haku: @author Dou, W. / yhteensä: 6
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| Tekijä: | Ghose, S. Dou, W. |
| Otsikko: | Interactive functions and their impacts on the appeal of Internet presence sites |
| Lehti: | Journal of Advertising Research
1998 : APR, VOL. 38:2, p. 29-44 |
| Asiasana: | ADVERTISING INTERNET ECONOMICS |
| Kieli: | eng |
| Tiivistelmä: | Internet Presence Sites (IPS) are becoming important mechanisms for marketing communication. Therefore it is vital to understand what affects the attractiveness of a firm's IPS. This research focuses on the multidimensional factor of interactivity. The authors use statistical models such as Logit to evaluate the effects of interactivity on IPS appeal. The authors find that the greater the degree of interactivity, the more likely it is for the IPS to be considered as a top site. |
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