Ontology development for e-marketing mix model mapping with internet consumers' decision-making styles

Abstract

Based on a literature review of E-Marketing mix and Internet consumers' decision-making styles, we develop an ontology for e-marketing mix that is mapped with Internet Consumers' decision-making styles. This ontology defines the concepts for the relationships between the E-Marketing mix model and the psychological factors of Internet consumers. Based on the understanding of Internet consumers' decision-making styles, businesses can make use of their corresponding e-marketing mix to match with individual Internet consumers' decision-making styles in order to attract more targeted Internet consumers. As a result, it can generate profitable and sustainable revenue streams. © 2007 Springer.