While academic research has begun to probe Internet users' underlying beliefs, attitudes, and purchase intent toward Internet advertising, there has been no attempt to develop an underlying theory comparing male versus female users' Internet versus print advertising content information...

This dissertation integrates knowledge from consumer behavior, diffusion research, strategy and MIS to investigate the effects of information cues such as price, brand equity, and technology on buyers' service evaluations and behavioral intentions. Specifically, the effects of these information...