Marketing Theory for Computer-Mediated Environments

计算机介导环境的营销理论

• 批准号: 9422780
• 负责人: Donna Hoffman
• 金额: $ 1.8万
• 依托单位: Vanderbilt University
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 1995
• 资助国家: 美国
• 起止时间: 1995-07-01 至 1996-06-30
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=9422780&HistoricalAwards=false
• 关键词: Marketing; Theory; Computer; Mediated; Environments

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.

摘要 SBR-9422780 Hoffman, Donna Vanderbilt U 这项研究规划补助金 (RPG) 解决了计算机介导环境 (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施。 中心论点是，CME 在性质、范围和特征上与其他媒体有着根本的不同。 传统媒体既包括大众媒体（例如电视、广播、报纸、杂志和直邮），也包括个人传播（例如口碑）。 CMS 有许多区别于传统媒体的特征。 本研究将调查在计算机介导的环境中影响消费者行为的决策特征，以及该环境固有的、对营销和传播策略有影响的媒体特征。 该规划阶段的目标是： 1) 全面的文献综述，涵盖与 CME 相关的所有学科，包括市场营销、行为决策理论、消费者行为、广告、传播、心理学、计算机介导的传播和计算机科学； 2）提出了计算机媒介环境下营销的综合理论框架； 3）从该框架中得出的一系列可测试的命题，将构成 CME 和营销理论的长期研究计划的基础。