Internet Marketing Research: Theory and Practice

Internet Marketing Research: Theory and Practice

Copyright: © 2001 |Pages: 272

ISBN13: 9781878289971|ISBN10: 1878289977|EISBN13: 9781930708891

DOI: 10.4018/978-1-87828-997-1

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Lee, Ook, editor. Internet Marketing Research: Theory and Practice. IGI Global, 2001. https://doi.org/10.4018/978-1-87828-997-1

APA

Lee, O. (Ed.). (2001). Internet Marketing Research: Theory and Practice. IGI Global. https://doi.org/10.4018/978-1-87828-997-1

Chicago

Lee, Ook, ed. Internet Marketing Research: Theory and Practice. Hershey, PA: IGI Global, 2001. https://doi.org/10.4018/978-1-87828-997-1

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This book deals with the timely topics of Internet marketing research. Internet marketing has become an important aspect of e-commerce and various concepts/strategies were implemented to support marketing on the Net. However, discovering what's really working or not in Internet marketing requires whole new approaches of quantitative/empirical methods.

Internet Marketing Research: Theory and Practice presents a collection that provides the rigorous tests of the Internet marketing phenomenon.

Table of Contents

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Front Materials

Title Page

Copyright

Preface

Chapters

Chapter 1

Online Marketing Strategies in the Information Economy: A Comparative Analysis (pages 1-14)

Bharat Rao, Louis Minakakis

On-line marketers are fast pushing the boundaries of the field through a combination of creative content, the use of in-depth market knowledge, and the deployment of interactive and analytical technological tools. Targeted on-line...

Chapter 2

Leveraging Online Information to Build Customer Relationships (pages 15-30)

Christian Bauer, Arno Scharl

Collecting and analyzing the available information about customers is at the core of building customer relationships. This chapter categorizes potential sources of online customer information and presents examples for their...

Chapter 3

The Evolution of Web Marketing Practice (pages 31-46)

Malu Roldan

This chapter reviews the current state of Web marketing practice and presents a framework on the relationships among Web technology capabilities, marketing approach and customer orientation. We present a discussion of how Web...

Chapter 4

Pricing Strategies for Digital Books: Issues and Directions for Research (pages 47-60)

P. K. Kannan, Eva Guterres, Barbara Kline Pope

While the World Wide Web has impacted many industries significantly, none of them have been affected as dramatically as the publishing industry. The ability to deliver electronic content online and to distribute it in various forms...

Chapter 5

Factors Influencing Marketing Performance on the Web (pages 61-76)

Ashok Ranchhod, Julie Tinson, Fan Zhou

Despite the current development of Internet marketing, understanding the effective use of the Internet still poses problems for academic researchers and marketers (Kassaye, 1999). This research attempts to empirically explore some...

Chapter 6

Positioning in Cyberspace: Evaluating Telecom Web Sites Using Correspondence Analysis (pages 77-92)

Pierre Berthon, Leyland Pitt, Michael Ewing, Nimal Jayaratna, B. Ramaseshan

The growth of presence in the marketspace of the Web has been exponential, both in general and within specific industries. While the academic literature on the phenomena is still in its infancy, there exists a pressing need to...

Chapter 7

Investigating Social Motivations for Internet Use (pages 93-107)

Thomas F. Stafford, Marla Royne Stafford

The uses and gratifications theoretical framework has continued to prove useful in the study of new and emerging media. This chapter utilizes the uses and gratifications perspective to better understand the factors motivating...

Chapter 8

Turning Browsers into Buyers: User Interface Design Issues for Electronic Commerce (pages 108-149)

Rex Eugene Pereira

The chapter investigates the interaction effects between the search strategy of software agents and the consumer’s product class knowledge in the context of consumers seeking to purchase cars on the Internet. The research design used...

Chapter 9

4I: A New Premise for Marketing Online (pages 150-175)

Amit Pazgal, Sandeep Sikka

New technologies require new paradigms and a fresh perspective in analyzing and comprehending their implications. Computer networks, the Internet and the World Wide Web (WWW) in particular have already revolutionized many business...

Chapter 10

Exploring Consumers' Willingness to Contribute to Internet Web Sites (pages 176-186)

Benedict G.C. Dellaert

One of the most interesting opportunities when introducing e-commerce in producer consumer networks is that the new information technology structure may be used to empower consumers to be more active participants in the economic...

Chapter 11

The Theory Behind the Role of Leverage and the Strategic Alignment of Organisations while Creating New Markets (Internet Marketing and E-Commerce) (pages 187-208)

S. I. Lubbe

This chapter will use the interpretive approach to research as an alternative to the more traditional positivist approach. By using the interpretive approach this chapter refers to such procedures as those associated with inferential...

Chapter 12

Beyond CPMs and Clickthroughs: Understanding Consumer Interaction with Web Advertising (pages 209-217)

Patrali Chatterjee

Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in measuring performance of Web ads are concentrated on adapting measures used in...

Chapter 13

Comparing Consumer Purchase Behavior on the Internet and in Brick-and-Mortar Stores: An Overview of Recent Research (pages 218-230)

Jie Zhang

A research area that has gained interest of marketing researchers in recent years is the comparison of consumer behavior on the Internet and traditional brick-and-mortar stores. We offer an overview of the recent developments in this...

Chapter 14

Satisfaction, Frustration, and Delight: A Framework for Understanding How Consumers Interact with Web Sites (pages 231-251)

Jennifer Edson Escalas, Kapil Jain, Judi E. Strebel

This research project develops a framework for understanding how consumers interact with Web sites on the Internet. Our goal is to understand the interaction of individuals and Web sites from the perspective of the marketer, or...

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