Figure 4
The framework is shown in a box that contains three columns. The first column is labeled “Input: External influences” and contains three vertically arranged text boxes labeled from top to bottom as “Microenvironmental factors: Digital communities, social networks, digital platforms and other consumers (I and K S)”, “Macroenvironmental factors: Culture, technology, and disruptions”, and “Marketing strategies or influences: Satisfaction, brand communities, communication, advertising, and disruption management”. The second column is labeled “Process: Consumer” and contains a vertical box that includes two vertically arranged text boxes labeled “Personal and psychological characteristics of consumers: Roles, motivation, personality, perceived behavioral control, subjective knowledge, innovation, and leadership” and “Decision-making process: Comparison of benefits and costs associated with behavior”. The third column is labeled “Output: Results” and contains a box that includes two vertically arranged text boxes labeled “Consumer behaviors of I and K S: Browse and like, publish comments and posts, answer questions and cross-questions, and publish innovations” and “Subsequent behaviors: Loyalty to the brand or digital site and purchase intentions”. An upward arrow emerges from “Macroenvironmental factors” and points to “Microenvironmental factors”. A downward arrow emerges from “Macro environmental factors” and points to “Marketing strategies or influences”. A rightward arrow from “Macro environmental factors” emerges and points to the “Process” column box containing “Personal and psychological characteristics of consumers” and “Decision-making process”. A double-headed horizontal arrow connects “Micro environmental factors” and the process box containing “Personal and psychological characteristics of consumers” and “Decision-making process”. Another double-headed horizontal arrow connects “Marketing strategies and influences” with that same process box. A downward arrow emerges from “Personal and psychological characteristics of consumers” and points to “Decision-making process”. A double-headed horizontal arrow connects the vertical process box containing “Personal and psychological characteristics of consumers” and “Decision-making process” to the output results box that contains “Consumer behaviors of I and K S” and “Subsequent behaviors”. A downward arrow emerges from “Consumer behaviors of I and K S” and points to “Subsequent behaviors”.Consumer behavior model of I&KS