An exploratory study on factors affecting Internet marketing effectiveness

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An exploratory study on factors affecting Internet marketing effectiveness


Author: Li, Raymond Tak-ming
Title: An exploratory study on factors affecting Internet marketing effectiveness
Degree: M.B.A.
Year: 1998
Subject: Internet marketing
Consumer behavior
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: vii, 63 leaves : ill. ; 30 cm
Language: English
Abstract: This research study investigates the fundamental constructs that guide consumer behavior in Internet. It is proposed that under the unique media of Internet, the flow element is of central important and a unique construct that characterizes Internet marketing as its interactive nature is not shared by other forms of media such as TV, and magazine. For this reason, the flow element serves as the fundamental element for further understanding the consumer behavior under the cyber-world of Internet. On the practical aspect, the marketers are concerned about the profitability and effectiveness in making use of Internet to allow their products and services to get in-touch with their millions of potential customers in the cyber-world. The basis of marketing tells us that the perceptions of the media affect the attitudes toward individual advertisement and this can ultimately affect the perceived values of the products and services. Hoffman and Novak1 laid out the yet to be validated empirical framework for the Hypermedia Computer-Mediated Environment that study the fundamental construct of flow in the case of Internet. Docuffe2 addresses the determinants (Informativeness, Entertainment, and Irritation) in establishing advertising value on the Web in his article "Advertising Value and Advertising on the Web". These determinants serve as the bridge that links the flow element to the ultimate consumer attitude. Our present study is an attempt to bridge the gap between Hoffman and Novak framework and that of Docuffe through the investigation on the affection of flow element towards the determinants of the attitudes - informativeness, entertainment and irritation.

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