Using Log-Linear Models to Analyze the Use of Hedonic Information Technologies on Corporate Websites
The Internet allows combining various multimedia applications in order to create a holistic online experience. Companies integrate utilitarian and hedonic elements in their Websites in order to improve their overall effectiveness and efficiency. In this exploratory research paper we present the results of a longitudinal study, in which we analyze the use of four different hedonic information technologies (wallpapers/screensavers, e-cards, sweepstakes, online games) on corporate websites. We differentiate between sites which offer high and low involvement products. We use log-linear models to visualize our results and to show which combinations of hedonic instruments are most popular over time. Our results show that in general companies have reduced the application of hedonic instruments over time while simultaneously specific combinations of instruments have become quite popular.
Treiblmaier, Horst and Pinterits, Andreas, "Using Log-Linear Models to Analyze the Use of Hedonic Information Technologies on Corporate Websites" (2010). AMCIS 2010 Proceedings. 4.