Vol 2 No 2 Spring 2002

Understanding Click and Mortar E-Commerce Approaches: A Conceptual Framework and Research Agenda
Charles Steinfield
Longevity of Websites and Interactive Advertising Communication
Sally J. McMillan
The Interactive Advertising Model Tested: The Role of Motives in Ad Processing
Shelly Rodgers
Uses and Gratifications Theory and E-Consumer Behaviors: A Structural Equation Modeling Study
Xueming Luo
How Consumers Generate Clickstreams through Web Sites: An Empirical Investigation of Hypertext, Schema and Mapping Theoretical Explanations
James R. Coyle and Stephen J. Gould
The Use of Banner Advertisements with Pull-Down Menus: A Copy Testing Approach
Mark Brown