Being there: cultural presence in electronic commerce
by Robert Pennington
International Journal of Logistics Economics and Globalisation (IJLEG), Vol. 1, No. 3/4, 2008

Abstract: In contemporary consumer culture, products and brands carry cultural value that defines consumers and their relationships to their environments. To be effective in consumer marketing, electronic commerce must communicate cultural value by creating cultural presence in virtual environments that approximates actual environments. Presence the sense of being in an environment depends on the range of sensory inputs, the detail of the sensory inputs and the ability to choose and modify the available inputs. The sense of being in a social and cultural environment depends on sensory inputs and interactivity that identifies a cultural context. Effective virtual environments require not only mechanical sensory input range, detail and interactivity, but also cultural sensory input range, detail and interactivity.

Online publication date: Thu, 12-Feb-2009

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Logistics Economics and Globalisation (IJLEG):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com