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政大典藏 > College of Commerce > Department of MIS > Proceedings > Item 140.119/112483

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/112483

Title:	Attracting consumers’ attention and interest in exploring: Does HCI strategy matter?
Authors:	管郁君 Huang, Eugenia Y. Lin, Sheng Wei Wu, Yu Han
Contributors:	資管系
Keywords:	Electronic commerce;Marketing;Consumer attention;Exploring interest;Interaction schemes;Intervention mode;Online advertising;Human computer interaction
Date:	2016
Issue Date:	2017-09-01 10:05:37 (UTC+8)
Abstract:	The aim of this study is to understand the best approaches for drawing consumers’ attention and triggering their interest in exploring marketers’ offerings. Human-computer interaction (HCI) strategies, which are widely adopted by online marketers, are categorized into two dimensions: intervention mode and interaction scheme. Intervention mode refers to the way that marketing messages intervene in the activities of online consumers, whereas interaction scheme refers to the communication acts required from consumers after the initial intervention. A within-subjects experiment is used in this study.
Relation:	Communications in Computer and Information Science, 617, 35-39
Data Type:	conference
DOI link:	http://dx.doi.org/10.1007/978-3-319-40548-3_6
DOI:	10.1007/978-3-319-40548-3_6
Appears in Collections:	[Department of MIS] Proceedings

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