary carries out a cross-sectional statistical analysis styles generation based on Kolb's theory (related to consumer behavior), intending influence design strategies improve efficiency. For this, survey was carried 351 persons. comprises 12 Statements related theory. As result, it found that has two dominant accommodating (LS1) and divergent (LS3). Considering above, is concluded prefers concrete experiences feeling (EL1). In addition, an discussion presented relate findings marketing, web design, anthropology, mathematical disciplines. Finally, some theoretical practical implications are concerning Centennials-buyer's

Language: Английский

Editorial: Marketing y comportamiento de consumidor durante y en la superación de una pandemia

Innovar, Journal Year: 2022, Volume and Issue: 32(86), P. 3 - 12

Published: Sept. 30, 2022

Dadas las anteriores consideraciones, en agosto de 2021 la Revista Innovar realizó un llamado a número especial cuyo propósito fue brindar comunidad académica del área marketing espacio para analizar manera plural este fenómeno. Como resultado se recibieron 48 documentos y presente edición, volumen 32, 86, presenta los diez artículos aceptados; una próxima espera publicar más resultados investigación que abordan relevante fenómeno global. A continuación, síntesis hacen parte especial.