Online consumer psychology :understanding and influencing consumer behavior in the virtual world
- 其他作者: Haugtvedt, Curtis P., , Machleit, Karen A. , Yalch, Richard.
- 出版: Mahwah, N.J. : Lawrence Erlbaum Associates 2005.
- 稽核項: 1 online resource (xx, 551 pages) :illustrations.
- 叢書名: Advertising and consumer psychology
- 標題: Commerce électronique , Publicité sur Internet. , Commerce électronique Aspect psychologique. , Advertising & Promotion. , Internet advertising. , Aspect psychologique. , Comportement. , Electronic commerce. , Consommateurs , Electronic commerce Psychological aspects. , BUSINESS & ECONOMICS Advertising & Promotion. , Electronic commerce , BUSINESS & ECONOMICS , Electronic books. , Consumer behavior. , Commerce électronique. , Consommateurs Comportement. , Psychological aspects.
- ISBN: 0805851550 , 9780805851557
- ISBN: 0805851542 , 0805851550
- 試查全文@TNUA:
- 附註: Includes bibliographical references and index. Chapter Introduction -- part I Community -- chapter 1 Ritual Behavior and Community Change -- chapter 2 Published Word of Mouth -- chapter 3 Understanding Pass-Along Emails -- chapter 4 What, and How, We Can Learn From Online Consumer Discussion Groups -- part II Advertising -- chapter 5 How Banner Ads Affect Brand Choice Without Click-Through -- chapter 6 Factors Affecting Click-Through Rate -- chapter 7 Exploring Consumer Response to "Advergaming" -- chapter 8 Going Mobile -- part III Customization -- chapter 9 Online Product Customization -- chapter 10 Marketing to Individual Consumers Online -- chapter 11 Smoother Surfing Across Cultures -- chapter 12 Processes of Preference Construction in Agent-Assisted Online Shopping -- part IV Site Design -- chapter 13 Effects of Visual Consistency on Site Identity and Product Attitude -- chapter 4 teen: Gendered Information Processing -- chapter 15 The Effect of Site Design and Interattribute Correlations on Interactive Web-Based Decisions -- part V Decision Making -- chapter 6 teen: Is the Internet Empowering Consumers to Make Better Decisions, or Strengthening Marketers' Potential to Persuade? -- chapter 17 Rationality Unbounded -- chapter 18 Consumer Relationships with an e-Brand -- chapter 19 Finding the Best Ways to Combine Online and Offline Shopping Features -- chapter 20 Consumer Behavior in Online Auctions -- chapter 21 The Impact of Internet Use on Health Cognitions and Health Behavior -- part VI Reseach Tools and Approaches -- chapter 22 Experiential Ecommerce -- chapter 23 Web-Based Consumer Research.
- 摘要: Addresses many of the issues created by the Internet and goes beyond the topic of advertising and the web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.
- 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=128557
- 系統號: 005315749
- 資料類型: 電子書
- 讀者標籤: 需登入
- 引用網址: 複製連結
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.
來源: Google Book
來源: Google Book
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