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Author: | Stanaland, A.J.S. Tan, J. |
Title: | The impact of surfer/seeker mode on the effectiveness of website characteristics |
Journal: | International Journal of Advertising
2010 : VOL. 29:4 p. 569-595 |
Index terms: | interaction internet control Singapore |
Freeterms: | web pages |
Language: | eng |
Abstract: | The article investigates how visual complexity and source of interactivity control have different levels of effectiveness depending on the purpose why a person is visiting a web page. An online experiment utilizing mock websites was conducted in Singapore. The results indicate that experiential "surfers" prefer marketer-controlled interactivity and a more visually complex layout, whereas goal-directed "seekers" like consumer-controlled interactive environment with simple visual design. |
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