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Title: Understanding Bi-directional Media Consumption in Online Shopping: A Case of Three Cities in India

Authors: Varsha Jain; B.E. Ganesh; Akansha Boaz; Amrita Bansal

Addresses: Author address listing can be found in the "About the Authors" section at the end of the article.

Abstract: The aim of the study is to develop a framework that simultaneously studies the intended purchase and the nature of the medium. The primary rationale for this study is to develop an actionable framework that can deal with the dimensions of the technological medium and the intended usage as simultaneous factors that interact and influence each other in a bi-directional format. To address the objectives of the paper, qualitative methods including Netnography, Focus Group Discussions (FGD), and In-depth interviews were carried out. The analyzing of data helped in the development of a robust and comprehensive framework that engages with the bi-directional dynamism of the acceptance of the medium and its intended usage.

Keywords: Bi-directional media; intended usage of media; generation Y.

DOI: 10.1504/JBM.2018.141266

Journal of Business and Management, 2018 Vol.24 No.2, pp.47 - 74

Published online: 05 Sep 2024 *