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An Examination of the Uses and Grati...

ProQuest Information and Learning Co.

An Examination of the Uses and Gratifications of Utilitarian and Experiential Online Shoppers.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	An Examination of the Uses and Gratifications of Utilitarian and Experiential Online Shoppers./
作者:	Spang, Michelle.
面頁冊數:	1 online resource (33 pages)
附註:	Source: Masters Abstracts International, Volume: 56-03.
標題:	Communication. -
電子資源:	click for full text (PQDT)
ISBN:	9781369534566

An Examination of the Uses and Gratifications of Utilitarian and Experiential Online Shoppers.
Spang, Michelle.

An Examination of the Uses and Gratifications of Utilitarian and Experiential Online Shoppers. - 1 online resource (33 pages)

Source: Masters Abstracts International, Volume: 56-03.

Thesis (M.S.)--Rochester Institute of Technology, 2017.

Includes bibliographical references

As money being spent on e-commerce continues to rise, marketers and retailers are interested in what motivates people to shop online. In the past shoppers have been broken up into two categories, utilitarian or experiential (e.g., O'Brien, 2010; Overby & Lee, 2006; To, Liao, & Lin, 2007; Wolfinbarger & Gilly, 2001). The purpose of this study is to evaluate both categories of shoppers by utilizing a uses and gratifications theory framework. Online survey method is utilized to determine if there are differences between the utilitarian and experiential online shoppers in terms of uses sought. As a result, of the five variables that were tested, information, social interaction, identification with e-commerce community, and escapism are all found to be gratifications that both utilitarian and experiential online shoppers desire, however the data for the entertainment variable was inconclusive. This information can be used to inform future e-commerce marketplaces and marketers of how to best target shoppers in an online setting.

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

Mode of access: World Wide Web

ISBN: 9781369534566Subjects--Topical Terms:

556422
Communication.
Index Terms--Genre/Form:

554714
Electronic books.

An Examination of the Uses and Gratifications of Utilitarian and Experiential Online Shoppers.
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245 1 3 $a An Examination of the Uses and Gratifications of Utilitarian and Experiential Online Shoppers.
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300 $a 1 online resource (33 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
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500 $a Source: Masters Abstracts International, Volume: 56-03.
500 $a Advisers: Tracy R. Worrell; Neil Hair.
502 $a Thesis (M.S.)--Rochester Institute of Technology, 2017.
504 $a Includes bibliographical references
520 $a As money being spent on e-commerce continues to rise, marketers and retailers are interested in what motivates people to shop online. In the past shoppers have been broken up into two categories, utilitarian or experiential (e.g., O'Brien, 2010; Overby & Lee, 2006; To, Liao, & Lin, 2007; Wolfinbarger & Gilly, 2001). The purpose of this study is to evaluate both categories of shoppers by utilizing a uses and gratifications theory framework. Online survey method is utilized to determine if there are differences between the utilitarian and experiential online shoppers in terms of uses sought. As a result, of the five variables that were tested, information, social interaction, identification with e-commerce community, and escapism are all found to be gratifications that both utilitarian and experiential online shoppers desire, however the data for the entertainment variable was inconclusive. This information can be used to inform future e-commerce marketplaces and marketers of how to best target shoppers in an online setting.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Communication. $3 556422
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
690 $a 0459
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Rochester Institute of Technology. $b Communication and Media Technologies. $3 1185602
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