Purpose–The purpose of this paper is to examine whether Pine and Gilmore's four
experience realms (4Es) are affected by web site features; the 4Es affect consumer …

With web advertising growing to be a huge industry, it is important to understand the
effectiveness of web advertisement. In this study we investigate the effects of web …

This chapter presents the basic cognitive and perceptual attentional mechanisms that affect
how users view web pages and the methods used to measure this attention. It describes the …

As with all forms of advertising, exposure is a necessary prerequisite for Internet banner ad
effectiveness. However, exposure does not guarantee a user's attention, an issue especially …

This chapter explains new research techniques which can help marketers to understand
how customers allocate their attention in a complex, competitive environment and to assess …

As e-commerce approaches 17% of total retail sales companies are looking for opportunities
to increase customer purchase conversion. In a competitive marketplace it becomes …

Purpose–The purpose of this paper is to identify the web experience elements that aid the
interaction between the consumer and fashion garments online. Two elements have been …

The baby boom generation, born from 1946 to 1964, and Generation Y, born from 1977 to
1990, form two important groups of online users in terms of numbers and economic impact …

Purpose–The purpose of this paper is to empirically identify categories of online shopping
experiences and web site functions facilitating these experiences, and to test the effect of …

Purpose This paper examines in detail how the use of storytelling with parallax technology
can influence the user experience (UX) in online shops as well as brand-and behavior …