The Internet as a Marketing Tool

McGaughey, Ronald E.; Mason, Kevin

doi:10.1080/10696679.1998.11501800

Cited by 75 publications

(42 citation statements)

References 18 publications

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“…The key content utility of online information is the depth and breadth of information available (Eighmy and McCord, 1998) with ease of access through search engines and hyperlink navigation between and within websites (McGaughey and Mason, 1998). However differing attribute treatment between websites (Brown and Sellen, 2001) heightens the potential for information overload (Lee and Lee, 2004) with adverse consequences for consumers.…”

Section: Content Utilitymentioning

confidence: 99%

“…Extending Moe's (2003) research to combine page content specifications with patterns of mouse clicks offers the potential to categorize path typologies for website search behaviour. Given identification of activity motivation from content analysis, behaviour typologies may manifest as personal heuristics, dependent on personal and product factors that will be discussed in the following section (McGaughey and Mason, 1998;Moe, 2003;Peterson and Merino, 2003). Divergence from an identified pattern may indicate a change in needs or circumstances and alternative information offered to remedy the situation.…”

Section: Limitations Of Clickstream Modellingmentioning

confidence: 99%

“…Finally research into online information utility reveals the complexity of information source preferences and a mix of functional (Eighmey and McCord, 1998;McGaughey and Mason, 1998;Ylikoski, 2005) and dysfunctional (Lee and Lee, 2004;Jones et al, 2005) online communication effects. To deal with this, marketers will have to understand the basis of a consumer's trade-offs between available options and the basis of such trade-offs.…”

Section: Review Bolton Andmentioning

confidence: 99%

“…McGaughey and Mason (1998) Internet influence on buyer behaviour through buying process Role of interaction options for building dialogue with consumers online. Peterson and Merino (2003) Limitations of internet utility.…”

Section: Author(s)mentioning

confidence: 99%

“…Effects of presence, involvement with product and affordance based enjoyment on intention to purchase. McGaughey and Mason (1998) Internet influence on buyer behaviour through buying process Online search facilitated by offering links to other sites, understanding of preferred heuristic for information offering to aid decisions and interaction options for building dialogue. Peterson and Merino (2003) Limitations of internet utility.…”

Section: Klein (2003) Effects Of User Control and Media Richness In Vmentioning

confidence: 99%

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Modelling real-time online information needs: A new research approach for complex consumer behaviour

Grant

Clarke

Kyriazis

2013

Journal of Marketing Management

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(2013). Modelling real-time online information needs: A new research approach for complex consumer behaviour. Journal of Marketing Management,, 950-972. Modelling real-time online information needs: A new research approach for complex consumer behaviour AbstractA major challenge for online vendor website operations is serving information that meets visitor needs at a given point in their purchase process. The problem arises from the complexity of human behaviour as well as changing needs with the evolution of consumer knowledge and skills through the purchase process. The most difficult element however is determining the effects of information provided on the site as well as from other sources that the consumer may access and anticipating resulting consumer needs. This paper discusses the contributions and limitations of current modelling techniques and utility studies of online consumer information to model consumer needs in real time. An alternative basis for real time customer need appraisal is proposed using clickstream and customer input data combined with online information utility to enable more effective information serving. This requires further academic research and changes in practitioner online marketing operations. ABSTRACTA major challenge for online vendor website operations is serving information that meets visitor needs at a given point in their purchase process. The problem arises from the complexity of human behaviour as well as changing needs with the evolution of consumer knowledge and skills through the purchase process. The most difficult element however is determining the effects of information provided on the site as well as from other sources that the consumer may access and anticipating resulting consumer needs. This paper discusses the contributions and limitations of current modelling techniques and utility studies of online consumer information to model consumer needs in real time. An alternative basis for real time customer need appraisal is proposed using clickstream and customer input data combined with online information utility to enable more effective information serving. This requires further academic research and changes in practitioner online marketing operations.

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Section: Content Utilitymentioning

confidence: 99%

Section: Limitations Of Clickstream Modellingmentioning

confidence: 99%

Section: Review Bolton Andmentioning

confidence: 99%

Section: Author(s)mentioning

confidence: 99%

Section: Klein (2003) Effects Of User Control and Media Richness In Vmentioning

confidence: 99%

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Modelling real-time online information needs: A new research approach for complex consumer behaviour

Grant

Clarke

Kyriazis

2013

Journal of Marketing Management

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Influences on the perceived risk of purchasing online

Pires

Stanton

Eckford³

2004

J of Consumer Behaviour

240

161

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This paper examines whether the perceived risk of online purchasing by consumers varies with the frequency of previous purchases, satisfaction with previous purchase experiences, the good/service orientation of an intended purchase and the level of purchase decision involvement required. No association was found between the frequency of online purchasing and perceived risk, although satisfaction with prior internet purchases was negatively associated with the perceived risk of intended purchases, but only for low‐involvement products. Differences in perceived risk were associated with whether the intended purchase was a good or service and whether it was a high or low‐involvement product. Analysis of consumer perceived risks, disaggregated by type of risk and purchase situation, provides insight into impediments that may hinder the expansion of consumer purchasing using the internet. Copyright © 2004 Henry Stewart Publications.

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Internet Marketing Communications: Interactivity and Integration

Lawton

Gregor

2003

Seeking Success in E-Business

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Abstract:This paper reports exploratory research into the role of the Internet in marketing communications and the conceptualisation of integration and interactivity in this context. Three mini case studies of large companies in the fast moving consumer good industry illustrate the application of frameworks developed for the understanding of integration and interactivity. The case studies show uncertainty about the value of the Internet as a communications channel and the use of interactive tools. The more advanced companies exhibit greater integration of communication tools, across marketing functions and across media. The interactive tools/goals framework developed shows how the more advanced companies also use interactive tools that address a wider range of human motivational goals. This framework suggests how opportunities for value-adding through interactive tools can be identified, giving a basis for further work.

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The Internet as a Marketing Tool

Cited by 75 publications

References 18 publications

Modelling real-time online information needs: A new research approach for complex consumer behaviour

Modelling real-time online information needs: A new research approach for complex consumer behaviour

Influences on the perceived risk of purchasing online

Internet Marketing Communications: Interactivity and Integration

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