Please use this identifier to cite or link to this item: http://ktisis.cut.ac.cy/handle/10488/8463
Title: Effective interactive websites: examining the moderating role of involvement
Authors: Zotos, Yorgos 
Palla, Polyxeni 
Tsiotsou, Rodoula H. 
Keywords: Interactive websites
Online environments
Moderating effects
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

Page view(s)

16
Last Week
0
Last month
3
checked on Aug 24, 2017

Google ScholarTM

Check

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.