Research Project (M.B.A.)--Simon Fraser University, 2006. / Theses (Faculty of Business Administration) / Simon Fraser University.

Thesis (Ph. D.)--University of Missouri-Columbia, 1999. / Typescript. Vita. Includes bibliographical references (leaves 101-108). Also available on the Internet.

Thesis (M.A.)--Michigan State University. Advertising, 2008. / Title from PDF t.p. (Proquest, viewed on Aug. 7, 2009) Includes bibliographical references (p. 69-76). Also issued in print.

Thesis (Ph. D.)--University of Missouri-Columbia, 1999. / Typescript. Vita. Includes bibliographical references (leaves 101-108). Also available on the Internet.

Thesis (M.A.)--Carleton University, 2001. / Includes bibliographical references (p. 166-174). Also available in electronic format on the Internet.

Thesis (Ph. D.)--University of Texas at Austin, 2007. / Vita. Includes bibliographical references.

Whether utilising online or offline communication media, the consumer progresses through specific response phases when being exposed to communication messages that have the intent of moving the consumer to buy a product, use a service or proceed to specific action. The focus of this study is on the online consumer response process. The study firstly commenced with a discussion on the concept of web-based commercial communication (WBCC). The unique characteristics and needs of the online consumer were secondly discussed. Thirdly, the theoretical discussion focussed on, analysed and critically examined advertising response models. Fourthly followed a theoretical discussion on the general theory of consumer response. Theoretical criteria for web-based commercial communication and the consumer response process were fifthly developed. Lastly, the primary research objective of this study was addressed by developing a theoretical framework for the online consumer response process. / Communication / MA (Communication)

The ability to target consumer segments and achieve a match between the product or promotional instrument and the consumer self-concept is stressed in the marketing literature. The online quality of a website has been said to have a positive impact on intention to use a website and perform a search, with preference for a website linked to perceptions of its credibility. Website preferences cam also encourage or discourage consumers’ purchasing intentions and the perceived visual attractiveness of a website is said to have a greater impact on e-loyalty and consumer retention than traditional attributes such as product selection and price. The important impact of preferences necessitates an understanding of the factors in a website that can appeal or not to people. Unfortunately, until as recently as 2004, studies investigating website aesthetics were anchored in the universalist paradigm which assumed that reactions would be universally held rather than differentiated according to demographic variables. A Canadian study in 2005 documented differences in reaction by gender but this study was inadequate in using a single commercial stimulus which had not been selected on any particular basis. Prior to this, research on web aesthetics was rooted in the universalist aesthetic in assuming that a single set of factors would suit all tastes. The overview describes the work by the author to ascertain the extent to which website productions differ by segmentation variables and the extent to which preferences can also be segmented. The author’s work has isolated the impact of segmentation variables (gender, personality and nationality) on website productions and of gender on website preferences and the overview focuses on gender since the impact of this variable has been explored in relation to productions and preferences.

No description available.

No description available.