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significantly explain attitude towards the brand which, in turn, is positively related to purchase intention. We will study if there is a direct and positive relationship between EFF and PURI, and also the causal impact of EFF on involvement in purchase decision, which seems to be a mediator in the relation between EFF and PURI. However, Okasaki and Rivas (2002) examined the information content variable on Japanese Multinational Corporations homepages and found that some cues identified by Resnik and Stern (1977) concerning information content should be present to help consumers make a clever purchasing decision. Several researchers pointed out that the Internet contained a higher level of information, compared to other media, and it is a highly involved medium with a mix of electronic and print media (Yoon, 2000; Novak and Hoffman, 1996). Thus, we consider the measure of information level as an indicator of the degree of involvement (Yoon, 2000; Okasaki and Rivas, 2002). From purely utilitarian motives (functional attributes), surfers may be highly involved in an ad because of the information related to a subject area (type of disease) or toward information or a product/service (OTC drug) (= EFF) (Park and Young, 1983, 1986). Exploratory behavior. No research has been published on the impact of effectiveness of the information content on surfers’ exploratory behavior. When surfers find an interesting topic to investigate through the Internet, the quality of the information content induces them to scroll and browse in order to get the most complete and appropriate information about it. Outcomes. Others studies consider characteristics of a Web site such as content that refers to the information, features or services offered, whereas design is the way used by marketers to show the content to the surfers. More specifically, contents have an important role in influencing the purchase decision process of a consumer (in our case, pre-purchase and purchase intentions). Design of a Web site must contain three important elements. First, there are the ease of and time taken for surfing, second, the pages downloaded (Kelsey and Misic, 1999), and finally, the improvement of its visual appeal. Thus, consistent links to each page of the site, use of effective navigation buttons, and an index to this site are important to develop when designing a B2C web site. Thus: H3: When consumers surf the Web, the effectiveness of the information content of the Web site is positively related to: a) attitude toward the Web site, b) involvement, c) exploratory behavior, d) involvement in purchase decisions for the product, and e) purchase intentions. 200
3.1.4. Entertainment According to Ducoffe (1996), Informativeness and Entertainment are perceptual antecedents of ad value. Media context has an important influence on the ad value, since previous studies demonstrated that consumers think that newspapers carry the most informative, reliable and believable ad, whereas TV and radio rate lower on these attributes (Bauer and Greyser, 1968, Becker, Martino and Towners, 1976). On the other hand, TV ads are the most entertaining (Larkin, 1979). According to McQuail (1983), the value of entertainment rests in its capability to fulfill audience needs for escapism, diversion, aesthetic enjoyment or emotional release. People grading Web ads high in value would also tend to develop favorable general attitudes. Entertainment would retain an independent and direct impact on overall ad attitudes since both of these constructs have affective dimensions that are not captured by ad value. Content (informativeness) and form (entertainment), crucial to its effectiveness, are both important predictors of ad value (Aaker, Batra and Myers, 1992). For the Web, one value-enhancing benefit of its interactive ability is the access it will afford consumers to an ad that is timely, relevant and convenient, all crucial determinants of its informativeness (Ducoffe, 1996). As stated by Eighmey and McCord (1995, 1997), a commercial Web site is a complex assortment of uses and gratifications, among which entertainment or stimulation would be the leading dimension, followed by informativeness, involvement with others, personal involvement with information content, and executional dimensions related to information overload. Still, Eighmey and McCord (1997) showed a consistency with previous uses and gratifications studies and studies of TV commercials and Web sites. In fact, effective Web sites correspond to the valuable intersection of informativeness and entertainment, as surfers are attracted to information that adds value in both form and substance. Entertainment factor is similar but not identical to terms that load highly on an entertaining dimension often found in raters evaluations of TV commercials. Stern (1990) mentioned that consumers who consider an ad as entertaining are more likely to credit the brand with positive attributes and are more likely to intend to purchase the brand. As previously seen in the ELM, we can name attractive sources (in our case, similar to entertainment), music (Chebat et al., 2001), humor, and visuals as peripheral cues (Cho, 1999; Shavitt et al., 1994). This affective variable influences attitude towards the brand which impacts purchase intention (De Pelsmacker et al., 1998). 201
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Volume 2 Contents: A Global Examina
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A Global Examination Of Relationshi
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and to measure them simultaneously
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customers’ total consumption expe
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From product perceived quality towa
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cumulative, or a combination of the
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trust4 -.68 commit1 .59 commit2 .51
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we observed that the least correlat
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outside of the consumption experien
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REFERENCES Anderson Eugene W., Forn
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Holbrook Morris B. Consumer Value:
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APPENDIX 1. DESCRIPTION OF THE ITEM
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An Empirical Examination of Retail
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This paper is organized in the foll
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Human and cognitive effort has been
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Seiders, Berry, and Gresham (2000)
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The four dimensions of retail conve
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2000). In-store shoppers receive th
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process resulted in slightly differ
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examine the dimensionality of these
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Seiders, Berry, and Gresham’s (20
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used, and the respondents were all
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Enis BM, Roering KJ. Product classi
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Table 1 Dimensions of Convenience G
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Table 3 Retail Convenience Scale Re
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Table 5 Correlations, Means, and St
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Error! Figure 1 Retail Convenience
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and Novak, 1996; Hammond, McWilliam
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and Hirschman, 1982, p 132). These
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interpretations of, all factors par
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the hedonic aspects of the online s
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satisfaction (Oliver, 1980; Westbro
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H6). It involves performing a multi
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Differences between the “shopping
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(Hypothesis 5) and online shopping
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demonstrates the importance of meas
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Dabholkar, Pratibha A. Incorporatin
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Mano Haim Elliott Michael T. Smart
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Zeithaml V., Parasuraman A. Malhotr
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1. Introduction Like inseparability
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specific attributes. Dealing with p
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2.2. Perceived Difficulty of Evalua
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and mentally intangible a product/s
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2.4.1. Knowledge and Intangibility
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category, we included both generic
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goods exhibit higher levels of phys
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5.1. Intangibility: Brand and Gener
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greater involvement with the purcha
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with generality, may also affect co
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Berry LL, Clark T. Four ways to mak
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Laroche M, Bergeron J, Goutaland C.
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Questionnair es Questionnaire 1 Que
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Table 3 Results of factor analysis
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Table 4 Summary of results 108
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Table 5 Stepwise multiple regressio
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Table 8 Stepwise multiple regressio
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114
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Intangibility Physical intangibilit
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net income of 94% and 119%, respect
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this, it is not surprising that eBa
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frequently referred to as feedback
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An auction participants’ feedback
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The objective of study one was to i
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excerpts that were selected and fus
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Consumers believed that sellers wit
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negative feedback could be me,” a
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idder should read the praises too b
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first study focused on one class of
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Rothkopf, Joydeep Srivastava, Rami
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Industrial Economics. 50:3. 337-349
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http://www.laxshopper.com/index.htm
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144
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Firstly, the consumer is supposed t
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For the psycho-sociology of environ
Page 150 and 151: To analyse appropriation strategies
Page 152 and 153: The second strategy is the most ela
Page 154 and 155: From the appropriation perspective
Page 156 and 157: To test these hypotheses we selecte
Page 158 and 159: Glace Glace Chart 4. Spatial config
Page 160 and 161: Chart 5b. Spatial configuration of
Page 162 and 163: No differences between the three di
Page 164 and 165: appropriation strategies adopted by
Page 166 and 167: A matrix of space management can th
Page 168 and 169: Holbrook M.B. (1999), Introduction
Page 170 and 171: Asymmetric Quality Tier Competition
Page 172 and 173: Wisniewski (1989) proposed a theory
Page 174 and 175: alternatives prior to the choice de
Page 176 and 177: decrease in tradeoff when L reduces
Page 178 and 179: As Bronnenberg and Wathieu (1996) u
Page 180 and 181: Those conceptually based utility fu
Page 182 and 183: ecent existing research (Sivakumar
Page 184 and 185: increased by 10% (conceptually the
Page 186 and 187: REFERENCES Allenby GM. A unified ap
Page 188 and 189: Table 1. Estimation Results _______
Page 190 and 191: Q U A L I T a H H’ x b PRICE 190
Page 192 and 193: MODELING THE IMPACT OF INTERNET ATM
Page 194 and 195: Eroglu et al (2001) proposed a typo
Page 196 and 197: playfulness (enjoy visiting Web sit
Page 198 and 199: H2: When consumers surf the Web, th
Page 202 and 203: Involvement toward an ad based on v
Page 204 and 205: usefulness and the resourcefulness
Page 206 and 207: 3.2.2.2. Involvement The final comp
Page 208 and 209: environmental cues on purchase beha
Page 210 and 211: 6. Test of Hypotheses [Insert table
Page 212 and 213: Cacioppo, Schumann, 1983; Petty and
Page 214 and 215: Pelsmacker et al, 1998). ATTI is li
Page 216 and 217: improvements are brought into navig
Page 218 and 219: Cho, C.H.: How Advertising Works on
Page 220 and 221: Liu, C. and Arnett, K.P. Exploring
Page 222 and 223: Rose, G., Khoo, H. and Straub, D.W.
Page 224 and 225: Table 1: Results of Confirmatory Fa
Page 226 and 227: Table 2: Full Structural Model Fit
Page 228 and 229: EXPB� INV H7b NS 0.080 0.062 0.00
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Page 232 and 233: MAPPING RETAILING ENTREPRENEUR DECI
Page 234 and 235: Attempts to use a framework to find
Page 236 and 237: attempts resulting in failure are n
Page 238 and 239: included in this sentence would be
Page 240 and 241: Detailed causal maps are needed in
Page 242 and 243: Start-up. Details of the stream of
Page 244 and 245: more successful when they avoid big
Page 246 and 247: Axelrod, Robert (1976), "The Cognit
Page 248 and 249: 1. Brian Shore starts several + 2.
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+ 1. B.S. ‘Maximizes use of fryin
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degree of importance consumers plac
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initial use of the word “convenie
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In the decision-making process, tim
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at home 24 hr/7 days a week (Hofack
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Figure 1 about here ---------------
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the organization and design of the
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ehavior courses participated as bot
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convenience is different for the tw
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should seek to establish a similar
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obtained a small sample size of onl
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Dunn DT, Thomas CA, Lubawski JL. Pi
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Table 1 Dimensions of Convenience G
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Table 3 Retail Convenience Scale Re
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Table 5 Correlations, Means, and St
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Error! Figure 1 Retail Convenience
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Customer-to-customer interaction is
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Second, we need to find out the opt
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esponse to the behavior of other cu
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ewards (Swinyard 1993). A customer
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Values may be defined as beliefs th
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find out the optimal combination of
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Taguchi recommends the use of signa
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epresent higher tolerance of incomp
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estaurant where they can escape inc
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Three significant interaction terms
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McGrath, Mary Ann, Otnes, Cele, (19
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Table…2 Tests of Between-Subjects
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Figure…2 (a) Combination of L4 Ta
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