| dc.contributor | 資管系 | |
| dc.creator (作者) | 管郁君 | zh_TW |
| dc.creator (作者) | Huang, Eugenia Y. | en_US |
| dc.creator (作者) | Lin, Sheng Wei | en_US |
| dc.creator (作者) | Wu, Yu Han | en_US |
| dc.date (日期) | 2016 | |
| dc.date.accessioned | 1-Sep-2017 10:05:37 (UTC+8) | - |
| dc.date.available | 1-Sep-2017 10:05:37 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Sep-2017 10:05:37 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/112483 | - |
| dc.description.abstract (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. | |
| dc.format.extent | 65546766 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Communications in Computer and Information Science, 617, 35-39 | en_US |
| dc.subject (關鍵詞) | Electronic commerce; Marketing; Consumer attention; Exploring interest; Interaction schemes; Intervention mode; Online advertising; Human computer interaction | |
| dc.title (題名) | Attracting consumers’ attention and interest in exploring: Does HCI strategy matter? | en_US |
| dc.type (資料類型) | conference | |
| dc.identifier.doi (DOI) | 10.1007/978-3-319-40548-3_6 | |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1007/978-3-319-40548-3_6 | |
