An Experimental Study of the Effects of Promotional Techniques in Web-Based Commerce
نویسندگان
چکیده
The Web offers many tools a firm can explore to reap the benefits of this rich medium. Both practitioners and scholars are beginning to investigate ways to take full advantage of the techniques used in site promotion (Berthon et al., 1996; Ducoffe, 1996; Coyle & Thorson, 2001). These techniques may include the overall structure of the online retailing interface (Westland & Au, 1998), and such individual features as banners, animation, sound, video, interstitials, and pop-up ads (Rodgers & Thorson, 2000). Features like banner size, image maps, audio, and Website interactivity have been found to enhance site appeal (Li & Bukovac, 1999; ABSTRACT
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ورودعنوان ژورنال:
- JECO
دوره 2 شماره
صفحات -
تاریخ انتشار 2004