|
|
|
|
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 |
|
