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The Relationship between Interactive Functions and Website Ranking

Published online by Cambridge University Press:  15 April 2005

ALAN C. B. TSE  and
CHI-FAI CHAN
ALAN C. B. TSE
Affiliation:
The Chinese University of Hong Kong, b102725@mailserv.cuhk.edu.hk
CHI-FAI CHAN
Affiliation:
The Chinese University of Hong Kong, cfchan@baf.msmail.cuhk.edu.hk
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Abstract

This study looks into different types of interactive functions, and the associative relationship between these interactive functions and website ranking. Six types of interactive functions are identified, and four of them are found to be significant in affecting website ranking. The four important types of interactive functions are Online Two-way Communication, Customization, Content Variety, and Interactive Job Search.

Type
INSIGHTS INTO ONLINE MARKETING EFFECTIVENESS
Information
Journal of Advertising Research , Volume 44 , Issue 4 , December 2004 , pp. 369 - 374
Copyright
© Copyright © 1960-2004, The ARF

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