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1、EXPERIENTIALDIMENSIONSININTERNETMARKETING:ANEXPLORATORYINVESTIGATIONStewartAdamandRobinN.ShawDeakinUniversityAbstractThispaperexaminesthedimensionsofanexperienceinproductmarketingconceptualisedbyPineIIandGilmore(1998)–customerparticipationandcustomerconnection–byextend
2、ingthestudyofthedimensionstotheonlinecontext.Inonlinemarketing,thebusinessaimistoholdattention,havevisitorsmoredeeplypenetrateaWebsite,purchase,andreturntothesite,amongotherobjectives.Thepaperanalysesandsynthesisesfindingsfromathree-partstudyofInternetuse,theWebQUALAud
3、it,andpresentsthepropositionthatthedimensionssuggestedbyPineIIandGilmoreasattractorstomanyexperientialofferingsinthephysicalworld,maynotbeapplicableintheonlineenvironmentpopulatedbycommercialWebsites.Thepaperalsosuggestsafutureresearchagendatoreconciletherequirementsof
4、usersandtheperspectiveofWebdesignersandothercontributorstocommercialWebsitesasdiscussedintheliteraturereviewpresented.IntroductionSince1993,marketingorganisationshaveturnedtotheInternet(Net)initsgraphicalguise,theWorldWideWeb(Web),toincreaseturnoverfromanenlargedgeogra
5、phicmarketplaceand/ortogainoperationalefficiencies(Hanson,2000).Theseorganisationsrangefromnewbusinessesthatoperateonlyintheelectronicdomainormarketspace(RayportandSvoikla,1994),throughtoestablishedbusinessesseekingtogainincreasedturnoverandprofitabilitybyestablishinga
6、presenceinthenewinteractive,globalmedium.Whetherlargeorsmall,businesseshavesoughttoattractconsumerstopublicWebsites,andbusinesscustomerstosecure,firewall-protectedExtranetsites.Internalmarketshavenotbeenneglected,ascompanieshavesoughtefficienciesininternalcommunication
7、viasecure,firewall-protectedIntranets.BusinessesareexhortedbygovernmentstousetheNetandWebforsuchpatrioticpurposesasincreasinggrossdomesticproduct(GDP),ifnotfortheirownenhancement(NOIE,2000;Henry,CookeandMontes,1997).Thecontinuingissueinthismedium,asitalwayshasbeeninmar
8、ketingpractice,istheneedtoattractpotentialcustomersandconvertthemtoloyalcustomerswhorepeatedlypurchase,andthusaddvalu
