Learning objectives: Using examples,

• Contrast flow; uses and gratification; and hedonic consumption (122-3, Hypermedia)
• Illustrate levels of communication and interactivity via the Internet (Hypermedia)
• Contrast the necessary and behavioural Internet (107-30)
• Describe three capabilities that underlie individualisation (130-8)
• Describe communication models (Hypermedia)
• Illustrate predictors of online buying (Predictors)
• Contrast searching and surfing (Hypermedia)
• Illustrate culture's role in Internet use (Culture)
• Identify "Words and expressions commonly misused" and "Approaches to style" (EOS)

Readings:

• Hanson: 4
• Strunk & White, 4 and 5 (not online).
• (1996) "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations," Journal of Marketing, 60 (July), 50-68.
• (1999) "Predictors of Online Buying Behavior," Communications of the ACM, 42 (12), 32-8.
• (2003) "Cultural Dimensions of Website Design and Content," Prometheus, 21(1), 75-84.

• What drives your online navigational behaviour?
• What communication models do you use online?
• What could influence online navigation and why?
• What encourages and discourages online shopping?
• How could culture influence Internet use?

• (19 Feb 2008) Shoppers offline purchases are driven by online research, Bizreport
• (5 Feb 2001) A trick to snoop on e-mail, NY Times
• (1999) "Surfers and Searchers: An Examination of Web-site Visitor's Clicking Behavior," Cornell Hotel and Restaurant Administration Quarterly, 40 (April) 2, 84-95.
• (1998) "World Wide Web Banner Advertisement Copy Testing," European Journal of Marketing, 32 (7/8), 703-712.

• The Digital Divide Network: International Issues
• Global Internet statistics
• RFID Journal
• PEW Internet Project - Info and statistics