《EXPERIENTIAL DIMENSIONS IN INTERNET MARKETING AN EXPLORATORY》.pdf

EXPERIENTIAL DIMENSIONS IN INTERNET MARKETING: AN EXPLORATORY INVESTIGATION Stewart Adam and Robin N. Shaw Deakin University Abstract This paper examines the dimensions of an experience in product marketing conceptualised by Pine II and Gilmore (1998) – customer participation and customer connection – by extending the study of the dimensions to the online context. In online marketing, the business aim is to hold attention, have visitors more deeply penetrate a Website, purchase, and return to the site, among other objectives. The paper analyses and synthesises findings from a three-part study of Internet use, the WebQUAL Audit, and presents the proposition that the dimensions suggested by Pine II and Gilmore as attractors to many experiential offerings in the physical world, may not be applicable in the online environment populated by commercial Websites. The paper also suggests a future research agenda to reconcile the requirements of users and the perspective of Web designers and other contributors to commercial Websites as discussed in the literature review presented. Introduction Since 1993, marketing organisations have turned to the Internet (Net) in its graphical guise, the World Wide Web (Web), to increase turnover from an enlarged geographic marketplace and/or to gain operational efficiencies (Hanson, 2000). These organisations range from new businesses that operate only in the electronic domain or marketspace (Rayport and Svoikla, 1994), through to established businesses seeking to gain increased turnover and profitability by establishing a presence in the new in