Marketing Theory for Computer-Mediated Environments

摘要 SBR-9422780霍夫曼，唐娜范德比尔特U 该研究规划补助金（RPG）解决了计算机媒介环境（CME）中的营销问题。 该研究将CME建模为大规模（例如国家或全球）网络超媒体环境，其中互联网是第一个也是当前的全球实现。 中心论点是，一个CME是根本不同的，在性质，范围和特点，从其他媒体。 传统媒体既包括大众媒体（如电视、广播、报纸、杂志和直邮），也包括个人通信（如，口碑）。 CMS与传统媒体有许多不同之处。 本研究将探讨在电脑媒介环境中影响消费者行为的决策特征，以及在此环境中固有的、对营销和传播策略有影响的媒体特征。 这个计划阶段的目标是：1）一个全面的文献综述，包括所有相关学科的CME，包括市场营销，行为决策理论，消费者行为，广告，通信，心理学，计算机介导的通信，和计算机科学; 2）一个建议的综合理论框架，营销在计算机介导的环境;以及3）从框架中得出的一组可测试的命题，这些命题将为CME和营销理论的长期研究计划奠定基础。

ABSTRACT SBR-9422780 Hoffman, Donna Vanderbilt U This Research Planning Grant (RPG) addresses the problem of marketing in computer-mediated environments (CMEs). The research models CMEs as large-scale (e.g. national or global) networked hypermedia environments, of which the Internet is the first and current global implementation. The central thesis is that a CME is fundamentally different, in nature, scope, and characteristics from other media. Traditional media include both mass media (e.g. television, radio, newspaper, magazines and direct mail), as well as personal communications (e.g., word-of-mouth). Numerous characteristics differentiate CMSs from traditional media. This research will investigate both decision-making characteristics which affect consumer behavior in a computer- mediated environment, and media characteristics which are intrinsic to this environment and have implications for marketing and communications strategy. The goals of this planning stage are: 1) a comprehensive literature review encompassing all disciplines relevant to CMEs, including marketing, behavioral decision theory, consumer behavior, advertising, communication, psychology, computer-mediated communication, and computer science; 2) a proposed integrated theoretical framework for marketing in a computer- mediated environment; and 3) a consequent set of testable propositions that flow from the framework which will form the foundation for a longer term research program on CMEs and marketing theory.