...H. Joseph Wen; Houn‐Gee Chen; Hsin‐Ginn Hwang The rapid adoption of the Web as a commercial medium has caused firms to experiment with innovative ways of doing business. Those firms that effectively market themselves on the Web have a distinct advantage. This paper presents two e‐commerce Web site...

... is interaction, which some pages offer. The more interactive a page is, the more fascinated the visitor will be. Apart from interactivity, experienced events marketers can get excellent knowledge about their customers’ preferences. An example might be the new BMW Web site at http://www.bmwusa.com , where...