The World Wide Web is revolutionizing the way companies conduct business. This research explores the use of a companyís web site as an advertising tool. In particular, we are studying the extent to which streaming technology can be used to satisfy the expectations of potential consumers who come to the web site either to browse or to gain information about an automobile dealership. The subjects are 53 potential dealership customers and 65 MBAs. Using a combination of focus groups and questionnaire surveys in a laboratory setting, we tested a variation of uses and gratifications theory to understand the impact of using streaming technology on a companyís homepage as an advertising tool. While the research is incomplete for this proposal, the data are all collected and are being analyzed. The expected date of project completion of the first manuscript is November, 2001.
Available at: http://works.bepress.com/sue_conger/2/