dc.contributor.advisor | Rodgers, Shelly (Shelly Lannette), 1965- | eng |
dc.contributor.author | Belcher, Kimberlee Neil | eng |
dc.date.issued | 2005 | eng |
dc.date.submitted | 2005 Fall | eng |
dc.description | The 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.description | Title from title screen of research.pdf file viewed on (November 27, 2006) | eng |
dc.description | Includes bibliographical references. | eng |
dc.description | Thesis (M.A.) University of Missouri-Columbia 2005. | eng |
dc.description | Dissertations, Academic -- University of Missouri--Columbia -- Journalism. | eng |
dc.description.abstract | Growing 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.merlin | b5727034x | eng |
dc.identifier.uri | http://hdl.handle.net/10355/4262 | |
dc.language | English | eng |
dc.publisher | University of Missouri--Columbia | eng |
dc.relation.ispartofcommunity | University of Missouri--Columbia. Graduate School. Theses and Dissertations | eng |
dc.subject.lcsh | Electronic commerce | eng |
dc.subject.lcsh | Internet advertising | eng |
dc.title | Interactivity and personalization in product presentation on e-commerce websites | eng |
dc.type | Thesis | eng |
thesis.degree.discipline | Journalism (MU) | eng |
thesis.degree.grantor | University of Missouri--Columbia | eng |
thesis.degree.level | Masters | eng |
thesis.degree.name | M.A. | eng |