ABSTRACT SBR-9422780 Hoffman, Donna Vanderbilt U This Research Planning Grant (RPG) addresses the problem of marketing in computer-mediated environments (CMEs). The research models CMEs as large-scale (e.g. national or global) networked hypermedia environments, of which the Internet is the first and current global implementation. The central thesis is that a CME is fundamentally different, in nature, scope, and characteristics from other media. Traditional media include both mass media (e.g. television, radio, newspaper, magazines and direct mail), as well as personal communications (e.g., word-of-mouth). Numerous characteristics differentiate CMSs from traditional media. This research will investigate both decision-making characteristics which affect consumer behavior in a computer- mediated environment, and media characteristics which are intrinsic to this environment and have implications for marketing and communications strategy. The goals of this planning stage are: 1) a comprehensive literature review encompassing all disciplines relevant to CMEs, including marketing, behavioral decision theory, consumer behavior, advertising, communication, psychology, computer-mediated communication, and computer science; 2) a proposed integrated theoretical framework for marketing in a computer- mediated environment; and 3) a consequent set of testable propositions that flow from the framework which will form the foundation for a longer term research program on CMEs and marketing theory.
