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Computer Mediated Evnvironment - School Essays

Computer Mediated Evnvironment


CHOICE IN COMPUTER-MEDIATED ENVIRONMENTS
In the last several years, the increased diffusion of computer and telecommunications technologies in businesses and homes has produced new ways for organizations to connect with their customers. These computer mediated environments (CMEs) such as the World Wide Web raise new research questions. In this paper, we examine the potential research issues associated with CMEs in five areas: (1) decision processes, (2) advertising and communications, (3) brand choice, (4) brand communities, and (5) pricing.
In the last several years, the world of the marketing has changed dramatically with the rapid diffusion of computer and information technologies ...

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consumers are able to check airline flight schedules and make reservations, purchase a wide variety of products, and discuss product performance with other consumers, are becoming very popular. Households in Chicago and San Francisco can purchase groceries from home using computer software marketed by Peapod, Inc. This latter service allows consumers to search within a product category using attributes such as price, calories, sugar content, and package size. Car manufacturers such as BMW regularly mail CD-ROMs to potential customers with video shots of the cars and data both about the cars and their competitors. Durable goods can be purchased through CUC International’s Shopper’s Advantage membership-based service (www.cuc.com). “Virtual” shopping experiences (Burke 1996) enable marketing researchers to simulate a buyer’s actual experience in a supermarket with remarkable accuracy.
While the Internet has been around since the 1960s, only since the development of the WWW ...

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on the research implications of CMEs for better understanding consumer choice. Because of their interactive, dynamic nature, CMEs provide a rich environment for studying choice. In particular, we examine the following different areas for research using CMEs: (1) decision processes, (2) advertising/communications, (3) brand choice, (4) “communities” around brands, and (5) pricing. An important question that we explore is whether or not the CMEs give rise to new research issues, i.e., are CMEs generating new theories, or are they simply a different (albeit exciting) new laboratory for testing existing theories.

1. Decision Processes
While CME environments permit users to perform ...

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PAPER DETAILS
Added: 8/15/2006 07:32:52 AM
Category: Science & Nature
Type: Premium Paper
Words: 5150
Pages: 19

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