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HOW WEBSITE INTERACTIVITY AND SYMMETRY AFFECT WEBSITE TRAFFIC IN THE FASHION INDUSTRY
Ana M. Preciado,Kacy K. Kim 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
The current research tests how a functional and an aesthetic component of apparel websites—interactivity and homepage symmetry—jointly affect the amount of time web visitors spend on the website and the number of page views they undertook within the website. The findings show that when websites are interactive, asymmetric interfaces yield a higher number of daily page views and time spent on websites than symmetric interfaces, but when websites are non-interactive, symmetric interfaces yield a higher number of daily page views and time spent on websites than symmetric interfaces. The implications for fashion marketers are discussed.