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Research Jungle on Online Consumer Behaviour in the Context of Web 2.0: Traceability, Frontiers and Perspectives in the Post-Pandemic Era

by 1, 2,* and 2
1
Glorious Sun School of Business & Management, Donghua University, Shanghai 200051, China
2
School of Management, Shanghai University, Shanghai 200444, China
*
Author to whom correspondence should be addressed.
Academic Editors: Francesco Bellini, Alina Mihaela Dima, Alessio Maria Braccini and Rocco Agrifoglio
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1740-1767; https://doi.org/10.3390/jtaer16050098
Received: 16 April 2021 / Revised: 1 June 2021 / Accepted: 2 June 2021 / Published: 3 June 2021
(This article belongs to the Special Issue Digital Resilience and Economic Intelligence in the Post-Pandemic Era)
In recent years, the study of online consumption behavior has gradually formed its research system and analysis model based on the inheritance of traditional research paradigms, focusing on the inner mechanism of consumption models explained by consumption activities. Online consumption is based on the research scenario of social e-commerce and forms a broad research network through the extension of consumer objects, consumer psychology, and consumer concepts. Although the theoretical constructs of online consumer behavior continue to improve, the relevant studies still do not fully grasp the research frontiers due to the lagging research nature. In the context of Web 2.0, it is impossible to run through the latest developments in online consumption research. Moreover, the study of online consumer behavior has shown a trend of diversification and multiple schools of thought, and a research jungle has emerged, which in essence is the perfection and new height of the study of consumerism. This paper analyses the origins, frontiers, and prospects of online consumer behavior research to clarify the formation principles, development paths, and future directions of the online consumer behavior research jungle. Ultimately based on the economic changes in the post-pandemic context, this paper integrates and proposes an evolving mechanism for studying online consumption behavior, intending to achieve a peek into and reveal the jungle of online consumption research. View Full-Text
Keywords: online consumer behavior; research jungle; consumer science; social e-commerce; web 2.0 online consumer behavior; research jungle; consumer science; social e-commerce; web 2.0
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MDPI and ACS Style

Zhang, X.; Liu, H.; Yao, P. Research Jungle on Online Consumer Behaviour in the Context of Web 2.0: Traceability, Frontiers and Perspectives in the Post-Pandemic Era. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1740-1767. https://doi.org/10.3390/jtaer16050098

AMA Style

Zhang X, Liu H, Yao P. Research Jungle on Online Consumer Behaviour in the Context of Web 2.0: Traceability, Frontiers and Perspectives in the Post-Pandemic Era. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1740-1767. https://doi.org/10.3390/jtaer16050098

Chicago/Turabian Style

Zhang, Xi; Liu, Hongda; Yao, Pinbo. 2021. "Research Jungle on Online Consumer Behaviour in the Context of Web 2.0: Traceability, Frontiers and Perspectives in the Post-Pandemic Era" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1740-1767. https://doi.org/10.3390/jtaer16050098

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