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    政大機構典藏 > 商學院 > 資訊管理學系 > 會議論文 >  Item 140.119/112483


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    題名: Attracting consumers’ attention and interest in exploring: Does HCI strategy matter?
    作者: 管郁君
    Huang, Eugenia Y.
    Lin, Sheng Wei
    Wu, Yu Han
    貢獻者: 資管系
    關鍵詞: Electronic commerce;Marketing;Consumer attention;Exploring interest;Interaction schemes;Intervention mode;Online advertising;Human computer interaction
    日期: 2016
    上傳時間: 2017-09-01 10:05:37 (UTC+8)
    摘要: 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.
    關聯: Communications in Computer and Information Science, 617, 35-39
    資料類型: conference
    DOI 連結: http://dx.doi.org/10.1007/978-3-319-40548-3_6
    DOI: 10.1007/978-3-319-40548-3_6
    顯示於類別:[資訊管理學系] 會議論文

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