國立虎尾科技大學 |

Think Twice Before Hitting 'Send' : = The Strategic Uses of Information in Marketing Channels.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Think Twice Before Hitting 'Send' :/
其他題名:	The Strategic Uses of Information in Marketing Channels.
作者:	Tong, Pui Ying.
面頁冊數:	1 online resource (321 pages)
附註:	Source: Dissertation Abstracts International, Volume: 78-10(E), Section: A.
Contained By:	Dissertation Abstracts International78-10A(E).
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9781369765229

Think Twice Before Hitting 'Send' : = The Strategic Uses of Information in Marketing Channels.
Tong, Pui Ying.

Think Twice Before Hitting 'Send' :The Strategic Uses of Information in Marketing Channels. - 1 online resource (321 pages)

Source: Dissertation Abstracts International, Volume: 78-10(E), Section: A.

Thesis (Ph.D.)

Includes bibliographical references

This dissertation examines the growing problem of information overload in the context of marketing channels. Information overload occurs when shared information requires more mental resources to process than the mental resources available to the receiver. This research offers strategies to attenuate information overload and examines the impact of information overload on channel outcomes. Strategic uses of information are proposed and conceptualized as a sender's alteration of information volume, content, and/or timing to assist a receiver in processing information. Hypotheses are developed based on the normative perspective of communication from the organizational communication literature. Data from 244 salespeople are analyzed using structural equation modeling to test the hypotheses. The results suggest that information overload undermines shared understanding, while shared understanding enhances coordination and compliance, and reduces conflict. Post hoc analyses further reveal that the effectiveness of strategic uses of information on information overload is contingent on the task nature and receiver characteristics and that some strategies have a U-shaped relationship with information overload. The major contribution of this dissertation is integrating the paradigms of organizational communication and marketing channels literatures and providing an additional perspective in understanding information sharing in channel relationships. Contrary to conventional wisdom, this paper argues that more information sharing is not necessarily better.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781369765229Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Think Twice Before Hitting 'Send' : = The Strategic Uses of Information in Marketing Channels.
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100 1 $a Tong, Pui Ying. $3 1184115
245 1 0 $a Think Twice Before Hitting 'Send' : $b The Strategic Uses of Information in Marketing Channels.
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300 $a 1 online resource (321 pages)
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500 $a Source: Dissertation Abstracts International, Volume: 78-10(E), Section: A.
500 $a Advisers: James R. Brown; Jody L. Crosno.
502 $a Thesis (Ph.D.) $c West Virginia University $d 2017.
504 $a Includes bibliographical references
520 $a This dissertation examines the growing problem of information overload in the context of marketing channels. Information overload occurs when shared information requires more mental resources to process than the mental resources available to the receiver. This research offers strategies to attenuate information overload and examines the impact of information overload on channel outcomes. Strategic uses of information are proposed and conceptualized as a sender's alteration of information volume, content, and/or timing to assist a receiver in processing information. Hypotheses are developed based on the normative perspective of communication from the organizational communication literature. Data from 244 salespeople are analyzed using structural equation modeling to test the hypotheses. The results suggest that information overload undermines shared understanding, while shared understanding enhances coordination and compliance, and reduces conflict. Post hoc analyses further reveal that the effectiveness of strategic uses of information on information overload is contingent on the task nature and receiver characteristics and that some strategies have a U-shaped relationship with information overload. The major contribution of this dissertation is integrating the paradigms of organizational communication and marketing channels literatures and providing an additional perspective in understanding information sharing in channel relationships. Contrary to conventional wisdom, this paper argues that more information sharing is not necessarily better.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
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710 2 $a West Virginia University. $b Marketing. $3 1184116
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