Topic：Product Involvement and Motivation as Moderators of the Interactive Website Effectiveness
Time：2010-9-13（Monday）3:30-5:00p.m.
Location：New Main Building A928
Organizer：School of Economics & Management
Lecturer：Prof. Yorgos Zotos
Education:
Ph.D., Aristotle's University, Thessaloniki, Greece, 1979. Major: Marketing.
M.B.A., University of Minnesota, Minneapolis, U.S.A., 1975 Major: Marketing.
B.A., University of Macedonia, Thessaloniki, Greece, 1971, Major: Business Administration.
Professional Experience:
Professor, Aristotle’s University of Thessaloniki , Greece, 1998- present
Abstract：The purpose of the present study is to examine the product involvement and the motivation as two variables that moderates the effectiveness of the interactive website advertising under the light of the ELM. The effectiveness of interactive website advertising is measured in terms of information process, formulated attitude towards the website, intention to revisit the website and pre-purchase behavior for the advertised product. The ELM has been used in several studies concerning the online advertising effectiveness.
SEM Postgraduate Association
School of Economics & Management
2010-9-8
