Journal ArticleDOI
Marketing on the internet - who can benefit from an online marketing approach
Melody Y. Kiang,T. S. Raghu,Kevin H. Shang +2 more
- Vol. 27, Iss: 4, pp 383-393
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TLDR
Building upon previous research in the area of channel selection, this work provides a means of classifying Internet marketing initiatives based on product characteristics and can help analyze the significance of each factor on the success of a firm's online marketing approach.Abstract:
The research builds upon the literature in electronic commerce and past research in marketing with the objective of understanding factors that impact a product's adaptability to online marketing. A review of marketing channel choice literature reveals a set of factors and channel choice functions that are considered important in making channel decisions. Using this as a basis, four major channel functions, namely, product customization, availability, logistics, and transaction complexity are considered relevant in understanding the implications for Internet marketing. By building upon previous research in the area of channel selection, we provide a means of classifying Internet marketing initiatives based on product characteristics. The classification scheme based on product characteristics can help analyze the significance of each factor on the success of a firm's online marketing approach. Further, the classification scheme is used to discuss decision support implications.read more
Citations
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Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in
John G. Lynch,Joseph W. Alba +1 more
TL;DR: In this paper, the authors examine the implications of electronic shopping for consumers, retailers, and manufacturers, assuming that near-term technological developments will offer consumers unparalleled opportunities to locate and compare product offerings.
Journal ArticleDOI
Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics
TL;DR: Results of a study that measured consumer satisfaction with the EC channel through constructs prescribed by three established frameworks, namely the Technology Acceptance Model (TAM), Transaction Cost Analysis (TCA), and Service Quality (SERVQUAL) found that TAM components--perceived ease of use and usefulness--are important in forming consumer attitudes and satisfaction withThe EC channel.
Journal ArticleDOI
The impact of consumer Internet experience on channel preference and usage intentions across the different stages of the buying process
TL;DR: In this paper, the authors investigate consumer preference for online versus offline purchasing of a complex service (home mortgage), across the three stages of purchasing, namely, pre-purchase, purchase, and postpurchase.
Journal ArticleDOI
Predicting and explaining patronage behavior toward web and traditional stores using neural networks: a comparative analysis with logistic regression
TL;DR: Neural network models are developed, which are known for their capability of modeling noncompensatory decision processes, to predict and explain consumer choice between web and traditional stores, and indicate that the influential factors are different across product categories.
Journal ArticleDOI
The effect of web advertising visual design on online purchase intention
TL;DR: Results on the moderating role of gender suggest that web advertising visual cues have direct effect on consumers' purchasing intention for male groups but not for female groups, which contributes to the understanding the role of visual dimensions in forming online purchase intentions.
References
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Journal ArticleDOI
The Economic Institutions of Capitalism
TL;DR: The Economic Institutions of Capitalism as mentioned in this paper is a seminal work in the field of economic institutions of capitalism. Journal of Economic Issues: Vol. 21, No. 1, pp. 528-530.
Book
Marketing management: analysis. planning. implementation and control
TL;DR: In this paper, the authors discuss the critical role of marketing in organizations and society, and propose a set of strategies for the global marketplace, including direct marketing, sales-promotion, and public-relations.
Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in
John G. Lynch,Joseph W. Alba +1 more
TL;DR: In this paper, the authors examine the implications of electronic shopping for consumers, retailers, and manufacturers, assuming that near-term technological developments will offer consumers unparalleled opportunities to locate and compare product offerings.
Journal ArticleDOI
Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces:
Joseph W. Alba,John G. Lynch,Barton A. Weitz,Chris Janiszewski,Richard J. Lutz,Alan Sawyer,Stacy Wood +6 more
TL;DR: In this article, the authors examine the implications of electronic shopping for consumers, retailers, and manufacturers, and they assume that near-term technological developments will offer consumers unparalleled oppo...
Journal ArticleDOI
Consumer reactions to electronic shopping on the world wide web
TL;DR: Overall, the results suggest that World Wide Web merchants need to think more about how they perform on the factors known to affect consumer behavior; namely, product perceptions, shopping experience, and customer service.
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