Volume 2, Number 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

An official online publication of the Departments of Advertising at
Michigan State University and The University of Texas at Austin

©2002 Journal of Interactive Advertising