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Website trust evaluation as cognitive information processing and
the moderating role of situational involvement and e-commerce knowledge |
Authors |
Chunsik Lee &
Jisu Huh |
Abstract |
Applying the Elaboration Likelihood Model to the initial website trust formation context, this study investigated the cognitive process in which consumers evaluate an unfamiliar website and form website trust. Specifically, it examined consumers’ cognitive process of various website design and content factors in the formation of website trust, and the influence of two specific consumer characteristics – situational involvement and e-commerce knowledge – on the cognitive processing. Results from an experiment revealed that the level of e-commerce knowledge was significantly related to the extent of cognitive processing during website trust formation. Also, consumers with a low level of situational involvement and e-commerce knowledge tended to place more focus on website design factors, which are peripheral cues, than did those with a high level of involvement and knowledge. In addition, this study found that consumers with higher levels of involvement were more likely to seek and actively process trust-inducing arguments. |
Keywords |
Website trust, online trust, elaboration likelihood model, involvement, e-commerce knowledge. |
Tentative schedule |
Vol. 6, No. 2 |
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What makes one animation more effective than another? An exploratory study of the characteristics and effects of animation in Internet advertising |
Authors |
Dr Mohamed Saber Chtourou & Fatma Choura Abida |
Abstract |
Internet users are confronted with a growing number of advertising messages. In addition, Web navigation requires more cognitive effort than do other media. Hence, capturing the attention of users is one of the most challenging tasks for advertisers. Animated banners are a popular way to achieve this goal; however, academics debate their effectiveness. A typology of animation would enable a better understanding of the effectiveness of different animation characteristics. An exploratory study was performed to classify such characteristics, and to develop hypotheses on the effects of different animation characteristics on user reactions to Internet banner advertising. |
Keywords |
Internet advertising, banners, animation, qualitative study, advertising effectiveness. |
Tentative schedule |
Vol. 6, No. 2 |
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New Insights into What Drives Internet Advertising Avoidance Behavior: The Role of Locus of Control |
Authors |
Michael Francis Walsh |
Abstract |
This research explores the concept of ad avoidance in the internet media and compares this to traditional media—integrating two separate research streams. In addition, the psychological construct, locus of control is examined as a predictor of ad avoidance. The results of a survey show ad avoidance is more prevalent in the internet medium compared to traditional media. Compared to television, radio, newspaper and magazines, the internet exhibits greater usage, greater breadth of usage, more negative attitudes towards advertising and higher communication consumption problems. Breadth of media usage, attitudes towards advertising and the search hindrance characteristics of advertising were found to be significant predictors of ad avoidance across all studied media suggesting a general model for ad avoidance. Individuals with a high internal locus of control take more active measures to avoid ads on the internet. |
Keywords |
Advertising, advertising avoidance, internet, locus of control |
Tentative schedule |
Vol. 6, No. 2 |
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Website characteristics, user characteristics and purchase intention: mediating role of website satisfaction |
Authors |
Asmita Shukla, Narendra K Sharma & Sanjeev Swami |
Abstract |
Present research examines the mediation effects of website satisfaction on the relationship between website and user characteristics, and purchase intention. The website and user characteristics are presented in terms of their information and entertainment properties (i.e., profiles). The results reveal that website satisfaction mediates the relationship between purchase intention and website characteristics. The relevant characteristics of the website are informativeness, organization of information elements, entertainment properties and organization of entertainment elements. The significant mediating effect of website satisfaction is also obtained for the relationship between purchase intention and a user characteristic, namely, information seeking tendency. |
Keywords |
Profile, Information Profile, Users, Websites |
Tentative schedule |
Vol. 6, No. 2 |
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Internet marketing strategies for music companies: Understanding the demographics of an emerging customer segment |
Author |
Stephen K. Callaway |
Abstract |
The focus for this paper is how the music industry can market to the Internet generation, specifically current college students. This paper addresses whether college students represent the emerging customer demographic that can bring about a disruption to the traditional music industry. This empirical study examines the demographic characteristics of college students compared to non-college students, what value propositions they regard, and why. Results indicate that college students are more likely to download from home, to download at traditional music stores, and to value convenience and speed, whereas non-college students are more likely to frequent traditional music stores and to value full customer service. Implications are discussed. |
Keywords |
music download, disruptive technology, demographics |
Tentative schedule |
Vol. 6, No. 2 |
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The use of digital channels to create customer relationships |
Authors |
Kristina Heinonen, Thomas Michelsson |
Abstract |
The interest amongst academics and practitioners towards relationship marketing and especially relationship dynamics is growing. The focus is expanding from maintaining relationships towards the whole relationship lifecycle - including relationship initiation. However, research concerning relationships in a digital context or in a context where customer-company interactions occur through technology interfaces is scarce. To our knowledge there is no research on how the relationships begin in such a context. This paper explores the role of digital channels in the creation of customer relationships. Digital channels denote methods for customer-company interactions through technology interfaces such as email, SMS and wbepages. An exploratory qualitative study was conducted with business executives. Findings indicate that identifying relationship initiation is challenging and that the initiation differs between B2B and B2C relationships. Digital and interpersonal contacts are frequently used simultaneously in creating customer relationships. Digital marketing activities such as search engine advertisements and direct emails are important. The paper integrates a digital perspective to relationship dynamics research. It contributes to e-service research by focusing on relationship dynamics. It also extends relationship marketing research by exploring relationship initiation. |
Keywords |
Digital channels, relationship initiation, digital relationships, relationship marketing. |
Tentative schedule |
Vol. 6, No. 2 |
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