Internet Marketing and Consumers Online: Identification of Website Attributes Catering to Specific Consumer Intents in a Digital Paradigm

Neha Jain, Vandana Ahuja and Y. Medury
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Neha Jain: Jaypee Institute of Information Technology, India
Vandana Ahuja: Jaypee Institute of Information Technology, India
Y. Medury: Jaypee Education System, India

International Journal of Online Marketing (IJOM), 2012, vol. 2, issue 3, 70-82

Abstract: The internet plays two important roles in marketing-influencing consumer behavior and harnessing consumer intelligence. While its vital for organizations to evaluate consumer intentions and provide consumers the necessary information they are looking for, equally important is the need for collecting consumer data by studying the consumer behavioral patterns on the internet and subsequently nurturing long term relationships with consumers. This study aims at identifying the dimensions of website attributes that represent intentions of consumers for visiting product and brand websites and examines the relationship between various website attributes, with respect to the function performed by the attribute. The methods on how the results were obtained and used will be explored further in this article. This research will be further used for analyzing website attributes with respect to Web Traffic, Website Reputation, Alexa Reach & Readability.

Date: 2012
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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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