Studying Consumer Behavior in an Online Context: The Impact of the Evolution of the World Wide Web for New Avenues in Research

• Maria Pilar Martinez-Ruiz,
• Karin S. Moser

Affiliations

Maria Pilar Martinez-Ruiz

Department of Business Administration, University of Castilla La Mancha, Albacete, Spain

Karin S. Moser

Business School, London South Bank University, London, United Kingdom