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User-Centered Design and Marketing: Online Customer Value
Abstract
The purpose of this chapter is to help Web marketers better understand the basis for the development of more customer-focused, value-enhanced Web sites. To help address this issue, this chapter integrates theory and research from user-centered design with theory and research from marketing on value and goal-directed behavior to develop and support a model of online customer value. The model based on means-end theory provides a theoretical explanation for linking Web site features and functions to perceptions of value by consumers.
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