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Experiential dimensions in internet marketing : an exploratory investigation

Adam, Stewart and Shaw, Robin 2001, Experiential dimensions in internet marketing : an exploratory investigation, in ANZMAC 2001 : Bridging marketing theory and practice, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 1-7.

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Title Experiential dimensions in internet marketing : an exploratory investigation
Author(s) Adam, Stewart
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy. Conference (2001 : Auckland, New Zealand)
Conference location Auckland, New Zealand
Conference dates 1-5 Dec. 2001
Title of proceedings ANZMAC 2001 : Bridging marketing theory and practice, conference proceedings
Editor(s) Chetty, Sylvie
Collins, Brett
Publication date 2001
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 7
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Summary This paper examines the dimensions of an experience in product marketing conceptualised by Pine II and Gilmore (1998) – customer participation and customer connection – by extending the study of the dimensions to the online context. In online marketing, the business aim is to hold attention, have visitors more deeply penetrate a Website, purchase, and return to the site, among other objectives. The paper analyses and synthesises findings from a three-part study of Internet use, the WebQUAL Audit, and presents the proposition that the dimensions suggested by Pine II and Gilmore as attractors to many experiential offerings in the physical world, may not be applicable in the online environment populated by commercial Websites. The paper also suggests a future research agenda to reconcile the requirements of users and the perspective of Web designers and other contributors to commercial Websites as discussed in the literature review presented.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 0473082063
9780473082062
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2001, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004499

Document type: Conference Paper
Collections: School of Management and Marketing
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