Web Psychology Your Roadmap to Online Success m
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Transcript of Web Psychology Your Roadmap to Online Success m
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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
__________ __________ your roadmap to
WEB PSYCHOLOGY
ONLINE SUCCESS
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3 SECRETS TO ONLINE SUCCESS
2 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
3 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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LET’S PLAY A GAME
4 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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5 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
The thing is, this isn’t just any game.
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6 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
And the map?
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7 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
WEB PSYCHOLOGY
Your roadmap to online success
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WEB PSYCHOLOGY
The empirical study of how online environments influence our attitudes and behaviours
- Nathalie Nahai
8
“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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WEB PSYCHOLOGY
9 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
human-computer interaction
neuroaesthetics user experience social psychology
cognitive psychology
neuroscience
cross-cultural psychology
behavioural economics
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IT’S ABOUT
10
CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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11
BUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromising
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
GLOBAL INTERNET PENETRATION RATES
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2SELL WITHINTEGRITY
KNOW WHO YOU’RETARGETING
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12 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
BUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromising
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
GLOBAL INTERNET PENETRATION RATES
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2
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DECISION-MAKING AN EXPERIMENT
13 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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14 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
ECONOMIST
ONLINE $59 PRINT $125 ONLINE + PRINT $125
Which would you choose?
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15 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
ECONOMIST
ONLINE $59
ONLINE + PRINT $125
What about now?
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16 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
ECONOMIST
$59 ONLINE 68% $125 ONLINE + PRINT 32%
Results - when given 2 options:
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17 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
ECONOMIST
$59 ONLINE 16% $125 PRINT $125 ONLINE + PRINT 84%
Results - when given 3 options:
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DECISION-MAKING ONLINE
18 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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19 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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20 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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21 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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22 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
When faced with graded options we go for the middle one – in value and location - Online options - Wine experiment - Grocery stores
CHOICE
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23
BUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromising
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
GLOBAL INTERNET PENETRATION RATES
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2COMMUNICATEPERSUASIVELY
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24 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
IMAGES VIDEOS
Tap into emotionTell storiesNostalgia is persuasiveNeurologically optimise your videosEmbed commandsStop an image to attract attention
Beauty is universalUse faces to engage with visitors and direct their gazeMystery is alluringOur brains enjoy visual metaphorsUse exaggerated images
attract communicate
WEBSITE
Have a clear purposeTarget your audienceand meet their needsCreate a communityUpdate your contentClear calls to actionSimplicity rulesAttention is a resource
target and test
SOCIAL MEDIA
Have a clear identityTarget the right peopleUse social validation,reciprocity and social proof in your campaignsBecome valuable Own up to mistakesConverse and convert
engage
COMMUNICATION p109 p109 NEURAL COUPLING
MEDIA p80 p80 YOUR WEBSITE
When you talk The mind meld
identical patternsof neurological activitymerging as one
are trying to be coupled
PEOPLE2 engaged in a story - both brains fire in
MIND1 the brains of communicator
and listener
FlashyInteractiveAnimated
ColoursFewer levelsUncluttered
attractiveness and usability?versus
Did you know...in individualist countries women and men differ
in their perception of a website’s
AESTHETIC DYNAMICculture-specificattractivevisually appropriate
harmoniousand elegant
universalattention-grabbing
colourfulfun to use and interactive
Your website’s appealcan be measured in two ways:
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ATTENTION OPTIMISATION CASE STUDY
25 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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26 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
How users will look at your website within the first few seconds of their visit Computational neuroscientific model of human attention >90% predictive accuracy vs. empirical studies
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27 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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28 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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29 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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THE RESULT
52% conversion uplift
30 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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GENDER DIVIDE AESTHETICS & USABILITY
31 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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32 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
Men and women have distinctly different neural responses to artistic and natural stimuli Individualistic cultures express bigger gender differences
GENDER DIVIDE
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33 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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34 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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WEBSITES
Flashy, interactive and animated Goal-oriented, gamified
Many sub-levels
35 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
Attracted to a website’s colours Clean, un-cluttered Prefer fewer sub-page levels to trawl through
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RISK, TRUST & PRIVACY
Less concerned about privacy
Happier parting with sensitive personal info
36 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
More skeptical of online info
Perceive online purchasing as riskier than males
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37
BUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromising
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
GLOBAL INTERNET PENETRATION RATES
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA
*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2SELL WITHINTEGRITY
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38 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
RECIPROCITY
An obligation to givean obligation to receivean obligation to repay
Start the exchange:- be proactive- give something away- make concessions
give and take
CONSISTENCY
We act in a way that is consistent with our values and identity
Get a commitment:- identify clients’ traits- activate self-concept- make your request
commitment
LIKING AUTHORITY
We are rewarded for behaving in accordance with authority figures
Make this work for you:- show you’re the expert- back up with evidence- be inspiring
We prefer to comply with people whom we actually like
Boost your likeability:- highlight similarities- genuine compliments- be trustworthy
similarities expert appeal
SOCIAL PROOF
We naturally look to other people for cues on how to behave
We conform when:- the group is strong- physically close to us- has many members
herd instinct
SCARCITY
We tend to value that which is in scarce supply
Use it online:- have flash sales- include a countdown- show limited stock
in short supply
6
9
principles of influence
Professor Robert Cialdini’s
and how to use them online
sell more?
We rely on cognitive shortcuts - known as
heuristics - to guide our behaviours and the
decisions we make on a daily basis. Understand
how they work for greater influence online.
......
earned mediaconsumer reviews
no real salespersonprivacy / securitylack of customer service
What stops us buying online?
What information do we trust?NUMB
ER
70%92%
25%30%
15%
Did you know...prices ending in
are called charm prices because they
INFLUENCE: AN INTRODUCTION p158 p164 PRINCIPLES OF ONLINE INFLUENCE
PRICING AND VALUE p205 p225 RISK, TRUST AND PRIVACY
When visitors arrive at your website they will scan for cues on what it’s about, if it’s secure and whether or not they
can trust youSUBC
ONSC
IOUSLY
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SELL WITH INTEGRITY CASE STUDY
39 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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DOMINO’S PIZZA TURNAROUND
40 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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THE RESULT
14.3% Sales increase – first quarter of 2010
The biggest ever jump in sales in the fast-food industry
41 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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BARRIERS TO BUYING ONLINE
42 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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RISK, TRUST & PRIVACY
A lack of trust and face-to-face interaction prevents many people
from purchasing online
- Peter de Vries & Ad Pruyn
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“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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44 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
CONSUMER TRENDS
What stops us buying online?
Lack of customer service
Privacy / security concerns
No real salesperson
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45 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
What information do we trust?
Consumer reviews
Earned media
CONSUMER TRENDS
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RISK, TRUST & PRIVACY
Consumers require greater trust and confidence buying online vs. face to face
The first thing visitors do is subconsciously scan your site for trust cues
New visitors assess trust via your website’s functionality, design & reputation
46 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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KEY TAKEAWAYS
To succeed online, follow the roadmap: 1. Know who you’re targeting 2. Communicate persuasively 3. Sell with integrity
47 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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WANT TO KNOW MORE?
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Contact my agent: [email protected]
The Web Psychologist . com @TheWebPsych
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D. Ariely (2008). Dan Ariely asks, Are we in control of our own decisions? Ted Talks. Ted.com/talks/lang/en/dan_ariely_asks_are_we_in_control_of_our_own_decisions.html P. Rodway, A.Schepman and J. Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre-stage Effect. Applied Cognitive Psychology, 26 (2), 215-222 C. Cela-Conde, F. Ayala, E. Munar, F. Maestú, M. Nadal, M. Capó, et al. (2009). Sex related similarities and differences in the neural correlates of beauty. Proceedings of the National Academy of Sciences of the United States of America,106(10), 3847. S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in Information Systems, 32(1), pp. 18-37. D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6): 565–82. A. Acquisti and R. Gross (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. Lecture Notes in Computer Science, 4258: 36–58. E. Garbarino and M. Strahilevitz (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57: 768–75. D. Gelles and A. Rappeport (2006). Domino’s eats humble pie to boost sales. FT.com, May. ft.com/cms/s/0/f8178fa2-7804-11e0- b90e-00144feabdc0.html#axzz1uwqbr9Ju (accessed 11th April 2012). P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediating role of social trust. Persuasive, LNCS, 4744: 164–75. Y. H. Tan and W. Thoen (2001). Toward a generic model of trust for electronic commerce. International Journal of Electronic Markets, 5 (2): 61–74. E. Andrade, V. Kaltcheva and B. Weitz (2002). Self-disclosure on the Web: The impact of privacy policy, reward and brand reputation. Advances in Consumer Research, 29: 350–3. M. F. Wolfinbarger and M. C. Gilly (2002) .comQ: Dimensionalizing, measuring and predicting quality of the e-tailing experience. MSI Working Paper Series, No. 02-100.
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REFERENCES