search query: @indexterm Media research / total: 210
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| Author: | Coyle, J. R. Thorson, E. |
| Title: | The effects of progressive levels of interactivity and vividness in web marketing sites |
| Journal: | Journal of Business Ethics
2001 : FALL, VOL. 30:3, p. 65-77 |
| Index terms: | Marketing research Advertising research Media research Internet Electronic commerce Telecommunication |
| Freeterms: | e-commerce WWW |
| Language: | eng |
| Abstract: | The authors examine interactivity and vividness in commercial web sites. Participant explored four web sites. Increases in interactivity and vividness were associated with increased feelings of telepresence. Increases in vividness were associated with more positive and more enduring attitudes toward the web site. Implications for new media researchers and practitioners are discussed. |
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