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Online Learning News and Research
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Sunday, January 23, 2005
Effects of Perceived Interactivity on Web Site Preference and Memory - Hwiman Chung and Xinshu Zhao, Journal of Computer-Mediated Communication
The main purpose of this study is to explore theoretically and empirically the effects of consumers' different surfing behaviors in terms of advertising effectiveness in the new media context. This study attempts to answer two primary questions: (1) What effect does interactivity have on attitude and memory? (2) What is the role of individual motivation on clicking behavior on the Web site?
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