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Loyalty and stickiness in a virtual ...

Horn, Erica.

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Loyalty and stickiness in a virtual environment: Parameters of a website's homepage and consumers' responses to different e-retailing strategies.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Loyalty and stickiness in a virtual environment: Parameters of a website's homepage and consumers' responses to different e-retailing strategies./
Author:	Horn, Erica.
Description:	140 p.
Notes:	Source: Masters Abstracts International, Volume: 42-06, page: 2004.
Contained By:	Masters Abstracts International42-06.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=MQ91040
ISBN:	0612910407

Loyalty and stickiness in a virtual environment: Parameters of a website's homepage and consumers' responses to different e-retailing strategies.
Horn, Erica.

Loyalty and stickiness in a virtual environment: Parameters of a website's homepage and consumers' responses to different e-retailing strategies. - 140 p.

Source: Masters Abstracts International, Volume: 42-06, page: 2004.

Thesis (M.Sc.)--Concordia University (Canada), 2004.

The goal of the present thesis is to suggest a means of objectively classifying and measuring the design parameters of a website's homepage and then to analyze the effects these parameters have on consumer stickiness and loyalty. In addition, the aim is to compare the objective parameters of a website's homepage and the browsing experiences of consumers between brick and mortar and virtual e-retailers. To date, marketing managers and website designers have had to rely on the trade literature on website design that is replete with checklists and 'how to' guides that lack scientific rigour. The limited academic research relies heavily on the subjective assessments of websites. Two distinct yet complementary studies were conducted. Study 1 uses the guiding principles of the grounded theory approach to develop an objective and systematic way of organizing and measuring the parameters of an e-retailer's homepage. The study identified three key categories of parameters: (1) usability; (2) brand and; (3) atmospheric parameters. Study 2 then uses this categorization in a web browsing field study to examine their relationship with web surfer level outcomes such as stickiness and loyalty. Study 2 identified several significant differences in the measures of stickiness and loyalty depending upon e-retailing strategy employed, existence or absence of prior contact with a website and level of brand knowledge. The findings from Study 2 suggest that some measures of stickiness and loyalty are affected by website level and individual level factors.

ISBN: 0612910407Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Loyalty and stickiness in a virtual environment: Parameters of a website's homepage and consumers' responses to different e-retailing strategies.
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100 1 $a Horn, Erica. $3 1926745
245 1 0 $a Loyalty and stickiness in a virtual environment: Parameters of a website's homepage and consumers' responses to different e-retailing strategies.
300 $a 140 p.
500 $a Source: Masters Abstracts International, Volume: 42-06, page: 2004.
500 $a Adviser: Jordan Le Bel.
502 $a Thesis (M.Sc.)--Concordia University (Canada), 2004.
520 $a The goal of the present thesis is to suggest a means of objectively classifying and measuring the design parameters of a website's homepage and then to analyze the effects these parameters have on consumer stickiness and loyalty. In addition, the aim is to compare the objective parameters of a website's homepage and the browsing experiences of consumers between brick and mortar and virtual e-retailers. To date, marketing managers and website designers have had to rely on the trade literature on website design that is replete with checklists and 'how to' guides that lack scientific rigour. The limited academic research relies heavily on the subjective assessments of websites. Two distinct yet complementary studies were conducted. Study 1 uses the guiding principles of the grounded theory approach to develop an objective and systematic way of organizing and measuring the parameters of an e-retailer's homepage. The study identified three key categories of parameters: (1) usability; (2) brand and; (3) atmospheric parameters. Study 2 then uses this categorization in a web browsing field study to examine their relationship with web surfer level outcomes such as stickiness and loyalty. Study 2 identified several significant differences in the measures of stickiness and loyalty depending upon e-retailing strategy employed, existence or absence of prior contact with a website and level of brand knowledge. The findings from Study 2 suggest that some measures of stickiness and loyalty are affected by website level and individual level factors.
590 $a School code: 0228.
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