Attracting consumers’ attention and interest in exploring: Does HCI strategy matter?

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.