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Nikhilesh Dholakia


Publications by Nikhilesh Dholakia (bibliography)

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Bang, Jounghae, Dholakia, Nikhilesh, Hamel, Lutz and Dholakia, Ruby Roy (2004): Data Mining of CRM Knowledge Bases for Effective Market Segmentation: A Conceptual Framework. In: ICEIS 2004 2004. pp. 335-342.

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Dholakia, Ruby R., Zhao, Miao, Dholakia, Nikhilesh and Fortin, David R. (2001): Interactivity and revisits to websites: a theoretical framework. In: Proceeding of 2001 AMA Winter Conference February 12, 2001, Scottsdale, USA. pp. 108-115. http://ritim.cba.uri.edu/wp2001/wpdone3/interactivity.pdf

Interactivity is a key component of the New Media but it is a loosely defined term and implemented in many different ways, depending on the goals of particular websites. After a review of definitions of interactivity, key components of the construct are identified from the perspective of Web site visitors including User Control, Responsiveness, Real time interactions, Connectedness, Personalization/Customization and Playfulness. A theoretical framework is proposed to relate the interactive dimensions to revisits. The framework takes into account the processes that promote revisits as well as different types of Web sites. Four types of websites are considered - shopping, information, entertainment and communication sites.

© All rights reserved Dholakia et al. and/or their publisher

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Mundorf, Norbert, Westin, Stu and Dholakia, Nikhilesh (1993): Effects of Hedonic Components and User's Gender on the Acceptance of Screen-Based Information Services. In Behaviour and Information Technology, 12 (5) pp. 293-303.

To compete successfully with other information media, screen-based information services would have to offer hedonic qualities that appeal to a wide range of users, men as well as women. To study effects of hedonic components of information services, a software simulation of an interactive service was designed. In an experiment, 59 female and 73 male subjects were exposed to this software simulation. Hedonic features (presence or absence of colour, graphics, and music) of the simulated information service were factorially varied to form eight unique treatment configurations. Music and colour were shown to affect level of enjoyment and intention to use the service. The effects varied according to gender: females showed greater intention to use the service than did males. Males showed greater preference for the colour version. These findings provide some basic design guidelines for information service marketers and point to the need for future research-based exploration of this area.

© All rights reserved Mundorf et al. and/or Taylor and Francis

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