Chapter 2: Website Interactivity and Amusement: Techniques and Effects

Yuan Gao
Ramapo College of New Jersey, USA

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Abstract

This chapter reviews recent studies in the use of Website presentation techniques for commercial Websites. In particular, it examines theoretical relationships between interactivity features and amusement techniques and their potential effects on enhanced visitor experience — more informative and entertaining Websites. Based on literature spanning research in traditional advertising media, Web advertising, user interface design, and human computer interaction, it proposes several theoretical relationships between the use of direct interactive techniques and perceived informativeness and entertainment, and between the use of amusement and humor features and perceived informativeness and entertainment. It suggests multiple future research directions and advocates further explorations that go beyond observational studies to uncover potential causal effects of certain hypermedia presentation techniques, and the combination thereof, on attitudinal and behavioral outcomes.