Introduction

Structural features such as text size, font, graphics, color, animation, video, and audio have been widely explored in the studies of the use of traditional media. Similar uses of such features have also been found in the online environment (Rodgers & Thorson, 2000). Factors related to consumer behavior, attitude, and perceptions related to Websites have begun to be examined in the academic literature (Chen & Wells, 1999; Coyle & Thorson, 2001; Ducoffe, 1996; Eighmey, 1997; Koufaris, Kambil & Labarbera, 2001). Recent literature has started exploring the effects of interactive features on Website appeal (Ghose & Dou, 1998), and that of e-store characteristics on e-store sales and traffic (Lohse & Spiller, 1998). Some experimental studies have also examined the effect of animation and image maps on perceived telepresence and consumer attitude (Coyle & Thorson, 2001), and that of the use of pop-up windows on consumer decision-making processes (Xia & Sadharshan, 2000). This chapter reviews the current literature on the use of interactive features for providing a more realistic experience, examines the potential use of humor for enhanced entertainment value of a Website, and proposes several theoretical relationships on the use of interactivity and amusement techniques in commercial Websites. This chapter also discusses the theoretical and practical implications, as well as future research opportunities on the use of related techniques in Websites, Web advertising, and user interface design.



Computing Information Technology. The Human Side
Computing Information Technology: The Human Side
ISBN: 1931777527
EAN: 2147483647
Year: 2003
Pages: 186

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