Avances en marketing electronico

TLFeBOOK

Advances in Electronic Marketing
Irvine Clarke III James Madison University, USA Theresa B. Flaherty James Madison University, USA

IDEA GROUP PUBLISHING
Hershey • London • Melbourne • Singapore

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Renée Davies Kristin Roth Amanda Appicello Jennifer Neidig April Schmidt Marko Primorac Lisa Tosheff Integrated Book Technology

Published in the United States of America by Idea Group Publishing (an imprint of Idea Group Inc.) 701 E. Chocolate Avenue, Suite 200 Hershey PA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: cust@idea-group.com Web site: http://www.idea-group.com and inthe United Kingdom by Idea Group Publishing (an imprint of Idea Group Inc.) 3 Henrietta Street Covent Garden London WC2E 8LU Tel: 44 20 7240 0856 Fax: 44 20 7379 3313 Web site: http://www.eurospan.co.uk Copyright © 2005 by Idea Group Inc. All rights reserved. No part of this book may be reproduced in any form or by any means, electronic or mechanical, including photocopying, without writtenpermission from the publisher. Product or company names used in this book are for identification purposes only. Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI of the trademark or registered trademark. Library of Congress Cataloging-in-Publication Data Advances in electronic marketing / Irvine Clarke, III and Theresa Flaherty, editors. p. cm. Summary:"This book addresses Internet marketing and the World Wide Web, and other electronic marketing tools such as geographic information systems, database marketing, and mobile advertising"--Provided by publisher. Includes bibliographical references and index. ISBN 1-59140-321-9 (h/c) -- ISBN 1-59140-322-7 (s/c) -- ISBN 1-59140-323-5 (ebook) 1. Internet marketing. 2. Internet advertising. 3. World WideWeb. I. Title: Electronic marketing. II. Clarke, Irvine, 1961- III. Flaherty, Theresa, 1968HF5415.1265.A38 2005 658.8'72--dc22 2004029847 British Cataloguing in Publication Data A Cataloguing in Publication record for this book is available from the British Library. All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the authors,but not necessarily of the publisher.

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Advances in Electronic Marketing
Table of Contents

Preface ................................................................................................. vii Acknowledgments ................................................................................ xv Section I: Buyer Behavior of OnlineConsumers Chapter I Attracting and Retaining Online Buyers: Comparing B2B and B2C Customers .............................................................................................. 1 Eileen Bridges, Kent State University, USA Ronald E. Goldsmith, Florida State University, USA Charles F. Hofacker, Florida State University, USA Chapter II Unlocking E-Customer Loyalty........................................................... 28 Alvin Y.C. Yeo, University of Western Australia, Australia Michael K.M. Chiam, University of Western Australia, Australia Chapter III Drivers and Barriers to Online Shopping: The Interaction of Product, Consumer, and Retailer Factors .......................................... 45 Francesca Dall’Olmo Riley, Kingston University, UK Daniele Scarpi, Universitá diBologna, Italy Angelo Manaresi, Universitá di Bologna, Italy

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ChapterIV eCRM: Understanding Internet Confidence and the Implications for Customer Relationship Management ........................................... 67 Terry Daugherty, University of Texas at Austin, USA Matthew Eastin, Ohio State University, USA Harsha Gangadharbatla,...