This research is to investigate the effects of the “virtual experiential marketing elements”. In the study, the concept of experiential marketing is adopted for virtual environment practices. Characteristics of virtual experiential marketing are discussed and its elements are identified as sense, interaction, pleasure, flow, and community relationship.
A primitive research framework is provided and it depicts the relationships among variables. It was proposed that there is positive impacts of virtual experiential marketing on Online browse intention and Online purchase intention. Moreover, other variables – shopping orientations, prior purchase, and information technology (IT) usage level are brought to discuss their moderating effects between the impacts of virtual experiential marketing on Online browse intention and virtual experiential marketing on Online purchase intention. An empirical study was conducted through a questionnaire development composed of virtual experiential marketing elements and 1052 samples were collected eventually. The main effect of the research is examined by means of AMOS 5.0 and the moderating hypotheses are tested by utilizing SPSS 12.0.
The results of the data analysis show that the virtual experiential marketing elements can really affect the Online browse intention and Online purchase intention positively except the “sense”; furthermore, they have an indirect impact on the E-loyalty. In addition, there are, by all means, several factors verified to serve as moderating roles in the relationship between the virtual experiential marketing elements and Online browse intention and between the virtual experiential marketing elements and Online purchase intention.

This research is to investigate the effects of the “virtual experiential marketing elements”. In the study, the concept of experiential marketing is adopted for virtual environment practices. Characteristics of virtual experiential marketing are discussed and its elements are identified as sense, interaction, pleasure, flow, and community relationship.
A primitive research framework is provided and it depicts the relationships among variables. It was proposed that there is positive impacts of virtual experiential marketing on Online browse intention and Online purchase intention. Moreover, other variables – shopping orientations, prior purchase, and information technology (IT) usage level are brought to discuss their moderating effects between the impacts of virtual experiential marketing on Online browse intention and virtual experiential marketing on Online purchase intention. An empirical study was conducted through a questionnaire development composed of virtual experiential marketing elements and 1052 samples were collected eventually. The main effect of the research is examined by means of AMOS 5.0 and the moderating hypotheses are tested by utilizing SPSS 12.0.
The results of the data analysis show that the virtual experiential marketing elements can really affect the Online browse intention and Online purchase intention positively except the “sense”; furthermore, they have an indirect impact on the E-loyalty. In addition, there are, by all means, several factors verified to serve as moderating roles in the relationship between the virtual experiential marketing elements and Online browse intention and between the virtual experiential marketing elements and Online purchase intention.

ABSTRACT Ⅱ
Acknowledgement Ⅲ
Table of Contents Ⅴ
List of Tables Ⅷ
List of Figures Ⅸ
Chapter 1 Introduction 1
1.1 Research Background and Motivations 1
1.2 Research Purpose 3
1.3 Research Procedure 5
Chapter 2 Literature Review 6
2.1 Experiential Marketing 6
2.1.1 Definitions and Terminologies with Similar Meanings 6
2.1.2 Issues Related 7
2.2 Online Shopping Experience 11
2.2.1 Origins 11
2.2.2 Definition of Online Shopping Experience 11
2.2.3 Related Researches 12
2.3 Online Purchase Intention 13
2.3.1 Definition of Online Purchase Intention 13
2.3.2 Issues Related 14
2.4 E-loyalty 15
2.4.1 Definitions of Loyalty 15
2.4.2 Definition of E-loyalty 16
2.4.3 Behavioral Consequences of E-Loyalty 17
2.4.4 Related Issues of E-Loyalty 18
2.5 Online Games 19
2.5.1 Introduction and Definition of Online Games 19
2.5.2 Features of Online Games 20
Chapter 3 Research Framework and Hypotheses 22
3.1 Research Framework 22
3.2 Operational Definitions 23
3.2.1 Virtual Experiential Marketing Elements 24
3.2.2 Online Browse Intention 28
3.2.3 Online Purchase Intention 28
3.2.4 E-Loyalty 28
3.3 The Correlations of Constructs and Hypotheses 28
Chapter 4 Research Methodology 35
4.1 Instrument Design and Measures 35
4.1.1 Instrument Design 35
4.1.2 Measures 36
4.2 Data Collection and Sample 38
4.2.1 Procedures 38
4.2.2 Sample characteristics 39
4.3 Analysis Method 39
4.3.1 Descriptive Statistics 40
4.3.2 Exploratory Factor Analysis (EFA) 40
4.3.3 Reliability Test (α) 40
4.3.4 Validity Test 40
4.3.5 Correlation Analysis 40
4.3.6 Structural Equation Model (SEM) 41
4.3.7 Regression Analysis 41
Chapter 5 Data Analysis and Result Discussion 42
5.1 Descriptive Statistics (Characteristics of the sample players) 42
5.2 Exploratory Factor Analysis and Reliability (α) 46
5.3 Validity Test 53
5.4 Means, SD, Correlations and Average Variance Extracted 54
5.5 Structural Equation Model (SEM) 56
5.5.1 The Structural Model 56
5.5.2 Hypothesis Testing 59
5.6 Moderating Effect Testing 62
5.6.1 The Moderating Effect of Price-Prientation 62
5.6.2 The Moderating Effect of Convenience-Prientation 64
5.6.3 The Moderating Effect of IT Usage 66
5.6.4 The Moderating Effect of Prior Experience 67
5.7 Summary of the Hypotheses Tests 69
Chapter 6 Conclusions and Suggestions 71
6.1 Discussion 71
6.1.1 The Effects of the Virtual Experiential Marketing Elements on Online Browse Intention 71
6.1.2 The Effects of the Virtual Experiential Marketing Elements on Online Purchase Intention 72
6.1.3 The Effects of Online Purchase Intention and Online Purchase Intention on E-loyalty 73
6.1.4 The Moderating Effects on the Relationship between Virtual Experiential Marketing Elements and Online Browse Intention and the Relationship between Virtual Experiential Marketing Elements and Online Purchase Intention. 73
6.2 Managerial Implications 74
6.3 Limitations 75
6.4 Future Research 76
References 77
Appendix 1-- Questionnaire 87
Appendix 2– Questionnaire (Chinses Version) 92

References:
1.Alon, A., Brunel, F. B. & Schneier Siegal, W. L. (2004), “Ritual behavior and community life cycle: Exploring the social psychological roles of net rituals in the development of online consumption communities,” In C. Haugvedt, K. Machleit, & R. Yalch (Eds.), Online consumer psychology: Understanding how to interact with consumers in the virtual world, Hillsdale, NJ: Erlbaum.
2.Assael, H. (1992), Consumer behavior and marketing action, Boston, MA: PWS-KENT Publishing Company.
3.Ajzen, I. (1985), “From intention to action: A theory of planned behavior,” In: Kuhl, J. and Beckman, J., Editors, Action Control: From Cognitions to Behaviors, Springer, New York, NY.
4.Ajzen, I., (1991), “The theory of planned behavior,” Organizational Behavior and Human Decision Processes 50, pp. 179–211.
5.Babin, B. J.,Darden, W. R. & Griffin, M. (1994), “Work and/or fun: Measuring hedonic and utilitarian shopping,” Journal of Consumer Research, Vol. 20 (March), pp. 644-657.
6.Bagozzi, R. P., Yi, Y. and Phillips, L. W. (1991), “Assessing construct validity in organizational research,” Administrative Science Quarterly, Vol. 36 No. 3, pp. 421-458.
7.Bagozzi, R. P. & Dholakia, U. M. (2002), “Intentional social action in virtual communities,” Journal of Interactive Marketing, Vol. 16 No. 2, pp. 2– 21.
8.Baker, J., Grewal D., and Levy, M. (1992), “An experimental approach to making retail store environmental decisions,” Journal of Retailing, Vol. 68 (Winter), pp. 445–460.
9.Baronas, A. K. and Louis, M. R. (1988), “Restoring a sense of control during implementation,” MIS Quarterly, Vol. 12 No. 1, pp.111-123.
10.Bellenger, D. N. and Korgaonkar, P. (1980), “Profiling the recreational shopper,” Journal of Retailing, Vol. 56 (Fall), pp. 77–92.
11.Bellizi, J. A., Crowley, A. E. and Hasty, R. W. (1983), “The effects of color in store design,” Journal of Retailing, Vol. 59 (Spring), pp. 21– 45.
12.Bergadda, M. M. (1990), “The role of time in the action of the consumer,” Journal of Consumer Research, Vol.17, pp. 289-302.
13.Bergami, M. and Bagozzi, R. P. (2000), “Self-categorization, affective commitment, and group self-esteem as distinct aspects of social identity in an organization,” British Journal of Social Psychology, Vol. 39 No. 4, pp. 555–577.
14.Berthon, P., Pitt, L. and Watson, R. T. (1996), “Re-surfing W3: research perspectives on marketing communication and buyer behaviour on the worldwide web,” International Journal of Advertising; Vol. 15 No. 4, pp. 287–301.
15.Bloch, P. H., Sherrell, D. L. and Ridgway, N. M. (1986), “Consumer search: an extended framework,” Journal of Consumer Research, Vol. 13 (June), pp. 119–126.
16.Brown, George H. (1952), “Brand loyalty – fact or fiction?” Advertising Age, Vol. 23 (June 9), pp. 53–55.
17.Brown, M., Pope, N., and Voges, K. (2003), “Buying or browsing? An exploration of shopping orientation and online purchase intention,” European Journal of Marketing, Vol. 37, No. 11/12, pp. 1666-1684.
18.Churchill, G. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, Vol. 16 (February), pp. 64-73.
19.Corstjens, M. & Lal, R. (2000), “Building Store Loyalty through Store Brands,” Journal of Marketing Research, Vol. 37 No. 3, pp. 281-292.
20.Cova, B. (1997), “Community and consumption. Towards a definition of the “linking value” of products or services,” European Journal of Marketing, Vol. 31 No 3/4, pp. 297-316.
21.Csikszentmihalyi M. (1977), “Beyond boredom and anxiety,” San Francisco (CA): Jossey-Bass.
22.Csikszentmihalyi M. (1990), Flow: the psychology of optimal experience. New York (NY): Harper and Row.
23.Cummins, N. (2002), “Integrating e-commerce and games,” Personal and Ubiquitous, Vol. 6, pp. 362–370.
24.Dailey, L. (1999), “Designing the world we surf in: a conceptual model of web atmospherics,” In: Brown S, Sudharshan D, editors. AMA educator’s proceedings. Chicago (IL): AMA, pp. 225.
25.Dailey, L. (2004), “Navigational web atmospherics: Explaining the influence of restrictive navigation cues,” Journal of Business Research, Vol. 57. pp. 795-803.
26.Dailey, L. and Heath, C. E. (1999), “Bringing back your online customers: an exploration of the role of atmospherics on the web, working paper in advances in consumer research.,: In: Hock S, Meyer R, editors. Provo (UT): Association for Consumer Research,. pp. 245.
27.Dallaert, B. (2000), “Tourist valuation of other tourists contributions to travel web sites,” Ecommerce Research Forum, Vol. 1 No. 10, http://ecommerce.mit.edu/forum.
28.Damer, B., Gold, S., Bruin, J. de and Bruin, D-J. de (1998), “Virtual organizations and virtual worlds,” http://www.ccon.org/papers/debruinav98.html.
29.Darden, W. R. & Babin, B. J. (1994), “The role of emotion in expanding the concept of retail personality,” Stores, (April), RR7.
30.Darley, W. M. and Smith, R. E. (1995), “Gender differences in information processing strategies: an empirical test of the selectivity model in advertising response,” Journal of Advertising, Vol. 24 No. 1, pp. 41-56.
31.Davis, L. M. (2001), Establishing Online store loyalty: The role of atmospherics and pleasure in creating Online store loyalty, unpublished doctoral dissertation, University of Cincinnati, Ohio.
32.Day, H. I. (1981), Play, a Ludic Behavior, in Advances in Intrinsic Motivation and Aesthetics, New York and London: Plenum Press, pp. 225-249.
33.Day, G. S. (1969), “A two-dimensional concept of brand loyalty,” Journal of Marketing Research, Vol. 9 (September), pp. 29–36.
34.de Ruyter, K., Martin, W., and Bloemer, J. (1998), “On the relationship between perceived service quality, service loyalty and switching costs,” International Journal of Service Industry Management, Vol. 9, pp. 436–453.
35.Dewey, J. (1927), Public and Its Problems, Holt, New York, NY.
36.Dick, A. S. and Basu K. (1994), “Customer loyalty: toward an integrated conceptual framework,” Journal of the Academy of Marketing Science, Vol. 22 (spring), pp. 99–113.
37.Donovan, R. J., Rossiter, J. R. ,Marcoolyn, G. and Nesdale, A. (1994), “Store atmosphere and purchasing behavior,” Journal of Retailing, Vol. 70 No. 3(Fall), pp. 283– 294.
38.Donthu, N., and Garcia, A. (1999), “The Internet shopper,” Journal of Advertising Research, Vol. 39, pp. 52–58.
39.Eagly, A. H. and Chaiken, S. (1993), “Chapter 4. The impact of attitude on behavior,” in The Psychology of Attitude, Orlando, FL: Harcourt Beace & Co.
40.Eastlick, M. A. (1996), "Consumer intention to adopt interactive teleshopping," Marketing Science Institute Working Paper (Report No. 96–113), Cambridge, MA: Marketing Science Institute.
41.Engel, J. F. and Blackwell, R. D. (1982), Consumer behavior, New York: The Dryden Press.
42.Eroglu, S. A.; Machleit, K. A., and Davis, L. M. (2001), “Atmospheric qualities of Online retailing – A conceptual model and implications,” Journal of Business Research, Vol. 54, No. 2 (November), pp. 177-184.
43.Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley.
44.Fornell, C. (1987), "A Second Generation of Multivariate Analysis: Classification of Methods and Implications for Marketing Research," in Review of Marketing, M. J. Houston (ed.), American Marketing Association, Chicago, IL, pp. 407-450.
45.Forseter, M. (2000), The Roper Starch Report, Chain Store Age, (April), S36.
46.Gehrke, D. & Turban, E. (1999), “Determinants of Successful Website Design: Relative Importance and Recommendations for Effectiveness,” Proceedings of the 32nd Hawaii International Conference on System Sciences, pp. 1–8.
47.Gehrt, K.C., Alpander, G. G. and Lawson, D. A. (1992), “A factor-analytic examination of catalog shopping orientations in France”, Journal of Euromarketing, Vol. 2 No. 2, pp. 49-69.
48.Ghani, J. and Deshpande, S. (1994), “Task characteristics and the experience of optimal flow in human–computer interaction,” Journal of Psychology, Vol. 128 No.4, pp. 381– 391.
49.Gobé, M. and Zyman, S. (2001), Emotional Branding: The New Paradigm for Connecting Brands to People, New York: Allworth Press.
50.Gorriz, M. C. and Medina, C. (2000), “Engaging girls with computers through software games,” Communication of the ACM, Vol. 43 No. 1, pp. 42–49.
51.Granitz, N. A. and Ward, J. C. (1996), “Virtual community: A sociocognitive analysis,” Advances in Consumer Research Vol. 23, pp. 161–166.
52.Gremler, D. D. (1995), “The effect of satisfaction, switching costs, and interpersonal bonds on service loyalty,” unpublished doctoral dissertation, Arizona State University.
53.Grondin, B. (2002), A framework of E-loyalty levers, unpublished master thesis, Concordia University, Quebec.
54.Grove, S. J. and Fisk, R. P. (1992), “The service experience as theater,” Advances In Consumer Research, Vol.19, pp. 455-461.
55.Grover, V. and Teng, J. (2001), “E-commerce and the information market,” Communications of the ACM, Vol. 44 No. 4, pp. 79–86.
56.Gupta, S. and Vajic, M. (2000), “The Contextual and Dialectical Nature of Experiences,” In James A. Fitzsimmons and Mona J. Fitzsimmons (Eds.), New Service Development: Creating Memorable Experiences, Thousand Oaks, CA: Sage, pp. 33-51.
57.Hagel, J. III and Armstrong, A. G. (1997), Net Gain, Harvard Business School Press, Boston, MA.
58.Hagel, J. III and Armstrong, A. G. (1997), “Net gain: expanding markets through virtual communities,” Mckinsey Quarterly (winter), pp. 140–146.
59.Hart, C., Heskett, J. and Sasser, W. (1991), “Wie aus Pannen Profit ziehen,” Havard Manager, No. 1, pp. 128–126.
60.Havlena, W. J. & Holbrook, M. B. (1986), “The varieties of consumption experience: Comparing two typologies of emotion in consumer behavior,” Journal of Consumer Research, Vol.13, pp. 394-404.
61.Hoffman, D. L. and Novak, T. P. (1996), “Marketing in hypermedia computer-mediated environments: conceptual foundations,” Journal of Marketing, Vol. 60 (July), pp. 50–68.
62.Holbrook, M. B. (1994), “The Nature of Customer Value: An Axiology of Services in the Consumption Experiences,” pp. 21-71 in Service Quality: New Directions in Theory and Practice, Roland T. Rust and Richard L. Oliver, (Eds.), Newbury Park, CA: Sage.
63.Holbrook, M. B. (2000), “The millennial consumer in the texts of our times: Experience and entertainment,” Journal of Macro-marketing, Vol. 20 No. 2, pp. 178-192.
64.Howard, J. A.(1989), Consumer Behavior in Marketing Strategy , Englewood Cliffs ,New Jersey: Prentice Hall International, Inc.
65.Huizinga, J. (1955), Homo ludens: A Study of the Play Element in Culture, Boston, MA: The Beacon Press.
66.Isen, A. M. (1987), “Positive affect, cognitive processes, and social behavior,” In L. Berkowitz (Ed.), Advances in experimental social psychology, Vol. 20, pp. 203–53, New York: Academic Press.
67.Jacoby, J. (1971), “Brand loyalty: a conceptual definition,” in Proceedings of the American Psychological Association, Washington, DC: American Psychological Association, Vol. 6, pp. 655– 656.
68.Jacoby, J. and Chestnut, R. W. (1978), Brand loyalty: measurement and management, New York: John Wiley and Sons, Inc.
69.Jain, A. K., Pinson, C., and Malhotra, N. (1987), “Customer loyalty as a construct in the marketing of banking services,” The International Journal of Bank Marketing, Vol. 5 (July), pp. 49–72.
70.James, L. R., Mulaik, S. A., and Brett. J. M. (1982), Causal Analysis: Assumptions, Models, and Data, Sage Publications, Beverly Hills, CA.
71.Jensen, R. (1999), The Dream Society: How the Coming Shift from Information to Imagination will Transform Your Business, NY: McGraw-Hill.
72.Kaufman, C. F., Lane, P. M. & Linquist, J. D. (1991), “Exploring more than 24 hours a day: A preliminary investigation of polychromic time use,” Journal of Consumer Research, Vol. 18 (December), pp.392-401.
73.Keller, K. L. (1993), “Conceptualizing, measuring, & managing customer-based brand equity,” Journal of Marketing, Vol. 57 (January), pp. 1–22.
74.Korgaonkar, P.K. and Wolin, L. D. (1999), “A multivariate analysis of web usage,” Journal of Advertising Research, Vol. 39, pp. 53–68.
75.Kotler, P. (1973), “Atmospherics as a marketing tool,” Journal of Retailing, Vol. 49 No.4 (November), pp. 48–64.
76.Kotler, P. and Armstrong, G. (1989), Marketing: an introduction, New Jersey: Prentice Hall.
77.Kruger, R. M. (2001), “Making shopping fun”, retail Merchandiser, Vol. 41 No.9 (September), pp.14-16.
78.Kuehn, A. (1962), “Consumer brand choice as a learning process,” Journal of Advertising Research, Vol. 2 (March-April), pp. 10–17.
79.Kuttner, R. (1998), “The net: a market too perfect for profits,” BusinessWeek, Vol. 3577 (May 11), pp. 20.
80.Laurel, B. (1993), Computer as theatre, New York: Addison-Wesley.
81.Li, H., Daugherty, T. & Biocca, F. (2001), “Characteristics of Virtual Experience in Electronic. Commerce: A Protocol Analysis,” Journal of Interactive Marketing, Vol. 15 No. 3 (summer), pp. 13–30.
82.Liang, T.-P. and Huang, J.-S. (1998), “An empirical study on consumer acceptance of products in electronic markets: a transaction cost model,” Decision Support Systems, Vol. 24, pp. 29–43.
83.Lipstein, B. (1959), “The dynamics of brand loyalty and brand switching,” in Proceedings of the Fifth Annual Conference of the Advertising Research Foundation, New York: Advertising Research Foundation, pp. 101–108.
84.Mahler, D. Q. (2000), “An American Century of Retailing,” Chain Store Age, (April), S44.
85.Mano, H. and Oliver, R. L. (1993), “Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling and satisfaction,” Journal of Consumer Research, Vol. 20 No. 3, pp. 451-466.
86.Mathwick, C. (2002). Understanding the online consumer: A typology of online relational norms and behavior. Journal of Interactive Marketing, Vol.16 No.1, pp. 40-55.
87.Mathwick, C., Malhotra, N. and Rigdon, E. (2001), “Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment,” Journal of Retailing, Vol. 77, pp.39-56.
88.Menon, S. and Kahn, B. E. (2002), “Cross-category effects of induced arousal and pleasure on the Internet shopping experience,” Journal of Retailing, Vol. 78, pp.31-40.
89.Muniz, A. M. Jr and O’Guinn, T. C. (2001), “Brand community”, Journal of Consumer Research, Vol. 27 No. 4, pp. 412-32.
90.Netemeyer, R. G., Johnston, M. W., and Burton, S. (1990), “Analysis of Role-Conflict and Role Ambiguity in a Structural Equations Framework,” Journal of Applied Psychology, Vol. 75 No. 2, pp. 148-157.
91.Nunnally, J. C. (1978), Psychometric Theory (2nd Edition), New York: McGraw-Hill.
92.Okleshen, C. and Grossbart, S. (1998), “Usenet groups, virtual community and consumer behaviors,” Advances in Consumer Research, Vol. 25, pp. 276–282.
93.Oliver, R. L. (1999), “Whence consumer loyalty?” Journal of Marketing, Vol. 63 (Special Issue), pp. 33-44.
94.O’Sullivan, E. L. and Spangler, K. J. (1998), Experience Marketing: Strategies for the new Millennium, State College, Pa.: Venture Pub.
95.Otto, J. E. and Ritchie, J. R. B. (1996), “The service experience in tourism,” Tourism Management, Vol. 17, No. 3, pp.165-174.
96.Pine II, B. J. and Gilmore, J. H. (1998), “Welcome To the Experience Economy,” Harvard Business Review, Vol. 176 No. 4 (July-August), pp. 97-105.
97.Pine II, B. J. and Gilmore, J. H. (1999), The Experience Economy: Work is theatre & every business a stage, Boston, Mass.: Harvard Business School Press.
98.Pohmann, J. T. (2004), “Use and interpretation of factor analysis in the Journal of Educational Research: 1992-2002,” The Journal of Educational Research, Vol. 98 No. 1 (September/October), pp. 14-22.
99.Pope, N. K. L., Brown, M. R. and Forrest, E.J. (1999), “Risk, innovativeness, gender, and involvement factors affecting the intention to purchase sport product online,” Sport Marketing Quarterly, Vol. 8 No. 2, pp. 25-34.
100.Poulsson, S. H. G. and Kale, S. H. (2004), “The experience economy and commercial experiences,” The Marketing Review, Vol. 4, pp.267-277.
101.Rafaeli, S. (1998), “Interactivity: From new media to communication”, In R.P. Hawkins, J.M. Wiemann and S. Pingree(Eds.), Advancing communication science: Merging mass and interpersonal process, Newbury Park, CA: Sage, Vol. 18, pp. 110-134.
102.Regan, D. T. and Fazio, R. H. (1977), “On the consistency between attitudes and behavior: look to the method of attitude formation,” Journal of Experimental Psychology, Vol. 13 No. 1, pp. 28–45.
103.Reichheld, F. F. & Schefter, P. (2000), “E-Loyalty,” Harvard Business Review, July-August, Vol. 78 No. 4, pp. 105-113.
104.Reichheld, F. F. (1993), “Loyalty based management,” Harvard Business Review, Vol. 71 (March-April), pp. 64–73.
105.Rheingold, H. (2002), Smart mobs: The next social revolution, Cambridge: Perseus.
106.Rothaermela, F.T. and Sugiyama, S. (2001), “Virtual internet communities and commercial success: individual and community-level theory in the atypical case of www.TimeZone.com”, Journal of Management, Vol. 27 No. 3, pp. 297-312.
107.Rowley, J. (1996), “Retailing and shopping on the Internet”, International Journal of Retail & Distribution Management, Vol. 24 No. 3, pp. 26-37.
108.Rutkowski, A. M. (2001), Internet trends. Oak Hill (VA): Center for Next Generation Internet. Available at: http://www.ngi.org/trends.htm.
109.Sambandam, R. & Lord, K. A. (1995), "Switching Behavior in Automobile Markets: A Consideration-Sets Model," Journal of the Academy of Marketing Science, Vol. 23 No. 1, pp. 57-65.
110.Schmitt, B. H. (1999), “Experiential Marketing,” Journal of Marketing Management, Vol. 15, pp. 53-67.
111.Schultz, D. (2000), “Customer/Brand Loyalty in an Interactive Marketplace,” Journal of Advertising Research, Vol. 40 No. 3, pp. 41-53.
112.Segars, A. and Grover, V. (1993),” Re-examining perceived ease of use and usefulness: a Confirmatory Factor Analysis,” MIS Quarterly, Vol. 17 No. 4, pp. 517-525.
113.Shapiro, C. and Varian, R. H. (1999), Information rules: A strategic guide to the network economy, Boston: Harvard Business School Press.
114.Smith, E. R. (2000), E-Loyalty, New York: Harper Collins.
115.Spears, N. and Singh, S. N. (2004), “Measuring attitude toward the brand and purchase intentions,” Journal of Current Issues and Research in Advertisement, Vol. 26 No.2, pp. 53-66.
116.Srinivasana, S. S., Andersona, R., and Ponnavolub K. (2002), “Customer loyalty in e-commerce: an exploration of its antecedents and consequences,” Journal of Retailing, Vol. 78 No. 1, pp. 41-50.
117.Steuer, J. (1992), “Defining Virtual Reality: Dimensions Determining Telepresence,” Journal of Communications, Vol. 42 No. 4, pp. 73–93.
118.Sutton, S. R. and Hallett, R. (1989), “Understanding seat-belt intentions and behavior: a decision-making approach,” Journal of Applied Social Psychology, Vol. 19, pp. 1310–1325.
119.Thorbjørnsen, H., Supphellen, M., Nysveen, H. & Pedersen, P. E. (2002), “Building brand relationships online: A comparison of two applications,” Journal of Interactive Marketing, Vol. 16 No. 3, pp. 17–34.
120.Trevino, L. K., and Webster, J. (1992), “Flow in computer-mediated communication,” Communication Research, Vol. 19 No. 2, pp. 539– 573.
121.US Department of Commerce (2002), United States Department of Commerce News US Census Bureau, May 30, 2002, www.census.gov/estats.
122.Vaughan, M. W. (1997), “Marketing strategies for Online entertainment: A snapshot of computer game networks,” Proceeding of the 1997 Americas Conference on Association for Information System, http://hsb.baylor.edu/ramsower/ais.ac.97/papers/vaughan.htm.
123.Weber, K., and Roehl, W. S. (1999), “Profiling people searching for and purchasing travel products on the World Wide Web,” Journal of Travel Research, Vol. 37 No. 3(February), pp. 291–298.
124.Wilcox, S. K. (1999), Guide to 3D Avatars, New York: Wiley Computer Publishing.
125.Wolf, M. J. (1999), The Entertainment Economy — How Mega-Media Forces Are Transforming Our Lives, New York: Random House.
126.Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996), “The behavioral consequences of service quality,” Journal of Marketing, Vol. 60 (April), pp. 31–46.