在线零售服务中的感知交互性:从特征出发

2007 IEEE International Conference on Service Operations and Logistics, and Informatics Pub Date : 2007-11-19 DOI:10.1109/SOLI.2007.4383886

Mijung Park, Jungkun Park

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引用次数: 0

摘要

随着在线业务的不断发展，交互性在电子商务服务领域变得至关重要。本研究的目的是在电子商务的背景下，根据网站的交互性水平来研究网站功能的相对定位。研究结果表明，网络营销人员需要根据目标消费者的需求、产品属性和他们的营销策略，在他们的网站上战略性地强调某些网站功能。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Perceived Interactivity in Online Retail Services: Approach from the Features

As online business continues to grow, interactivity becomes essential in E-commerce service area. The objective of this study is to examine the relative positioning of website features based on their level of interactivity in the context of e-commerce. The findings suggest that online marketers need to put strategic emphasis on certain website features in their websites based on targeted consumers' needs, product attributes, and their marketing strategies.

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来源期刊

2007 IEEE International Conference on Service Operations and Logistics, and Informatics

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