Journal of Direct, Data and Digital Marketing Practice

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Web 2.0: Conceptual foundations and marketing issues

Efthymios Constantinides and Stefan J Fountain

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Figure 1.

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Factors influencing the decision-making process in an information-based marketplace adapted from Kotler (2003) and Constantinides (2004)
Notes: A and B: Factors affecting the buying decision-making process in traditional shopping environments. A, B and C: Factors affecting the buying decision-making process in an internet (Web 1.0)-mediated environment.
A, B, C and D: Factors affecting the buying decision-making process in an internet (Web 2.0)-mediated environment

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