Dr. Wolfinbarger's research in the area of services quality led her to realize that conceptualizations of quality needed to be enlarged and extended before they could be successfully applied to the e-commerce environment. As well, she writes on the impact of technology and e-commerce on the classroom and on the business school curriculum. Wolfinbarger and Gilly have also collaborated on research on the topic of internal marketing, conducting studies at several Fortune 500 companies. She has published articles in Journal of Marketing , Psychology and Marketing , Journal of the Academy of Marketing Science , Journal of Business Research and the Journal of Health Care Marketing . Following is a list of articles recently or soon to be published which Dr. Wolfinbarger has co-authored.
Consumers shop online for goal-oriented and experiential reasons.
However, goal-oriented motives are more common among online shoppers than are experiential motives. While consumers are more likely to describe offline shopping in experiential terms, we find evidence of experiential motivations for online shopping emerging. We offer managerial implications for cultivating online buyers. We suggest that faculty adoption patterns move through three identifiable stages. In Stage 1, technology serves a support function which improves efficiency, but does not significantly impact teaching.