This research examines how differences in consumer traits of self-efficacy and need for service employee interaction impacts perceived fit between core service brand and its e-service extension and adoption by current and prospective customers. Category usage level moderates the impact of...

This research examines the extent of pre-purchase comparison search activity, in terms of comparison search duration and dispersion (number of alternative vendors examined) and its impact on purchase propensity for flight, car rental and hotel reservations. Clickstream data and transactions from...

Managers of new brands seek to leverage positive WOM and establish a critical mass of consumers who interact with their brands at social-network sites (SNS). Effective selection of "seeds" or influencers at SNS who will recommend the product and leverage the power of their social networks to...

Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in measuring performance of Web ads are concentrated on adapting measures used in traditional media to the online medium (Novak and Hoffman 1996). However...