Value of Internet presence sites from a consumer perspective and its implications for the firm.
Item
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Title
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Value of Internet presence sites from a consumer perspective and its implications for the firm.
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Identifier
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AAI9908294
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identifier
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9908294
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Creator
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Bhandari, Deep.
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Contributor
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Adviser: Nermin Eyuboglu
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Date
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1998
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing | Mass Communications
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Abstract
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This dissertation contributes to the emerging field of Internet research by providing a model of how consumers form value judgements about internet presence sites. These sites are considered the equivalent of commercials in print or television. The study conducted here shows that consumers form perceptions of value based on the benefits and costs associated with site. The benefits and costs include informativeness, entertainment, control, interactivity, and irritation. Attempts are made to understand the sources of difference in the perceptions of benefits and costs. Consequently, individual differences like computer anxiety, user familiarity with the Web, prior attitude toward the brand, and involvement are related to the benefits and costs of the site. A weak relationship between individual differences and the benefits and costs is noted. Value of an internet presence site has important attitudinal consequences for the firm. A positive relationship between value and attitude toward the brand, attitude toward the site, likelihood of repeat visits, and willingness to provide information to the firm is noted.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
