Please use this identifier to cite or link to this item:
|Title:||Effective interactive websites: examining the moderating role of involvement||Authors:||Zotos, Yorgos
Tsiotsou, Rodoula H.
|Issue Date:||Jul-2013||Source:||World Marketing Congress, 2014, Melbourne, Australia, 17 - 20 July||Abstract:||Consumers’ responses toward an interactive website are moderated by a number of factors. The present study examines whether different levels of product involvement moderate the website interactivity effectiveness in terms attitude formation and pre-purchase intention. Although numerous, previous studies in online environments have either been conducted in a single product sector (e.g. Sicilia, Ruiz and Munuera 2005), or when employing several product categories they did not consider the potential moderating effects of product involvement on the interactivity –attitude formation and pre-purchase intention (Coyle and Thorson 2001; Bezjian-Avery, Calder, and Iacobucci 1998).||URI:||http://ktisis.cut.ac.cy/jspui/handle/10488/8463||ISBN:||978-3-319-24184-5||DOI:||https://doi.org/10.1007/978-3-319-24184-5_89||Rights:||© Academy of Marketing Science|
|Appears in Collections:||Δημοσιεύσεις σε συνέδρια/Conference papers|
Show full item record
checked on Jun 23, 2017
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.