Consumers' Optimal Experience on Commercial Web Sites

2011 ◽  
pp. 78-94 ◽  
Author(s):  
Fang Wan ◽  
Ning Nan ◽  
Malcolm Smith
Keyword(s):  
Web Sites ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Optimal Experience ◽  
Future Research ◽  
Consumer Experience ◽  
Online Consumer ◽  
Online Experience ◽  
The Web

Though marketers are aware that online marketing strategies are crucial to attract visitors to Web sites and make the Web site sticky (Hoffman et al., 1995; Morr, 1997; Schwartz, 1996; Tchong, 1998), little is known about the factors that can bring out such a compelling online experience. This chapter examines how specific Web atmospheric features such as dynamic navigation design, together with Web users’ surfing goals, can lead to an optimal online experience. In addition, the chapter also examines the consequences of an optimal surfing experience on consumers’ attitudes toward commercial Web sites/brands (promoted on these sites) and purchase intentions. In this chapter, we review related research on online consumer experience, identify two key antecedents of the optimal online experience, report an experiment testing the effects of these antecedents and provide insights for future research.

Branding on the Internet

2011 ◽  
pp. 57-63
Author(s):  
Mary Lou Roberts ◽  
Eric Schwaab
Keyword(s):  
Online Marketing ◽  
The Internet ◽  
Brand Experience ◽  
Consumer Experience ◽  
Direct Response ◽  
Brand Development ◽  
Key Concepts ◽  
Marketing Activities ◽  
The Web ◽  
The Way

Marketers have regarded the Internet as the consummate direct-response medium. The ability to interact one-on-one with customers and the ability to track their every move allowed precision targeting never before possible. More recently it has become clear that the Internet can also be used in branding efforts. The ability to blend direct-response and branding efforts is the Internet’s greatest benefit and its ultimate challenge to marketers. This article reviews evidence for the branding impact of online marketing activities. It also looks at the key concepts of interactivity and consumer experience online. It then presents a construct we call interactive brand experience and describes the Internet-specific techniques that can be used to orchestrate brand experience on the Web. It concludes by summarizing the implications of using the Internet for brand development and discussing the way in which branding on the Internet is evolving.

Web Systems Design, Litigation, and Online Consumer Behavior

2008 ◽  
pp. 477-487
Author(s):  
Cherie Ann Sherman
Keyword(s):  
Consumer Behavior ◽  
Web Sites ◽  
Web Site ◽  
Systems Design ◽  
Legal Liability ◽  
Court Decisions ◽  
Online Consumer Behavior ◽  
Online Consumer ◽  
The Web ◽  
Web Systems

This chapter discusses recent court decisions, important to both Web site developers and corporations that restrict the software techniques that a developer may use, without legal liability for infringement. It demonstrates that e-commerce may be threatened by patents that have been recently awarded for long-existing software techniques and business methods, which are vital to the operation of most sites. The author explains that some software patents and business method patents were awarded in error because lack of a database of existing software made it difficult for patent examiners to identify whether an invention was truly new. Government and industry have taken steps to create a database of existing software and to adopt more rigorous standards for awarding these patents, which should help alleviate this problem. Nevertheless, the author contends that ultimately, consumers will experience less variety on the Web, as corporations become more aggressive in patenting Web-related inventions and asserting those patents against infringing Web sites. The author hopes to convey the benefits of conducting a legal audit for each Web site.

Online Shopping Experience

2004 ◽  
pp. 15-44 ◽  
Author(s):  
Yi M. Guo
Keyword(s):  
Influencing Factors ◽  
Web Sites ◽  
Online Shopping ◽  
Individual Characteristics ◽  
Consumer Experience ◽  
Preliminary Results ◽  
Factors Influencing ◽  
Shopping Experience ◽  
Research Questions ◽  
Online Consumer

In this chapter, a model of online shopping experience is proposed to unify previous works of online consumer experience. Online shopping experience (OSE) is the interaction between shoppers and commercial web sites. It consists of physical, cognitive, and affective activities, and in-progress responses. Factors influencing shopping experience include individual characteristics of shoppers, characteristics of stores and commercial web sites, characteristics of products and shopping task, and other contextual factors. The outcomes of shopping experience have been studied in many ways. Based on this model, series of research questions can be asked to examine relationships between components of shopping experience and influencing factors, and between shopping experience and shopping outcomes. Preliminary results of a study are reported to illustrate the usefulness of the concept of online shopping experience.

Toward a purposeful design strategy for visually impaired Web users

First Monday ◽  
2021 ◽  
Author(s):  
Rahul Barpanda ◽  
Jared Reyes ◽  
Rakesh Babu
Keyword(s):  
Theoretical Model ◽  
Web Sites ◽  
Web Site ◽  
Visually Impaired ◽  
Web Applications ◽  
Web Design ◽  
Design Strategy ◽  
Future Research ◽  
Perceived Complexity ◽  
The Web

The central premise of this research is the belief that using the Web non-visually is cognitively burdensome and tedious due to its complex, sight-centered design. There exists a literature gap on visually impaired (VI) users’ perceptions and experiences regarding Web site complexity. This paper reports the findings from a survey of 50 visually impaired individuals regarding perceived complexity and usability of a popular shopping Web site and its less complex version. Results show that significant gains in usability could be achieved by reducing complexity in Web design. A theoretical model of perceived complexity and associated propositions are presented to guide future research on improving the VI user experience of Web sites and Web applications.

scholarly journals Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

Market Forces ◽  
2020 ◽  
Vol 15 (2) ◽  
pp. 22
Author(s):  
Safeena Yaseen ◽  
Syed Amir Saeed ◽  
Muhammad Ibtesam Mazahir ◽  
Sara Chinnasamy
Keyword(s):  
Digital Media ◽  
Adult Female ◽  
Online Survey ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Survey Method ◽  
Future Research ◽  
Hedonic Value ◽  
The Impact ◽  
The Relationship

The promotion of controversial products on digital media has become a challenge for marketers as consumers of different ethnicities and cultures access web media. Therefore, the study has examined the impact of advertising’s antecedents on consumers’ attitude and their effect on purchase intentions. The study has also considered the mediating roles of attitude towards purchase intentions. The population for this study comprises of adult female digital media users. We collected data from 400 female respondents via the online survey method. The results suggest that hedonic value, falsity, and materialism directly impact attitude towards the advertising of controversial products. Further, hedonic value and materialism also affect purchase intentions. We also found that advertising attitude mediates the relationship between hedonic value, falsity, materialism, and purchase intentions. The study’s empirical results will help design appropriate marketing strategies, especially in the context of controversial products. Future research may extend the model by incorporating other factors and testing their efficacy in different regions and cultures.

The South African Online Consumer

2011 ◽  
pp. 216-225
Author(s):  
Kevin Johnston
Keyword(s):  
South Africa ◽  
South African ◽  
Web Sites ◽  
The South ◽  
Online Consumers ◽  
Online Consumer ◽  
Web Developers ◽  
The Web

This chapter attempts to develop a profile of online consumers in South Africa. Firstly, a profile of the South African online consumer is developed based on various research sources. The chapter then focuses on what the web consumers in South Africa want, and the challenges facing web developers and organizations developing web sites in South Africa.

scholarly journals Implementing Experiential Marketing in the Digital Age for a More Sustainable Customer Relationship

2021 ◽  
Vol 13 (4) ◽  
pp. 1865
Author(s):  
Ana-Maria Urdea ◽  
Cristinel Petrişor Constantin ◽  
Ioana-Mădălina Purcaru
Keyword(s):  
Customer Relationship ◽  
Digital Marketing ◽  
Future Research ◽  
Consumer Experience ◽  
Experiential Marketing ◽  
Research Directions ◽  
Future Research Directions ◽  
Online Consumer ◽  
Strategic Advice ◽  
Shed Light

We reviewed 58 empirical articles from the last two decades on experiential marketing in the e-commerce context. This literature review seeks to shed light into the fields of experiential and digital marketing, addressing the gaps in experiential aspects that appear during an online shopping session found in the literature. Thus, the paper identifies the elements that create the optimal consumers’ experience together with advantages, challenges, and strategic advice associated with the overall digital experience, an aspect that develops a more sustainable relationship between customers and e-businesses. The findings reveal that the most reported advantage of the overall digital experience is that it provides enhanced satisfaction, an aspect that is crucial for both consumers and online businesses, while some noted that frequent challenges are providing high levels of interactivity and trust. We found several other advantages and challenges of online consumer experience that led to the outlining of the strategic advice for online businesses, all being discussed in detail. The paper addresses a theoretical framework of digital marketing that is relevant for both academics and practitioners, suggestions for future research directions, and key research implications being offered.

Framing Political, Personal Expression on the Web

2011 ◽  
pp. 1580-1585
Author(s):  
Matthew W. Wilson
Keyword(s):  
Web Sites ◽  
Research Area ◽  
Virtual Space ◽  
Coalition Building ◽  
Future Research ◽  
Discussion Forums ◽  
Online Interactions ◽  
Political Implications ◽  
Political Act ◽  
The Web

The World Wide Web, as a collection of Web sites, Web services, and Web-enabled technologies, is a space of expression and contestation—a social construction of sorts. Additionally, the Web, as a locus of investigation, is gaining attention from scholars in the social sciences, feminist and critical theorists, as well as more recent poststructural reconceptualizations across many disciplines. One unifying interest is precisely the topic of this article: How might we recognize what is considered political and personal in a virtual space? To what sense can we distinguish political and personal expression online? This article frames the diverse perspectives for interrogating political and personal expression on the Web, while offering considerations for why these sorts of projects are at all necessary or useful. The determinacy of virtual, Web-based locations as political and/or personal is a complex endeavor. Does a prochoice posting to an anti-abortion online discussion group constitute a political act? What is potentially meant by “political”? Several discussion forums or news groups contain categories like “politics” or “government and politics” (see Yahoo! Groups for example); and yet, such groups may or may not be perceived as “political”. This perception of “being political” is dependent on certain philosophical tensions about what can be considered political in certain spaces and times. Other Web sites seek to build politics through the Web, via such movements as e-democracy, online deliberation, or public participation geographic information systems (Davies & Novack, forthcoming; Dragicevic & Balram, 2006). However, while building politics is certainly political, surficial analysis of such online-coalition building endeavors may resist or gloss the multiple political implications for constructing a politics. Therefore this entry contains a discussion of politics and “the political”; each as a perspective has certain methodological and empirical contingencies. Namely, how do we study online interactions? What sorts of data might we collect? Furthermore, how are we, as researchers, already implicated in our studies of online interactions? This entry proposes a diversity of approaches in studying interactions within the Web as informed by both the information sciences and the humanities and is organized into four sections: first, a background section which contemplates more traditional debate in political theory made relevant to studies of the Web; a second section which proposes (post)modernist and poststructuralist framings for researching personal and political expression; third, a section offering future research questions in this research area; and finally, conclusions that reflect upon research on the Web.

scholarly journals History Of Search Engines

2011 ◽  
Vol 15 (4) ◽  
pp. 47 ◽  
Author(s):  
Tom Seymour ◽  
Dean Frantsvog ◽  
Satheesh Kumar
Keyword(s):  
Search Engine ◽  
Search Engines ◽  
Business Models ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Search Engine Marketing ◽  
The Us ◽  
History Of ◽  
Search Marketing ◽  
The Web

As the number of sites on the Web increased in the mid-to-late 90s, search engines started appearing to help people find information quickly. Search engines developed business models to finance their services, such as pay per click programs offered by Open Text in 1996 and then Goto.com in 1998. Goto.com later changed its name to Overture in 2001, and was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google also began to offer advertisements on search results pages in 2000 through the Google Ad Words program. By 2007, pay-per-click programs proved to be primary money-makers for search engines. In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance. The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010. Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged. The term "Search Engine Marketing" was proposed by Danny Sullivan in 2001 to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals. Some of the latest theoretical advances include Search Engine Marketing Management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means of achieving top in search engines, and PayPerClick SEO. For example some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.

Branding on the Internet

2011 ◽  
pp. 38-46
Author(s):  
Mary Lou Roberts ◽  
Eric Schwaab
Keyword(s):  
Online Marketing ◽  
The Internet ◽  
Brand Experience ◽  
Consumer Experience ◽  
Direct Response ◽  
Brand Development ◽  
Key Concepts ◽  
Marketing Activities ◽  
The Web ◽  
The Way

Marketers have regarded the Internet as the consummate direct-response medium. The ability to interact one-on-one with customers and the ability to track their every move allowed precision targeting never before possible. More recently it has become clear that the Internet can also be used in branding efforts. The ability to blend direct-response and branding efforts is the Internet’s greatest benefit and its ultimate challenge to marketers. This article reviews evidence for the branding impact of online marketing activities. It also looks at the key concepts of interactivity and consumer experience online. It then presents a construct we call interactive brand experience and describes the Internet-specific techniques that can be used to orchestrate brand experience on the Web. It concludes by summarizing the implications of using the Internet for brand development and discussing the way in which branding on the Internet is evolving.

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