The Revolution Will Not Be Televised: Introduction to the Special Issue on Marketing Science and the Internet

Hoffman, Donna L.
January 2000
Marketing Science;Winter2000, Vol. 19 Issue 1, p1
Academic Journal
This article presents information on various papers published in the January 2000 issue of the journal "Marketing Science," and also discusses the Internet revolution. The Internet has the potential to radically transform not just the way individuals go about conducting their business with each other, but also the very essence of what it means to be a human being in society. The first paper examines the effect of interactive decision tools, including a recommendation agent and a comparison matrix, on consumers' purchase decisions in online shopping environments. The second paper addresses the issue of what makes for a compelling online experience. It proposes that this experience depends on facilitating a state of flow and, in a structural modeling framework, they test and validate a conceptual model that specifies the components and key consumer behavior outcomes of the experience. Another paper develops and validate a model of web search engine performance. It addresses issues of overlap and coverage among the search engines tested.


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