[-] Show simple item record

dc.contributor.advisorRodgers, Shelly (Shelly Lannette), 1965-eng
dc.contributor.authorBelcher, Kimberlee Neileng
dc.date.issued2005eng
dc.date.submitted2005 Falleng
dc.descriptionThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.eng
dc.descriptionTitle from title screen of research.pdf file viewed on (November 27, 2006)eng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionThesis (M.A.) University of Missouri-Columbia 2005.eng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Journalism.eng
dc.description.abstractGrowing interest in e-commerce necessitates research to determine how to effectively use this medium. Of the features on these websites, product presentation is an important form of advertising. This research focuses on 3-D product presentation online, and examines personalization as a variable that increases the level of interactivity. A between-subjects design is used to examine the effect of a personalized product presentation on user attitude toward the brand, attitude toward the website, and purchase intention. The results show that personalization may not have as significant an impact on attitudes and intentions as was predicted. These findings suggest further research in this area, using slightly altered methods, to further the knowledge of personalization and interactivity. Also, e-commerce websites using similar product presentations may re-evaluate investments as a result of the findings presented here.eng
dc.identifier.merlinb5727034xeng
dc.identifier.urihttp://hdl.handle.net/10355/4262
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartof2005 Freely available theses (MU)eng
dc.relation.ispartofcollectionUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.subject.lcshElectronic commerceeng
dc.subject.lcshInternet advertisingeng
dc.titleInteractivity and personalization in product presentation on e-commerce websiteseng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


Files in this item

[PDF]
[PDF]
[PDF]

This item appears in the following Collection(s)

[-] Show simple item record