search query: @author Eighmey, J. / total: 2
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| Author: | Eighmey, J. |
| Title: | Profiling user responses to commercial Web sites |
| Journal: | Journal of Advertising Research
1997 : MAY-JUN, VOL. 37:3, p. 59-66 |
| Index terms: | INTERNET PERCEPTION CONSUMER RESEARCH COMPANIES PRODUCTS |
| Language: | eng |
| Abstract: | The pilot study and the field application show that the uses and gratifications perspective form mass communication research has usefulness in the context of the Web. This functional perspective is employed to examine audience reactions to new telecommunications media beginning with radio. Another important connection to the body of research concerning audience and user reactions to telecommunications media, is the connection between the uses and gratifications perspective and the viewer reward studies of television commercials. The findings support the overall conclusions of the pilot study and add important details to the knowlede of user perceptions of the functionality of commercial web sites. |
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