超媒体计算机媒介环境中的市场营销:概念基础

IF 11.5 1区管理学 Q1 BUSINESS

Journal of Marketing Pub Date : 1996-07-01 DOI:10.1177/002224299606000304

D. Hoffman, T. Novak

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引用次数: 5765

摘要

作者论述了营销在超媒体计算机媒介环境(CMEs)中的作用。他们的方法认为超媒体cme是大规模的(即国家或全球的)网络环境，其中因特网上的万维网是第一个也是当前的全球实现。他们向营销人员介绍了这一革命性的新媒介，提出了一个包含流概念的CME消费者导航行为的结构模型，并研究了一系列研究问题和由此产生的营销含义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model.

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来源期刊

Journal of Marketing BUSINESS-

CiteScore

24.10

自引率

5.40%

发文量

期刊介绍： Founded in 1936,the Journal of Marketing (JM) serves as a premier outlet for substantive research in marketing. JM is dedicated to developing and disseminating knowledge about real-world marketing questions, catering to scholars, educators, managers, policy makers, consumers, and other global societal stakeholders. Over the years,JM has played a crucial role in shaping the content and boundaries of the marketing discipline.