A Review of the Interactivity Research
Website is an important interactive marketing tool, and the interactivity of website is a hot topic in marketing researching. This paper attempts to provide a rough picture of the interactivity of website research in academic circle. To achieve this, it reviews the definition, studying methodology and results of two interactivity research streams, then the moderators of interactivity which were brought forward by some scholars. Finally, it presents the future research direction.
Actual Interactivity Perceived Interactivity Effectiveness of Website
LI Guangming
School of Business Administration, Huaqiao University of China, 362021
国际会议
天津
英文
92-96
2009-12-12（万方平台首次上网日期，不代表论文的发表时间）