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https://hdl.handle.net/20.500.14279/8463| Τίτλος: | Effective interactive websites: examining the moderating role of involvement | Συγγραφείς: | Zotos, Yorgos Palla, Polyxeni Tsiotsou, Rodoula H. |
metadata.dc.contributor.other: | Ζώτος, Γιώργος | Major Field of Science: | Social Sciences | Field Category: | Media and Communications | Λέξεις-κλειδιά: | Interactive websites;Online environments;Moderating effects | Ημερομηνία Έκδοσης: | Ιου-2013 | Πηγή: | World Marketing Congress, 2014, Melbourne, Australia, 17 - 20 July | Περίληψη: | 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: | https://hdl.handle.net/20.500.14279/8463 | ISBN: | 978-3-319-24184-5 | DOI: | https://doi.org/10.1007/978-3-319-24184-5_89 | Rights: | © Academy of Marketing Science | Type: | Conference Papers | Affiliation: | Cyprus University of Technology University of Macedonia |
Publication Type: | Peer Reviewed |
| Εμφανίζεται στις συλλογές: | Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation |
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