Thinking and feeling on the World Wide Web: the impact of product type and time on World Wide Web advertising effectiveness

This article focuses on the effectiveness of banner advertisements.Drawing from theory on functional versus expressive products and wear in versus wear out it argues that product type and time are important factors in World Wide Web (WWW) advertising. The results from a large empirical study are reported and show that responses to banner advertisements differ between functional and expressive products and over time. Functional product banner advertisements have higher initial click-throughs that quickly deteriorate and they have no effect through advertisement impressions. Expressive products need time to wear in as both click-through rates and positive brand attitudes from advertisement impressions increase with repeated exposures. These differences in consumer response are conceptualized as thinking and feeling on the WWW,thereby providing important implications for advertisers.     

A grounded theory of World Wide Web search behaviour

The behaviours and underlying motivations of consumers and business people surfing the World Wide Web (WWW) are presently not well understood. Furthermore, until now no empirical studies have offered any scientifically sound guidance to marketing communication strategists as to using this interactive medium. Therefore, the authors have conducted an exploratory multiple-case study of this interactive behaviour and its underlying motivations. Consumers and business people were observed unobtrusively while navigating the WWW. During a retrospective in-depth interview, the underlying motivations were probed and the respondent was confronted with video images of his/her own navigation behaviour. The analysis and interpretation of these two sources of data resulted in the development of a grounded theory of search and surf behaviour on the WWW by linking the behaviour and motivations with the visited websites. The following five behavioural search scenarios were discovered from the data: exploratory surfing, window surfing, evolved surfing, bounded navigation and targeted navigation. Marketing guidelines are outlined allowing the marketing communication strategist to enhance the effectiveness of the company's website.     

Negotiation via the World Wide Web: A Cross-cultural Study of Decision Making

INSPIRE is a Web-based system for the support and conduct of negotiations. The primary uses of the system are training and research. Between July 1996 and April 1997, 281 bilateral negotiations were conducted through the system by managers, engineers and students from over 50 countries. INSPIRE has been used at eight universities and training centers. In research it is being used to study cross-cultural differences in decision making and the use of computer support in negotiation. This paper outlines the system, the negotiation methodology embedded in it, and reports the initial results of the experimental study of the impact of culture on Web-based bilateral negotiation.     

International Web Development

Abstract

Throughout the world, use of the Internet is growing exponentially and bringing mankind closer together. The Internet has become a powerful force in people's lives bringing information from around the globe to the tip of one's fingertips, changing the way the world purchases products and services, and creating new means of communication and media. The possibilities created by the Internet would seem limitless. Unique to each region of the world though is the degree to which the Internet has been adopted and is being utilized. The progression of Internet development has been shown to occur in three stages: acquisition of Web literacy, Web use as an information medium, and Web use for purchasing goods and services. In each of the following geographical regions, North America, South America, Africa, Europe, Middle East, Asia and Oceania, countries can be described as existing in one of these stages. A sampling of the countries within each region analyzes how and to what degree the people of that nation utilize the Internet and who provides the services offered, what services are offered, and obstacles presented in offering those services. Furthermore, the role the Internet plays in commerce, and the extent to which the government of that country has taken in regards to its polices in either regulating and/or promoting the Internet is examined. The factors have been shown to be important in Web development. Today the United States is at the forefront of Internet use and technology; however, it will not be long before that position is challenged by Japan and other countries in Europe and Asia as the Internet becomes more pervasive across the globe.     

Web Marketing: Has the Distinction Between Products and Services Become Obsolete?

The marketing literature makes a distinction between products and services. We argue that, in the Internet, the characteristic features of services disappear making services more like products. Is it therefore necessary or even possible to differentiate products from services on the Internet? In this paper we review the basic assumptions about services. We show that these assumptions are no longer valid in Web-based marketing. We review the traditional service model and show that it is no longer sufficient for modeling electronic services. We propose an expanded model, the electronic marketing model, which does not necessitate the distinction between products and services. Instead, the model prompts managers to focus on the key player—the customer.     

A New Kind of Marketing: Creating Micro-Niches Using Resonance Marketing

ABSTRACT

Marketing has been dramatically changed by the Internet, the old rules do not apply. The Web allows companies to create products using micro-segmentation for target markets that are extremely small. Firms that want to be successful have to learn about resonance marketing. Resonance marketing used in conjunction with cause marketing and/or multicultural marketing can help a company find new market niches, charge premium prices. It can also be of great value to those interested in starting a small business.     

Design and operation of an Internet realtime conference

This paper outlines the design of an Internet Realtime Conference (IRC) and reports on the experiences gained in running it. The GISSIC95 is believed to be the first ever fullscale technical conference conducted over the Internet in real time, including planning, call for papers, paper submission and interactive access to the conference papers. The system architecture, software design and real-time conference procedure are illustrated. The first-hand experience of running the conference and the conference attendees' feedback are reported and analyzed. The technology issues and extensibility of IRC are discussed in view of encouraging results. Other possible applications based on the concept and system solution developed are pointed out.     

Experiential Learning in International Business via the World Wide Web

Abstract

The article describes the implementation of Internet-based experiential projects within an international-business classroom setting and summarizes students' perceptions and attitudes towards the assignments. While the projects were shown to increase students' international business skills and abilities, students reported that the assignments were difficult and only mildly enjoyable. The paper discusses trends in business education and relates them to specific assignments designed to enhance learning outcomes.     

Component leasing on the World Wide Web

MMM is an infrastructure for managing the deployment and use of distributed application services on the WWW. MMM propagates a paradigm that enables the leasing of software components, as opposed to the classical software licensing model. Applications reside and execute on the software provider's platforms, but are managed through the MMM infrastructure. Users interact with the application services through a standard Internet browser, not requiring any additional software. The MMM user interface offers users a virtual file space, application service composition functions, execution support, and visualization features. The MMM implementation is based on standard Web technologies, such as HTML, XML, and MetaHTML, distributed object computing frameworks, such as CORBA, and database technology, such as ODBC. In this paper we give a technical account of the MMM architecture and discuss its primary features. This revised version was published online in August 2006 with corrections to the Cover Date.     

互联网时代的口碑营销及应用策略

口碑营销是近年来企业进行营销传播的常用营销策略之一.互联网的出现使得消费者的口碑传播行为呈现出新的特点,同时为企业进行口碑营销活动提供了新的机会,因此,研究互联网时代的口碑营销具有一定的理论与实践意义.本文首先阐述了网上口碑传播的内涵,指出了网上口碑传播的途径,然后论证了网上口碑传播的特点.以此为基础,探讨了企业开展网络口碑营销的应用策略.     

Interdependency factors influencing the World Wide Web as a channel of interactive marketing

The author identifies critical research issues of the interdependencies between the effectiveness of using the World Wide Web as a channel of interactive marketing and factors posed by the limitations of the media, both qualitative and technological. He proposes a model to explain the flow of a transaction in this hypermedia CME and isolates the critical paths in this flow and thier possible effects on the given transaction and isolates the effects to taking alternate routes across those critical paths for a marketer.     

Attention,indifference, dislike,action: Web advertising involving users

Since advertising banners in Web pages usually do not relate to the users' interests, banners are often rejected. Much effort has been spent on trying to adapt banners to users. While the usual approach is to try to accomplish that by gathering data about the user, we propose a different approach. Using user‐configurable advertising profiles and direct feedback we give full control to the users themselves. This approach is currently being implemented and evaluated in the context of an Internet TV program guide. This revised version was published online in June 2006 with corrections to the Cover Date.     

Sorting out the practical concerns in World Wide Web advertising

Although the World Wide Web has become an innovative way to reach an ever-fragmenting mass market, the effort to advertise on the Web has been frustrated by some technical and practical problems. This paper examines the current state of affairs and reflects on the equipment, software and measurement-related problems. By way of providing some practical strategies to advertisers, it appraises the software, hardware and measurement solutions.     

Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality

This research extends the concept of salesperson customer orientation to Internet marketing by conceptualizing and studying the effects of Web site customer orientation on perceived Web site quality and consumer behavior. This research also adapts the concept of brand/store personality to Internet marketing by investigating the effects of Web site personality on perceived Web site quality and consumer purchase intention. The model is tested on apparel Web sites using data from multiple sources. Implications of managing Web site personality and Web site customer orientation are discussed.     

Web2.0时代的网络教育模式

互联网技术的迅速发展、趋势的加强以及学习社会化思潮的提出,为Web2.0下的社会化网络教育提供了物质基础。由于具有其固有的特性,Web2.0更加符合教育信息化的要求,适合未来的网络教育模式。理解Web2.0思想以及在它基础上构建的新型网络教育体系,是发展未来信息化教育的前提。     

Privacy, the Workplace and the Internet

This paper examines workplace surveillance and monitoring. It is argued that privacy is a moral right, and while such surveillance and monitoring can be justified in some circumstances, there is a presumption against the infringement of privacy. An account of privacy precedes consideration of various arguments frequently given for the surveillance and monitoring of employees, arguments which look at the benefits, or supposed benefits, to employees as well as to employers. The paper examines the general monitoring of work, and the monitoring of email, listservers and the World Wide Web. It is argued that many of the common justifications given for this surveillance and monitoring do not stand up to close scrutiny.     

A guide to a more effective World Wide Web presence

By focusing on the construct called consumer scepticism towards advertisements, this study identified four dimensions of scepticism towards advertising claims: scepticism about the believability (disbelief), credibility (mistrust), desirability (undesirable) and informational value (misinform) of advertising claims. Using an experimental design setting, this study found that the type of claim and claim extremity solicit differential responses from consumers on different dimensions of the scepticism construct. The differential responses are more pronounced for a product than a service advertisement. Implications arising from the findings are discussed and suggestions for future research advanced.     

An internet marketing framework for the World Wide Web (WWW)

It is likely that the World Wide Web (WWW) will come to play a significant role in the marketing strategies of many organisations, even when it fails to become the dominant marketing communications channel. A framework is required whereby an organisation can assess the potential of, develop a role for, create and manage a WWW site within its marketing strategy. The WWW is an interactive channel offering a potential for many‐to‐many communications to all players in a market. Existing frameworks either fail to recognise the implications of this or else they ignore it. This paper attempts to develop a framework which invites organisations to fundamentally rethink their marketing strategies through consideration of the opportunities presented by the WWW.