2017-18 VCU Faculty Handbook

The VCU Faculty Handbook contains information about the university, its campus and the surrounding community. The Handbook is not a complete guide to academics, research and other services, but is intended as a reference guide to orient new and continuing faculty to the university and provides additional sources for information. For detailed school or department information, please reach out to the specific departmental office. The VCU Office of Faculty Affairs is committed to updating the Handbook on a yearly basis

The Customer-Centered B2C Literature through the Lens of Activity Theory: A Review and Research Agenda

A multitude of published research studies investigate the B2C phenomenon from the customer point of view. At this point, making sense of such a large number of studies is a difficult task. The aim of this paper is to organize the literature to provide a clear depiction of what we know and what we don\u27t know about it in order to identify specific areas where future research efforts are needed. A review of the B2C literature of the past seven years yielded 115 papers investigating the phenomenon from the user/customer perspective, 74 of these were empirical. This literature is organized according to the Activity Theory framework, allowing for an enhanced understanding of the phenomenon through a social context perspective. Future research directions are identified and discussed