Service Marketing in Online Shopping Platform: Psychological and Behavioral Dimensions

This conceptual analysis critically discusses how service marketing is workable for online shopping platforms and how important service-related and influenced factors played their roles the aforementioned issue. The concepts of service, service marketing, and related factors were re-visited, or at l...

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Bibliographic Details
Published in:Frontiers in psychology 2021-10, Vol.12, p.759445-759445
Main Authors: Wang, Yong, Qi, Manzu, Parsons, Liz, Tsai, Fu-Sheng
Format: Article
Language:English
Subjects:
behavioral antecedents
online shopping
platform
psychological antecedents
Psychology
service marketing
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Summary:This conceptual analysis critically discusses how service marketing is workable for online shopping platforms and how important service-related and influenced factors played their roles the aforementioned issue. The concepts of service, service marketing, and related factors were re-visited, or at least reflected, in the new context of online platforms. Mostly, we framed the essence and importance of those discussed factors from the psychological and behavioral angles. Implications for theory, practices, and policy-making were offered seriously.
ISSN:1664-1078
1664-1078
DOI:10.3389/fpsyg.2021.759445