Contents
About the Contributors
ix
Introduction Curtis P. Haugtvedt, Karen A. Machleit, and Richard F. Yalch
1
PARTI: COMMUNITY 1
2
3
4
Ritual Behavior and Community Change: Exploring the Social-Psychological Roles of Net Rituals in the Developmental Processes of Online Consumption Communities Anat Toder-Alon, Frederick F. Brunei, and Wendy L. Schneier Siegal Published Word of Mouth: Referable, Consumer-Generated Information on the Internet Robert M. Schindler and Barbara Bickart Understanding Pass-Along Emails: Motivations and Behaviors of Viral Consumers Regina Lewis, Lynne Mobilio, Joseph E. Phelps, and Niranjan (Nick) Raman What, and How, We Can Learn From Online Consumer Discussion Groups David M. Boush and Lynn Kahle
7
35
63
101
PART II: ADVERTISING 5
How Banner Ads Affect Brand Choice Without Click-Through Andrew Mitchell and Ana Valenzuela
125
6
Factors Affecting Click-Through Rate Jean-Louis Chandon and Mohamed Saber Chtourou
143
vi
CONTENTS
7
Exploring Consumer Response to "Advergaming" Michelle R. Nelson
8
Going Mobile: Marketing and Advertising on Wireless Networks Around the World Robert J. Kent, Patrick D. Lynch, and Srini S. Srinivasan
167
195
PART III: CUSTOMIZATION 9
10
Online Product Customization: Factors Investigating the Product and Process Janis J. Crow and James Shanteau
207
Marketing to Individual Consumers Online: The Influence of Perceived Control John Godek and J. Frank Yates
225
11
Smoother Surfing Across Cultures: Bilinguals on the Web David Luna, Laura A. Peracchio, and Maria D. de Juan
12
Processes of Preference Construction in Agent-Assisted Online Shopping Kyle B. Murray and Gerald Haubl
245
265
PART IV: SITE DESIGN 13
14
15
Effects of Visual Consistency on Site Identity and Product Attitude Richard C. Omanson, June A. Cline, and Christie L. Nordhielm
287
Gendered Information Processing: Implication for Web Site Design Elizabeth Purinton and Deborah E. Rosen
303
The Effect of Site Design and Interattribute Correlations on Interactive Web-Based Decisions Barbara Fasolo, Gary H. McClelland, and Katharine A. Lange
325
CONTENTS
vii
PART V: DECISION MAKING 16
17
18
19
Is the Internet Empowering Consumers to Make Better Decisions, or Strengthening Marketers' Potential to Persuade? Paul Henry
345
Rationality Unbounded: The Internet and Its Effect on Consumer Decision Making Saurabh Mishra and Richard W. Olshavsky
361
Consumer Relationships with an e-Brand: Implications for e-Brand Extensions JongWon Park, Hyan-Jung Lee, and Hyung-Il Lee
379
Finding the Best Ways to Combine Online and Offline Shopping Features Awn M. Levin, Irwin P. Levin, and C. Edward Heath
401
20
Consumer Behavior in Online Auctions: An Exploratory Study Eugene Sivadas, Barbara Stern, Raj Mehta, and Melanie Jones
21
The Impact of Internet Use on Health Cognitions and Health Behavior Noel T. Brewer
419
433
PART VI: RESEARCH TOOLS AND APPROACHES 22
23
Experiential Ecommerce: A Summary of Research Investigating the Impact of Virtual Experience on Consumer Learning Terry Daugherty, Hairong Li, and Frank Biocca Web-Based Consumer Research Basil G. Englis, Michael R. Solomon, and Paula Danskin
457
491
Author Index
511
Subject Index
527