RT Journal Article SR Electronic T1 The Relationship between Interactive Functions and Website Ranking JF Journal of Advertising Research JO J Advert Res FD WARC SP 369 OP 374 DO 10.1017/S0021849904040395 VO 44 IS 4 A1 Alan C. B. Tse A1 Chi-Fai Chan YR 2004 UL http://www.journalofadvertisingresearch.com/content/44/4/369.abstract AB 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.