Contemporary Research in E-Marketing_1

TLFeBOOK Contemporary Research in E-Marketing Volume 2 Sandeep Krishnamurthy University of Washington, USA IDEA GROUP PUBLISHING Hershey • London • Melbourne • Singapore Acquisitions Editor: Development Editor: Senior Managing Editor: Managing Editor: Copy Editor: Typesetter: Cover Design: Printed at: Renée Davies Kristin Roth Amanda Appicello Jennifer Neidig Joyce Li Cindy Consonery Lisa Tosheff Yurchak Printing Inc. Published in the United States of America by Idea Group Publishing (an imprint of Idea Group Inc.) 701 E. Chocolate Avenue, Suite 200 Hershey PA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: cust@idea-group.com Web site: http://www.idea-group.com and in the United Kingdom by Idea Group Publishing (an imprint of Idea Group Inc.) 3 Henrietta Street Covent Garden London WC2E 8LU Tel: 44 20 7240 0856 Fax: 44 20 7379 3313 Web site: http://www.eurospan.co.uk Copyright © 2006 by Idea Group Inc. All rights reserved. No part of this book may be reproduced, stored or distributed in any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher. Product or company names used in this book are for identification purposes only. Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI of the trademark or registered trademark. Library of Congress Cataloging-in-Publication Data Contemporary research in e-marketing / Sandeep Krishnamurthy, editor. v. <2 > cm. Includes bibliographical references and index. ISBN 1-59140-824-5 (h/c) — ISBN 1-59140-825-3 (s/c) — ISBN 1-59140-826-1 (eisbn) 1. Internet marketing. I. Krishnamurthy, Sandeep, 1967- HF5415.1265.C67 2006 658.8’72—dc22 2004016288 British Cataloguing in Publication Data A Cataloguing in Publication record for this book is available from the British Library. All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the authors, but not necessarily of the publisher. Contemporary Research in E-Marketing Volume 2 Table of Contents Preface.............................................................................................................vi Chapter I. Evaluation of Web Sites on Information and Entertainment Properties: The Role of Involvement .........................................................1 Sanjeev Swami, Indian Institute of Technology, Kanpur, India Ram Krishna, Tata Consultancy Services, India Chapter II. An Examination of Consumer Behavior on eBay Motors............................................................................................................40 Mark P. Sena, Xavier University, USA Gerald Braun, Xavier University, USA Chapter III. Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India...........................................................................58 Sanjeev Swami, Indian Institute of Technology, Kanpur, India Chapter IV. User-Centered Design and Marketing: Online Customer Value ...............................................................................................................88 Thomas W. Porter, University of North Carolina Wilmington, USA Chapter V. A Synthesis and Analysis of Behavioral and Policy Issues in Electronic Marketing Communications ............................................ 106 Merrill Warkentin, Mississippi State University, USA Robert S. Moore, Mississippi State University, USA Melissa Moore, Mississippi State University, USA Chapter VI. Providing Value to Customers in E-Commerce Environments: The Customer’s Perspective ....................................... 119 Shailey Minocha, The Open University, UK Liisa H. Dawson, The Open University, UK Ann Blandford, University College London Interaction Centre, UK Nicola Millard, British Telecommunications PLC, UK Chapter VII. Key Success Requirements for Online Brand Management............................................................................................... 147 Subir Bandyopadhyay, Indiana University Northwest, USA Rosemary Serjak, University of Ottawa, Canada Chapter VIII. The Evolution of the Theory and Practice of Marketing in Light of Information Technology ........................................................ 168 Daniela Andreini, University of Bergamo, Italy Chapter IX. The Internet and Global Markets..................................... 216 José Manuel Ortega Egea, University of Almería, Spain Manuel Recio Menéndez, University of Almería, Spain Chapter X. Stance Analysis: Social Cues and Attitudes in Online Interaction .................................................................................................. 262 Peyton Mason, Linguistic Insights, Inc., USA Boyd Davis, University of North Carolina-Charlotte, USA Deborah Bosley, University of North Carolina-Charlotte, USA Chapter XI. Application of Internet-Based Marketing Instruments by Multichannel Retailers: A Web Site Analysis in the U.S. and the UK ......................................................................................................... 284 Maria Madlberger, Vienna University of Economics and Business Administration, Austria Chapter XII. The E-Mode of Brand Positioning: The Need for an Online Positioning Interface .................................................................... 304 S. Ramesh Kumar, Indian Institute of Management, Bangalore, India Chapter XIII. Locked In By Services: Willingness to Pay More and Switching Behavior in a Digital Environment ....................................... 322 Manlio Del Giudice, University of Milano-Bicocca, Italy Michel Polski, Grenoble Ecole de Management, France ... - tailieumienphi.vn