Evaluation of Web Sites on Information and Entertainment Properties: The Role of Involvement

Evaluation of Web Sites on Information and Entertainment Properties: The Role of Involvement

Sanjeev Swami (Indian Institute of Technology, Kanpur, India) and Ram Krishna (Tata Consultancy Services, India)
Copyright: © 2005 |Pages: 39
DOI: 10.4018/978-1-59140-824-6.ch001
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This paper addresses the role of consumer involvement in Web site evaluation. We investigate the factors that lead the consumer to be involved with one site more than another. Based on previous research, we use the psychological constructs, information-seeking tendency, and focused attention (Baumgartner & Steenkamp, 1996; Novak, Hoffman, & Yung, 2000) to define the “information profile” of a consumer; and sensation-seeking tendency and mood variability to define the “entertainment profile” of the consumer (Eliashberg & Sawhney, 1994). The information and entertainment factors are hypothesized to affect consumers’ utilitarian (need, value) and hedonic (interest, appeal) evaluations of involvement, respectively, and ultimately, the affect toward the Web site (Holbrook & Hirschman, 1982; Mano & Oliver, 1993; Zaichkowsky, 1985, 1994). We examine these evaluations for various Web sites, whose respective information andentertainment profiles are defined using elements such as informativeness, organization, and entertainment properties (Chen & Wells, 1999). The Web site properties are hypothesized to moderate the relationships between individuals’ profiles and their evaluations of involvement and affect. We conducted our study using three surveys: (1) collection of data for classifying Web sites on information and entertainment properties, (2) collection of data for measurement of involvement, and (3) collection of data for time-based measurement of involvement. Our results show that the consumer’s information and entertainment profiles significantly affect utilitarian and hedonic evaluations of involvement. We also find positive and significant relationships between the evaluations of involvement and affect toward the Web site. Further, we find that the Web site’s information-specific properties moderate the relationship between information profile of the consumer and his/her utilitarian evaluation of involvement. A set of results from representative time-based evaluations of involvement shows that the respective elements of evaluation of involvement show increase/decrease over time if there is a match/mismatch between the user and site properties.

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Table of Contents
Sandeep Krishnamurthy
Chapter 1
Sanjeev Swami, Ram Krishna
This paper addresses the role of consumer involvement in Web site evaluation. We investigate the factors that lead the consumer to be involved with... Sample PDF
Evaluation of Web Sites on Information and Entertainment Properties: The Role of Involvement
Chapter 2
Mark P. Sena, Gerald Braun
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An Examination of Consumer Behavior on eBay Motors
Chapter 3
Sanjeev Swami
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Chapter 4
Thomas W. Porter
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User-Centered Design and Marketing: Online Customer Value
Chapter 5
Merrill Warkentin, Robert S. Moore, Melissa Moore
Marketers now use numerous electronic communication vehicles in which the collection and use of personal information can influence the development... Sample PDF
A Synthesis and Analysis of Behavioral and Policy Issues in Electronic Marketing Communications
Chapter 6
Shailey Minocha, Liisa H. Dawson, Ann Blandford, Nicola Millard
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Providing Value to Customers in E-Commerce Environments: The Customer's Perspective
Chapter 7
Subir Bandyopadhyay, Rosemary Serjak
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Key Success Requirements for Online Brand Management
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Daniela Andreini
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The Evolution of Theory and Practice of Marketing in Light of Information Technology
Chapter 9
José Manuel Ortega Egea, Manuel Recio Menedez
This chapter examines the impact of the Internet and related technologies on global marketing activities (global e-marketing), under consideration... Sample PDF
The Internet and Global Markets
Chapter 10
Peyton Mason, Boyd Davis, Deborah Bosley
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Stance Analysis: Social Cues and Attitudes in Online Interaction
Chapter 11
Maria Madlberger
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Applications of Internet-Based Marketing Instruments by Multichannel Retailers: A Web Site Analysis in the U.S. and the UK
Chapter 12
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The E-Mode of Brand Positioning: The Need for an Online Positioning Interface
Chapter 13
Manlio Del Giudice, Michel Polski
We discuss a dynamic model of cognitive and behavioral e-loyalty developed through the analysis of barriers (perceived switching costs) which can be... Sample PDF
Locked In By Services: Willingness to Pay More and Switching Behavior in a Digital Environment
Chapter 14
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Comparative Analysis of International Approaches to the Protection of Online Privacy
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