Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World
Editat de Curtis P. Haugtvedt, Karen A. Machleit, Richard Yalchen Limba Engleză Hardback – 13 ian 2005
The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments.
Broken into six sections, this book:
- focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum;
- examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks;
- provides readers with reasons why consumers customize products and the benefits of customization;
- discusses the psychological effects of site design;
- asks the question of whether the Internet empowers consumers to make better decisions; and
- discusses research tools that can be used online.
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Specificații
ISBN-13: 9780805851540
ISBN-10: 0805851542
Pagini: 574
Dimensiuni: 152 x 229 x 34 mm
Greutate: 1.22 kg
Ediția:New.
Editura: Taylor & Francis
Colecția Psychology Press
Locul publicării:Oxford, United Kingdom
ISBN-10: 0805851542
Pagini: 574
Dimensiuni: 152 x 229 x 34 mm
Greutate: 1.22 kg
Ediția:New.
Editura: Taylor & Francis
Colecția Psychology Press
Locul publicării:Oxford, United Kingdom
Public țintă
ProfessionalCuprins
Contents: C.P. Haugtvedt, K.A. Machleit, R.F. Yalch, Introduction. Part I: Community. A. Toder-Alon, F.F. Brunel, W.L.S. Siegal, Ritual Behavior and Community Change: Exploring the Social-Psychological Roles of Net Rituals in the Developmental Processes of Online Consumption Communities. R.M. Schindler, B. Bickart, Published Word of Mouth: Referable, Consumer-Generated Information on the Internet. R. Lewis, L. Mobilio, J.E. Phelps, N. Raman, Understanding Pass-Along Emails: Motivations and Behaviors of Viral Consumers. D.M. Boush, L. Kahle, What, and How, We Can Learn From Online Consumer Discussion Groups. Part II: Advertising. A. Mitchell, A. Valenzuela, How Banner Ads Affect Brand Choice Without Click-Through. J-L. Chandon, M.S. Chtourou, Factors Affecting Click-Through Rate. M.R. Nelson, Exploring Consumer Response to "Advergaming." R.J. Kent, P.D. Lynch, S.S. Srinivasan, Going Mobile: Marketing and Advertising on Wireless Networks Around the World. Part III: Customization. J.J. Crow, J. Shanteau, Online Product Customization: Factors Investigating the Product and Process. J. Godek, J.F. Yates, Marketing to Individual Consumers Online: The Influence of Perceived Control. D. Luna, L.A. Perrachio, M.D. de Juan Vigaray, Smoother Surfing Across Cultures: Bilinguals on the Web. K.B. Murray, G. Häubl, Processes of Preference Construction in Agent-Assisted Online Shopping. Part IV: Site Design. R.C. Omanson, J.A. Cline, C.L. Nordhielm, Effects of Visual Consistency on the Site Identity and Product Attitude. E. Purinton, D.E. Rosen, Gendered Information Processing: Implication for Web Site Design. B. Fasolo, G.H. McClelland, K.A. Lange, The Effect of Site Design and Interattribute Correlations on Interactive Web-Based Decisions. Part V: Decision Making. P. Henry, Is the Internet Empowering Consumers to Make Better Decisions, or Strengthening Marketers' Potential to Persuade? S. Mishra, R.W. Olshavsky, Rationality Unbounded: The Internet and Its Effect on Consumer Decision Making. J.W. Park, H-J. Lee, H-I. Lee, Consumer Relationships With an e-Brand: Implications for e-Brand Extensions. A.M. Levin, I.P. Levin, C.E. Heath, Finding the Best Ways to Combine Online and Offline Shopping Features. E. Sivadas, B. Stern, R. Mehta, M. Jones, Consumer Behavior in Online Auctions: An Exploratory Study. N.T. Brewer, The Impact of Internet Use on Health Cognitions and Health Behavior. Part VI: Research Tools and Approaches. T. Daugherty, H. Li, F. Biocca, Experiential Ecommerce: A Summary of Research Investigating the Impact of Virtual Experience on Consumer Learning. B.G. Englis, M.R. Solomon, P. Danskin, Web-Based Consumer Research.
Recenzii
"The volume serves to better acquaint advertisers with the medium and its potential, and challenges researchers to think about the advantages and disadvantages of the Web as an advertising medium."
—APADE
—APADE
Notă biografică
Haugtvedt, Curtis P.; Machleit, Karen A.; Yalch, Richard
Descriere
This edited volume--sponsored by the SCP and similar to Schumann/Thorson "Advertising and the World Wide Web (`99)"--contains historical and theoretical foundations of the Internet. It will discuss the structure of Web advertising and serves to better ac