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Visit Versus Purchase, Comparing Internet Shopper Clusters, Farahnaz L. Khan
Visit Versus Purchase, Comparing Internet Shopper Clusters, Farahnaz L. Khan
ETD Archive
The purpose of this study was to investigate whether or not differences occurred in how individuals visited and purchased products from the Internet. The study utilized data administered through an online survey to 441 individuals in the United States. The survey included items regarding general Internet use, website visit and purchase behavior, preferred website attributes, innovativeness, trust, presence, and demographics. Two cluster solutions were identified from the sample by clustering individuals based on website product categories visited and purchased separately. A new technique known as PermuCluster 1.0 was employed to enhance the stability of the cluster solutions. Results revealed that …
A Contextual Examination Of St. Anselm's Ontological Argument, Amanda C. Hammill
A Contextual Examination Of St. Anselm's Ontological Argument, Amanda C. Hammill
ETD Archive
Messages are more effective when framed to be congruent with individuals' approach/avoidance motivation (Sherman, Mann, & Updegraff, 2006). Two experiments explored whether congruency might also effect consumer reactions by examining whether person-message fit enhances enjoyment of taste of a product, increases how fluid an advertisement is perceived to be, and heightens one's willingness to buy a product and the overall product value. Study 1 demonstrated a congruency effect, where avoidance motivation scores positively predicted perceptions of taste/enjoyment of a sugar-free food, but only when the product advertisement was loss-framed. In the loss-frame condition, higher avoidance scores also related to increased …