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A theoretical application of exchange theory to online purchase decisions

Callaghan, Michael and Shaw, Robin 2002, A theoretical application of exchange theory to online purchase decisions, in Proceedings of the Australian and New Zealand Marketing Academy Conference 2002, ANZMAC, Melbourne, Vic., pp. 3241-3249.

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Title A theoretical application of exchange theory to online purchase decisions
Author(s) Callaghan, Michael
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy. Conference (2002 : Geelong, Victoria)
Conference location Melbourne, Australia
Conference dates 2-4 December 2002
Title of proceedings Proceedings of the Australian and New Zealand Marketing Academy Conference 2002
Editor(s) Shaw, R.
Adam, S.
McDonald, H.
Publication date 2002
Conference series Australian and New Zealand Marketing Academy Conference
Start page 3241
End page 3249
Publisher ANZMAC
Place of publication Melbourne, Vic.
Summary Recent discussion within the marketing literature has accentuated the overlap and interrelationships between relationship marketing and e-commerce. However, as discussion is yet to focus on relationship marketing’s theoretical antecedent of exchange theory, this paper considers the evolution of e-commerce in terms of the exchange continuum. It is proposed that insight can be derived from the application of the concepts of extrinsic and intrinsic value (Houston and Gassenheimer, 1987) to online exchange. A theoretical model of extrinsic and intrinsic evaluation is developed, based on online consumers’ valuation of the object of exchange (i.e., the product). Possible empirical measures, to test the model, are suggested, derived from the relationship and services marketing literature.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 0730025624
9780730025627
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2002, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004787

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