search query: @indexterm interaction / total: 78
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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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