The Internet and the Web continue to evolve at a rapid pace. Examples of innovative applications of these technologies in the domain of marketing abound. E-marketing has become standard practice all over the world. This volume offers an exciting set of papers that use different perspectives, theories, and research methodologies to enrich the burgeoning e-marketing literature.

Web sites receive a continuum of visitors in terms of moti­vation. Some care deeply about the topic of the site and others are not so engaged. Swami and Krishna provide us with empirical data on the impact of involvement on online consumer behavior. Their results show that the consumer’s information and entertainment profiles significantly affect utilitarian and he­donic evaluations of involvement. They also find positive and significant relationships between the evaluations of involvement and affect toward the Web site.

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This complexity potentially undermines the managerial usefulness of the construct. For example, given that a consumer experiences flow during a particular session, it is not clear how this knowledge could be used by individual marketers, since the experience may be created as part of the overall session, rather than a particular Web site. A company may take all the trouble to create a compelling Web site for an online consumer, only to have him/her visit a badly designed, slow Web site next, and not experience any of the postulated positive flow consequences. Rather than inducing flow, marketers may find it more productive to optimize the consumer’s experience while he/she is at their Web site” . Accordingly, our analysis begins after the Web user has decided to visit the site. The user may access the site as a result of a predefined search, based on a list of favorite sites, or finds it accidentally. We want to investigate which factors lead the consumer to be involved with one Web site than another.

Customers consider both Web site design quality and service quality of the e-commerce experience when they are evaluating their experi­ences with an e-commerce environment. The usability of the customer–Web site interaction is one of the main Web site design quality factors that influences the customer’s TCE during the purchase and consumption cycle with an e-commerce environment. In this section, we compare the different frameworks in terms of the guidance they provide toward designing and evaluating the customer–Web site interaction.

 

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