Get linked or get lost: marketing strategy for the Internet

Aldridge, Alicia; Forcht, Karen A.; Pierson, Joan K.

doi:10.1108/10662249710171805

Cited by 89 publications

(46 citation statements)

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“…Accordingly, Damhorst, Sapp and Laczniak (2003), confirm that consumers with more Internet experience have a greater intentions to buy in this channel; and George (2002) confirms his hypothesis that the higher past Internet experience, the higher likelihood of online shopping. Likewise, Aldridge, Forcht and Pierson (1997) affirm that the likelihood of online shopping should increase with an increased use of Internet by consumers. Thus, we posit the following hypothesis:…”

Section: Past Experiencementioning

confidence: 99%

Internal factors predisposing the consumer to be a multichannel shopper

2015

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Consumer characteristics play an important role in channel choice. Thereby, this work aims to study and analyze which are the internal factors that facilitate the adoption of multichannel purchase by the consumer. To this end, we study consumers' behavior in an online channel, because of their importance as a shopping channel in a multichannel shopping context. The results of the research show that certain consumer characteristics are important factors that predispose to multichannel shopping.

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Section: Past Experiencementioning

confidence: 99%

Internal factors predisposing the consumer to be a multichannel shopper

2015

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“…Although McWilliam et al [9] do not directly use the term 'added value', they clearly refer to a similar concept when they argue that commercial web sites have to create distinctive and differential advantage over their traditional competitors in order to be successful. Aldridge et al [10] similarly talk about 'offering products with unique benefits' as a long-term strategy for businesses on the Internet because they believe that online consumers will be segmented and differentiated by customer benefits.…”

Section: The Concept Of Value In the Literaturementioning

confidence: 99%

Online consumer response: key variables affecting consumers’ value perceptions

Discombe¹

2006

WIT Transactions on Information and Communication Technologies, Vol 36

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This paper attempts to provide a better understanding of the relationship between consumer perceptions of a brand and their web site, and the perceived value of that web site. This is done by empirically testing the relationship between four key consumer perception variables, i.e. brand personality, involvement, perceived control and expectations, and the perceived value of the web site in an experimental study of consumers' interaction with car brand web sites. Laboratory based, controlled and randomised experiments using three equal sized samples under three experimental conditions were designed. Seventy-eight participants were randomly allocated to three different web site interactions as the experimental treatments. The multiple regression models showed that the four independent variables taken together, rather than in isolation, predict the dependent variable, and account for 70% of the variation in perceived value. This finding supports the argument that these four consumer-based perceptions measured after the web site interaction can successfully predict the overall value of the web site as perceived by those consumers. Theoretical and managerial implications of this finding are further discussed.

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“…Song and Zinkhan, 2008;Yadav and Varadarjan, 2005;Fiore et al, 2005;Novak, 1996/1997;Hamel, 1998;Aldridge et. al, 1997;Varadarajan & Yadav, 2002;Rowley, 2001;Venkatraman andHenderson, 1998, Doren et al, 2000;Parsons et al, 1998;O'Connor and O'Keefe, 1997;Hodkinson et al, 2000;Chaffey, 2000. Communication between the company and its customers occurs in two directions, from the company to the customers and from the customers to the company.…”

Section: Characteristicsmentioning

confidence: 99%

“…After the emergence of the Internet many studies were concerned with how it will affect the nature and future of the marketing discipline and activities. A lot of the early studies proposed that the internet will lead to a "marketing revolution" (Rayport and Sviokla, 1994;Hoffman and Novak, 1997;Aldridge et al,, 1997;Hamel, 1998;Nour and Fadllala, 2000;Kenny and Marshall, 2000). Many authors thus attempted to study the impact of the internet on various aspects of marketing.…”

Section: Introductionmentioning

confidence: 99%