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  Partner: UNT College of Business
 Resource Type: Article
 Collection: UNT Scholarly Works
Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective
This article discusses marketing accountability using spreadsheets.
A Theory-of-Planned-Behavior Perspective on B2C E-Commerce
This article discusses a study that shows how different shopping orientations influence customers/ shopping criteria. Employing the Theory of Planned Behavior, this study surveys 688 respondents. Our analysis resulted in five shopping-orientation, and four shopping-criteria scales. The results suggest that customers who are 1. 'Local shopper' or 'technology' oriented, attach higher importance to the criteria of 'shopping environment' and 'merchandise'; 2. 'Local patronage' oriented attach higher importance to the 'shopping environment' criterion and 3. 'Time-concern' oriented, attach higher importance to the 'convenience' criterion.