Refocusing Consumer Behavior Theory for Developing Products Using Marketplace Technologies

Abstract

The objective of this article is to present a new perspective of the Consumer Behavior Theory for studies related to new marketplace technology made products. For the development of this objective, the present work states the following questions. First of all, about the way customers perceive the new technology made products and how these ones affect their purchase decision-make process. Second question is based on, if new technology made products are the results of reconceptualizations the science has produced concerning the theories which permitted the development of the present society, the actual theory of consumer behavior must show, as well, limitations on its application to studies related to these products, if we realize its theoretical body is the result of the understanding of concepts, originated by science.

Keywords: consumer behavior, new technologies, refocusing theory.

JEL Classification: M300, M310