Hoffman, Donna L. and Thomas P. Novak, "The Growing Digital Divide:  Implications for an Open Research Agenda," (November 1999).

Paper prepared for publication in the book to accompany the public conference, "Understanding the Digital Economy:  Data, Tools and Research,"  May 25-26, 1999.  Download pdf.  

Novak, Thomas P.,  Donna L. Hoffman, and Yiu-Fai Yung, "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," (October 1999).

Abstract.  Intuition and previous research suggest that creating a compelling online environment for Web consumers will have numerous positive consequences for commercial Web providers. Online executives note that creating a compelling online experience for cyber customers is critical to creating competitive advantage on the Internet. Yet, very little is known about the factors that make using the Web a compelling experience for its users, and of the key consumer behavior outcomes of this compelling experience.

In a quantitative modeling framework, we develop a structural model that embodies the components of what makes for a compelling online experience. We use data collected from a large sample Web-based consumer survey to measure these constructs, and fit a series of structural equation models that test related prior theory.

Our formulation provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework. Further, our model constructs relate in significant ways to key consumer behavior variables, including online shopping and Web use applications such as the extent to which consumers search for product information and participate in chat rooms. As such, our model may be useful both theoretically and in practice as marketers strive to decipher the secrets of commercial success in interactive online environment.  Download pdf.

This paper appears in print as: Novak, T.P., D.L. Hoffman, and Y.F. Yung (2000), "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, Winter, 19(1), 22-44.

See also:

The April 1999 working paaper includes additional structural models and analyses not included in the final version.

The May 1998 working paper is based upon an earlier data set.  The conceptual model used is somewhat different than subsequent versions of the paper.

The December 1997 initial detailed abstract for the paper.

Hoffman, Donna L. and Thomas P. Novak, "The Evolution of the Digital Divide: Examining the Relationship of Race to Internet Access and Usage Over Time," (May 1999).

This paper appears in print as:  Hoffman, Donna L., Thomas P. Novak, and Ann Schlosser, "The Evolution of the Digital Divide: How Gaps in Internet Access May Impact Electroic Commerce," Journal of Computer-Mediated Communication, 5(3). 

Download pdf.