Web Systems Design and Online Consumer Behavior [Electronic resources] نسخه متنی

Introduction

As the World Wide Web has grown in recent years, Web advertising has grown as well and
researchers have increasingly investigated the interactivity of Web advertising. Interactivity of
Web advertising is currently a central focus of Web advertising researchers.

This chapter introduces the concept of interactivity of Web advertising and investigates how
consumers actually think about the interactivity of Web advertising. An empirical study presented
in this chapter employs qualitative research methods in order to acquire deep understanding about
how consumers think about and deal with the interactive aspects of Web advertising in their
everyday lives. Additional comments and suggestions for future research are also presented.