The Relationship between Interactive Functions and Website Ranking
Alan C. B. TseThe Chinese University of Hong Kong
Chi-Fai ChanThe Chinese University of Hong Kong
INTRODUCTION
The increasing popularity of the internet is an irreversible trend. Marketers and their firms have no alternative but rush to explore the internet advantages (Peterson, Balasubramanian, and Bronnenberg, 1997). To establish one's place in the increasingly competitive online marketplace, the ability of firms to build effective marketing websites becomes a prerequisite for survival in the world of internet marketing. Although a few academic studies have explored the characteristics of effective marketing websites (see,...