Consumer Engagement As a Motivational Construct: Evidence From Consumption Experiences in an Online Auction

Two alternative views are widely held regarding the nature of consumer engagement – engagement as a psychological state, or engagement as consumption behaviour. This paper argues for an alternative view, consumer engagement as a motivational construct. This conceptualisation is explored in the context of consumption experiences in a consumer-to-consumer online auction.



Citation:

Eathar Abdul-Ghani, Kenneth F. Hyde, and Roger Marshall (2014) ,"Consumer Engagement As a Motivational Construct: Evidence From Consumption Experiences in an Online Auction", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 43-44.

Authors

Eathar Abdul-Ghani, AUT University, New Zealand
Kenneth F. Hyde, AUT University, New Zealand
Roger Marshall, AUT University, New Zealand



Volume

LA - Latin American Advances in Consumer Research Volume 3 | 2014



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