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| 說明 | 170 p |
| 附註 | Source: Dissertation Abstracts International, Volume: 60-09, Section: A, page: 3441 |
| Thesis (D.B.A.)--Harvard University, 1999 |
| Although much excitement has arisen recently over the communication potential of the burgeoning World Wide Web (WWW), very little is understood about exactly what differentiates the WWW from traditional media. In this research, I identify the critical capabilities of this new medium and the larger realm of experiences which it creates. This research investigates how these capabilities affect consumer learning and persuasion, focusing specifically on those capabilities that differentially influence communication effectiveness with respect to two types of product attributes---search and experience |
| Extant research in marketing suggests that direct experience is a mom effective communication medium than advertising. While the majority of this research claims that DPE is universally a more effective communication medium, recent studies by Wright and Lynch (1995) identified the importance of distinguishing between search and experience attributes. They found that DPE was only more effective for experience attributes, but not for search attributes. By definition (Nelson 1970), consumers can only validate an experience attribute claim through product trial, which is a costly source of information for both consumers and marketers. What if consumers could be made to feel as if they had experienced a product through a medium? How can marketers use the new electronic media to create advertising communications that are as powerful as direct experience? |
| This thesis explores how the WWW might emulate direct experience and how the effects of these communications differ from those resulting from exposure to traditional advertising media. In order to capture this perception of experience, I employ the construct of telepresence---a sense of presence in a remote environment---to isolate the process by which media characteristics influence consumer responses to marketing communications |
| In two experiments, two critical media characteristics---user control and media richness are manipulated in a computer-mediated environment. Learning and persuasion are assessed at independently for search and experience attributes. The role of telepresence as a mediating variable is tested. The major objectives are to show how marketers can effectively use new media technologies to create virtual experiences and how these experiences influence consumer learning and persuasion at the attribute level |
| School code: 0084 |
| 主題 | Business Administration, Marketing |
| Mass Communications |
| 0338 |
| 0708 |
| ISBN/ISSN | 0599479752 |
