Consumer Behaviour in Online Contexts 7.5 credits

Consumers as users are critically important to the success of digital products such as websites, applications (apps) and video games. This course seeks to provide the student with the necessary understanding of how consumers behave in online contexts and their interaction with digital products. The focus in this course includes the models, theories, and principles that can be used to understand the reactions of consumers to digital products to improve the user experience. The course includes the following elements: - The nature and importance of consumers in the success of digital products - Business and final consumers and their use of digital products - Individual and group determinants of consumer behavior in an online context - Gamers as consumers of digital products - The online customer journey, decision-making, and transaction abandonment - The relevant consumer behavior models, theories, and concepts that explain the success of digital products including models such as Acceptance Models (e.g., UTAT2, TAM) and Technology Readiness Index (TRI)