This is a group presentation for research class. We discussed how an internal search engine may help an automobile websites and how can we find out.

1. Website Effectiveness & Brand Attitude Group #2 Ron Garza Sizhan Shi ADV 380J

2. Display Ads

3. Search Engine Advertising

4. Viral Video

6. It’s an important medium to build relationship between brands and customers.

10. Microsoft's Usability Guidelines (MUG)

11. IS success model SERVQUAL

12. WebQualOne Thing in Common The evaluation of website attributes should be done from the users’ perspective.

15. What is in Common? The evaluation of website attributes should be done from the users’ perspective. One of the most important factors of website effectiveness is how easy the user can find the information they need.

17. Most websites are e-Commerce sites.

18. Most products are low-involvement.

20. 500 billion dollar industry

23. According to Mintel, among all the standard car buyers , those aged 35-54 make up roughly 50% of purchasers (44%). They are decision makers in households when purchasing cars (Mintel, 2002).

27. Convenient Sampling:

28. Personal Interview: High participation rate, immediate feedback

29. Format: Pre-test Survey, Usability Test, Post-test Survey

32. The importance of usability in the study of online behaviors has been noted in human-computer interaction (HCI) and IS research. HCI researchers have argued that the use of a website is influenced by its usability (e.g., Nielsen 2000)

33. A/B Test Controlling Search Engine With Search Engine Without Search Engine

36. Determine if information was easy to find for the users

37. Determine brand attitude & Website attitude

38. Sample questions:I feel that is easy to find information on the web site. Strong Disagree 1 2 3 4 5 6 7 Strongly Agree 2. I think the site is attractive 1 2 3 4 5 6 7 I think the site is likeable 1 2 3 4 5 6 7 What do you think about Honda compared to other brands in the same product category? Worst 1 2 3 4 5 6 7 Best

40. A negative web experience will decrease brand attitude.

41. The group with a search engine feature will have a higher brand attitude.

46. Wall Street Journal (2009). http://online.wsj.com/mdc/public/page/2_3022-autosales.html. Retrieved August 13, 2009, from Auto Sales Web site: http://online.wsj.com/mdc/public/page/2_3022-autosales.html

47. (2009). Advertising Tactics/Media Trusted* by Internet Users Worldwide, April 2009 (% of respondents). emarketer.com, Retrieved 08/13/09, from http://totalaccess.emarketer.com/Chart.aspx?R=86458&Ntt=Advertising+Tactics%2fMedia+Trusted*+by+Internet+Users+Worldwide&No=-1&xsrc=chart_head_sitesearchx&N=0&Ntk=basic

49. Constantinides, E. (2004). Influencing the online consumer’s behavior: the Web experience. Internet Research , 111.

50. Dahlen, M., Alexandra, R., & Rosenburg, S. (2003). Love at First Site? A Study of Website Advertising Effectiveness. Journal of Advertising Research , 25.

51. Hallahan, K. (2001). Improving public relations web sites through usability research. Public Relations Review , 223.

52. Song, J. H., & Zinkhan, G. M. (2003). FEATURES OF WEB SITE DESIGN, PERCEPTIONS OF WEB SITE QUALITY, AND PATRONAGE BEHAVIOR . ACME , 106.

53. Venkatesh, V., & Agarwal, R. (2006). Turning Visitors into Customers: A Usability-Centric Perspective on Purchase Behavior in Electronic Channels. Management xience 307.