Tesis doctoral de J. Antonio Hyder
In this research we suggest a web site engagement scale which serves as the foundation of a research model with two parts. In the first part we studied the influence of the online comparative behaviour of consumers utilising data obtained from respondents who selected a travel package to the seychelles islands on an online travel agency capable of remotely tracing and registering their intra-web page and intra-web site comparative behavior. In the second part of the model we analysed the influence of the web site engagement construct on consequences highly relevant for online marketing managers. The results confirm that web site engagement is a construct with five dimensions: positive affect, focused attention, challenge, curiosity and involvement. Likewise we have confirmed that engaging users on web sites is highly relevant for online businesses. The methodology is based on partial least square path modelling (plspm).
Datos académicos de la tesis doctoral «Proposal of a web site engagement scale and research model. analysis of the influence of intra web site comparative behaviour«
- Título de la tesis: Proposal of a web site engagement scale and research model. analysis of the influence of intra web site comparative behaviour
- Autor: J. Antonio Hyder
- Universidad: Universitat de valéncia (estudi general)
- Fecha de lectura de la tesis: 25/02/2011
Dirección y tribunal
- Director de la tesis
- Enrique Bigne Alcañiz
- Tribunal
- Presidente del tribunal: teodoro Luque Martinez
- shintaro Okazaki (vocal)
- scott Mccabe (vocal)
- Francisco José Mas ruiz (vocal)