Abstract
This study explores the convergence of consumer facing design principles in computer mediated communication (CMC) as compared to face-to-face (FtF) relational marketing designs. Specifically, the usefulness of CMC design during the aftereffects of a health pandemic in the United States. Attention is directed to the limited amount of prior research and the need for newly generated quantitative scholarship. Hypotheses were developed after a review of existing literature, and identification of research gaps. The foremost research focus of this study was on demographical variable intrusion in consumer design practices. Results indicated significance among demographic variables, with one hypothesis showing significance among levels of self-reported consumer innovativeness and attraction to CMC design. Limitations and implications for the results and timeliness of the study are discussed before a conclusion is offered.
Presenters
Isaiah DeMarcoAssistant Professor, Communication Studies, Taylor University, Indiana, United States
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2025 Special Focus—Thinking, Learning, Doing: Plural Ways of Design
KEYWORDS
Consumer Design, Computer-Mediated-Communication, Consumer Preference, Face-To-Face, Pandemic, Quantitative, Consumer Behavior
