A theoretical framework for the online consumer response process

Hanekom, Janette

dc.contributor.advisor	Barker, R. (Prof.)	en
dc.contributor.advisor	Angelopulo, G. C. (George Charles), 1956-	en
dc.contributor.author	Hanekom, Janette	en
dc.date.accessioned	2009-08-25T10:56:16Z
dc.date.available	2009-08-25T10:56:16Z
dc.date.issued	2009-08-25T10:56:16Z
dc.date.submitted	2006-11-30	en
dc.identifier.citation	Hanekom, Janette (2009) A theoretical framework for the online consumer response process, University of South Africa, Pretoria, <http://hdl.handle.net/10500/1749>	en
dc.identifier.uri	http://hdl.handle.net/10500/1749
dc.description.abstract	Whether utilising online or offline communication media, the consumer progresses through specific response phases when being exposed to communication messages that have the intent of moving the consumer to buy a product, use a service or proceed to specific action. The focus of this study is on the online consumer response process. The study firstly commenced with a discussion on the concept of web-based commercial communication (WBCC). The unique characteristics and needs of the online consumer were secondly discussed. Thirdly, the theoretical discussion focussed on, analysed and critically examined advertising response models. Fourthly followed a theoretical discussion on the general theory of consumer response. Theoretical criteria for web-based commercial communication and the consumer response process were fifthly developed. Lastly, the primary research objective of this study was addressed by developing a theoretical framework for the online consumer response process.	en
dc.format.extent	1 online resource (xiii, 251 leaves)
dc.language.iso	en	en
dc.subject.ddc	658.8343
dc.subject.lcsh	Consumer behavior
dc.subject.lcsh	Internet marketing
dc.subject.lcsh	Internet advertising
dc.subject.lcsh	Electronic commerce
dc.title	A theoretical framework for the online consumer response process	en
dc.type	Dissertation	en
dc.description.department	Communication	en
dc.description.degree	MA (Communication)	en