A Review of the Interactivity Research
نویسنده
چکیده
Website is an important interactive marketing tool, and the interactivity of website is a hot topic in marketing researching. This paper attempts to provide a rough picture of the interactivity of website research in academic circle. To achieve this, it reviews the definition, studying methodology and results of two interactivity research streams, then the moderators of interactivity which were brought forward by some scholars. Finally, it presents the future research direction.
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تاریخ انتشار 2010