A01 chaf6542 06 se fm indd

Online buyer behaviour 

An assessment of how 

consumers and business people use the Internet in 

combination with other communications channels when 

selecting and buying products and services.

Online customer experience 

The combination of 

rational and emotional factors of using a company’s online 

services that influences customers’ perceptions of a brand 

online.

Online intermediaries 

Websites which help connect 

web users with content they are seeking on destination 

sites. Include new online intermediaries such as search 

engines and shopping comparison sites and traditional 

Z01_CHAF6542_06_SE_GLOS.indd   658

7/22/14   1:39 AM

---

659

Glossary

brokers, directories and newspaper and magazine 

publishers that now have an online presence.