Conclusion

In summary, this chapter reviews the current state of research in the area of Website presentation attributes in general, and interactivity and amusement features in particular. It proposes a set of theoretical relationships between the effective use of such hypermedia features and their potential outcomes in terms of perceived entertainment and informativeness by the visitor. It advocates a research paradigm that goes beyond mere observational research and user profiling, and suggests potential future research directions in the area.

Doing business online is still in its infancy. It is necessary to take a rigorous and scientific look at the various components that go into this environment, in order to help electronic business to develop in a structured, efficient, and effective way (Koufaris et al., 2001). Research in both marketing and human computer interaction has begun to explore the effects of presentation and design attributes on consumer perceptions and attitude, which in turn may impact the bottom line of firms who conduct electronic business. The line of research seeking to understand ways to maximize the effectiveness of the e-business environment is promising.