Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. 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…mehr
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. 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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Haugtvedt, Curtis P.; Machleit, Karen A.; Yalch, Richard
Inhaltsangabe
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.
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.
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