TY - JOUR T1 - The Relationship between Interactive Functions and Website Ranking JF - Journal of Advertising Research JO - J Advert Res SP - 369 LP - 374 DO - 10.1017/S0021849904040395 VL - 44 IS - 4 AU - Alan C. B. Tse AU - Chi-Fai Chan Y1 - 2004/12/01 UR - http://www.journalofadvertisingresearch.com/content/44/4/369.abstract N2 - This study looks into different types of interactive functions, and the associative relationship between these interactive functions and website ranking. Six types of interactive functions are identified, and four of them are found to be significant in affecting website ranking. The four important types of interactive functions are Online Two-way Communication, Customization, Content Variety, and Interactive Job Search. ER -