The Rossiter and Percy model (1985, 1987) has been widely used as a conceptual framework in research on advertising communication, while its application in the context of purchase decision is very limited. This Thesis proposes the validation of the model to explain online sales of multiple product categories according to the communication characteristics used in e-commerce. The Thesis also propose studying how the characteristics of the e-commerce atmosphere and the level of consumer familiarity can affect the purchase decision through the dimensions of the model.... [Leer más...]