Sloan Center for Internet Retailing - University of California, Riverside

The Sloan Center for Internet Retailing, located at the University of California, Riverside, is the world's leading university research center dedicated to improving the effectiveness of online retailing.

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Below are the most recent posts of the Sloan Center blog. We invite you to browse.

Hoffman, Donna L. and Thomas P. Novak, "When Exposure-Based Web Advertising Stops Making Sense (And What CDNow did About it)," (January 2000).

This is a longer working paper version that appears in print as:  Hoffman, D.L. and T.P. Novak (2000), "How to Acquire Customerso n the Web," May/June, Harvard Business Review, 179-188.

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Hoffman, Donna L, Thomas P. Novak, and Pradeep Parameswaran, "Software Filters and Content Ratings Survey: Demographic Differences," (January 2000).

This paper presents detailed tabulations of demogrpahic differences from a survey of 1327 responses to the “Software Filters and Content Ratings Survey” fielded with the 10th GVU WWW User Survey in Fall 1998. Respondents were eliminated based on geography and age. Since more than 90% of the total sample consisted of people from North America – USA, Canada and Mexico, it was decided to do the analysis on this set only. Respondents below the age of 21 were also filtered out. After further filtering to clean the data, the final data set on which this analysis was conducted had 1066 cases.  Download pdf.

Hoffman, Donna L. and Thomas P. Novak, "Advertising Pricing Models for the Web," (January 2000).

Abstract. This chapter examines current practice for advertising pricing models on the Web and proposes models based on constructs that are arguably more suited to the Web environment. The policy considerations that are likely to affect the development of Web advertising standards are then addressed. Finally, the chapter concludes with some thoughts on the best means to develop optimal Web advertising pricing models.  Download pdf.

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). 

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Hoffman, Donna L., Thomas P. Novak, and Marcos A. Peralta, "Building Consumer Trust in Online Environments: The Case for Information Privacy," (December 1998).

This paper appears in print as:  Hoffman, Donna L., Thomas P. Novak, and Marcos A. Peralta, "Building Consumer Trust Online," Communications of the ACM, Volume 42, Number 4, April, 80-85.

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Hoffman, Donna L. and Thomas P. Novak, "Bridging the Digital Divide: The Impact of Race on Computer Access and Internet Use," (February 1998).

This paper appears in print as:  Hoffman, Donna L. and Thomas P. Novak (1998), "Bridging the Racial Divide on the Internet," SCIENCE, 280 (April 17), 390-391.

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Hoffman, Donna L., Thomas P. Novak, and Marcos A. Peralta, "Information Privacy in the Marketspace: Implications for the Commercial Uses of Anonymity on the Web," (November 1997)

This paper appears in print as:  Hoffman, D.L., T.P. Novak, and M.A. Peralta (1999), "Information Privacy in the Marketspace: Implications for the Commercial Uses of Anonymity on the Web," The Information Society, Volume 15, Number 2, April-June, 129-140.

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Hoffman, Donna L., Thomas P. Novak, and Alladi Venkatesh, "Diversity on the Internet: The Relationship of Race to Access and Usage," (October 1997).

This paper appears in print as: Novak, T.P., D.L. Hoffman, and A. Venkatesh (1998), "Diversity on the Internet: The Relationship of Race to Access and Usage," In Investing in Diversity: Advancing Opportunities for Minorities and the Media, Amy Garmer, Ed. Washington, D.C. The Aspen Institute.

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