haku: @indexterm interaction / yhteensä: 78
viite: 14 / 78
| Tekijä: | Stanaland, A.J.S. Tan, J. |
| Otsikko: | The impact of surfer/seeker mode on the effectiveness of website characteristics |
| Lehti: | International Journal of Advertising
2010 : VOL. 29:4 p. 569-595 |
| Asiasana: | interaction internet control Singapore |
| Vapaa asiasana: | web pages |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA