본 연구는 언어의 공공성과 전문성에 대한 문제의식에서 기획되었다. 이를 위해 전문 영역인 유전자변형생물체[LMO] 관련 공공기관 홈페이지 를 비교 분석하여 공공언어 사용 실태를 파악하였다. 그 결과 다음과 같 은 시사점을 이끌어 낼 수 있었다. 장르적 측면에서 LMO 홈페이지들은 ‘안내문’의 특성을 보이며, 주제어를 홈페이지 화면 전면에 제시하여 공공 언어의 수용성과 접근성을 제고하였다. 다음으로 표기의 정확성 측면에 서 전문 용어 및 법령, 관련 규정, 약어(略語) 표기의 통일성과 일관성 확보가 필요하다는 것을 확인하였다. 소통성 측면에서는 LMO와 GMO의 개념 정의 및 설명 방식에 통일성과 일관성을 확보하여 전문 용어의 이 해도를 높일 것을 제안하였다. 또한 각 기관 홈페이지가 비교적 생산 목 적에 맞게 정보를 제공하고 있지만 기관 업무 특성에 따른 접근성과 편 의성 확보의 필요성을 강조하였다. 소통성을 강화하기 위해 관계기관 협 의에서 ‘공공언어적인 관점 반영’을 안건으로 선정할 것을 제언한다.

This study analyzed 214 sports knee braces found on Chinese websites between October 2022 and November 2022 to assess product type (impact protection material, fastening method, and protection method), material composition, size, weight, and main characteristics. The product type was further categorized according to (1) use of hard guard and soft guard protection method; (2) cover type, strap type, and slip-on type fastening method; and (3) pressure type and support type protection method. It also noted the physical shock protection materials used, including foam (EVA or polyurethane) attached to joints as a buffer material and plastic (TPU or PP) that protects the user’s knee from external impacts. The study found that the materials that primarily comprise sports knee braces are a combination of nylon, polyester, and neoprene. Additionally, it found that most sports knee braces available on the market are available in three sizes based on knee circumference: M (35–38cm), L (38–41cm), and XL (41–44cm), while some products are available in one size only. Furthermore, the majority of the 214 products studied weighed 200g, followed by 1,000g. Finally, in terms of product characteristics, many sports knee braces utilize ring-shaped silicone pads to distribute the load pressure on the knees or incorporate sturdy adhesive velcro to improve knee stability.

The present study embarks from a targeted literature review to operationalize classic models of cultural communication in the territory of official Greek tourism websites. The paper explores how cultural awareness is manifested in these spaces through their structure, content and design features vis-à-vis the needs and preferences of their users. Key trends are identified and their significance is examined. Through an exploratory qualitative research, the paper identifies the factors that affect user interfaces and argues that web possibilities are not adequately exploited to promote the Greek tourism product. Websites often do not sufficiently embed emerging technologies of the digital era to address increasingly sophisticated and technology-oriented publics. With this as the backdrop, a novel conceptualization of website evaluation is offered which can be tested empirically and evolved to support functions of cultural adjustment. A concrete structure exemplifies the model and helps illustrate the cultural awareness and sensitivity parameters involved in browsing websites that support the tourism industry. The paper concludes with diagnostic findings and improvement recommendations for destination and professional web spaces to be strategically adaptive to the increasing needs of their diverse audiences.

This paper presents comprehensive knowledge regarding dark patterns in OTA websites. The study further examines how hotels use dark pattern tactics as a marketing tool to influence consumers’ buying behavior in OTA websites by adopting stimulus-organism-response theory. The paper develops propositions and identifies potential moderators.

An increasing number of Internet users use hotel booking websites and online travel agencies to arrange trips and search for information related to their travels. This study investigates the impact of customer engagement on user perceptions of the quality and value of an online hotel-booking website, as well as whether such perceptions further influence user trust in online websites (eTrust) and result in behavioral intention of eLoyalty. The empirical results of structural equation modeling analysis of 400 questionnaire results collected in Taiwan reveal that customer engagement has a positive impact on perceived website quality (i.e., usability, ease of use, entertainment, and complementarity), which in turn influences perceived value. The results do not show a direct impact from customer engagement on perceived value. Finally, the results verify that eTrust mediates the relationship between consumers’ perceived website quality and behavioral intention of eLoyalty toward an online hotel-booking website; eTrust also mediates the relationship between consumers’ perceived value and behavioral intention of eLoyalty toward an online hotel-booking website. The findings provide both academic researchers and practitioners with a better understanding of customer engagement and facilitate development of more effective customer engagement strategies for online booking platforms.

Introduction In the context of online interactions, social media has becoming a crucial part of people‟s everyday lives, where they converge to exchange, debate, communicate and participate in any form of social interaction (Ryan & Jones, 2009). They post and share new content but also review and rate products/services and/or brands, share experiences and expertise and exchange opinions (Ryan & Jones, 2009). As a result, the growing popularity of social media, the competitors‟ presence on social networking sites and the cost reduction pressure derived from the financial crisis and consequent necessity to find cheaper solutions for brand promotion, motivated companies to use social media as part of their marketing and brand building activities (Tsimonis & Dimitriadis, 2014) and to create brand fan pages in different social networks such as Facebook, Instagram, Twitter, and YouTube, among others. Due to this attractiveness, social media is becoming the media channel of choice across the world (Dong-Hun, 2010). However, traditional media still plays an important role for both consumers and marketers, being a central component of brands‟ communication strategies. Yet, several questions still remain unanswered regarding social media effectiveness and influence on consumer engagement. In the current study we intend that we intend to contribute to fulfil the second. Thus, the objective of the current study is to explore how brands create and maintain online relationships with consumers through their Websites, Facebook and Instagram brand pages . Theoretical development The concept of engagement was originally employed in different fields of study including psychology, sociology and organizational behaviour. Now is attracting marketers‟ attention especially in the field of relationship marketing (e.g., Brodie et al., 2011; Hollebeek, 2011). Accordingly, two central concepts consumer engagement and online brand engagement need to be defined. First, consumer engagement, refers to the intensity of a person‟s participation and connection with company‟s offerings and activities that can be initiated by the consumer or the organization (Vivek, Beatty, & Morgan, 2012). Online brand engagement, on the other hand, can be defined as a consumer‟s cognitive and affective commitment to partake in an active relationship with a brand on a website or other computer-mediated platform designed to communicate brand value (Mollen & Wilson, 2010). Online brand engagement measures how much and how frequently users interact with a firm‟s page and its social media content. When consumers make the effort to like, favourite or comment a brand‟s post, they are vigorously engaging with that content. Engagement metrics display audience action, an important feature for social media health and growth (Dunham, 2014). As social media provides numerous ways for users to get involved with organizations (Waters, Burnett, Lamm, & Lucas, 2009), marketers must find rightful strategies to nurture relationships with the public. Dialogue has been one of the topics under research by several scholars. Including this two-way form of communication is crucial to “understand how organizations can build relationships that serve both organizational and public interests” (Kent & Taylor, 2002: 21), thus several studies use dialogic communication to investigate the influence of online strategies for relationship building (Loureiro & Gomes, 2016). Three crucial strategies have been used in numerous studies (Waters et al., 2009; Loureiro & Gomes, 2016; Men & Tsai, 2012) to build and maintain relationships online: disclosure or openness, information dissemination, and interactivity and involvement. First, disclosure or openness refers to the companies‟ willingness to be transparent in their online communication activities. Waters et al. (2009) suggest that companies must provide information such as company‟s full description, its history and mission. Organizations should use hyperlinks connected to their websites and use logos and visual cues to enhance brand recognition. Information dissemination concerns posting photos and videos, announcements about products, as well as answering questions to address stakeholders‟ needs, concerns and interests (Men & Tsai, 2012; Loureiro & Gomes, 2016). Posting links to external news content related to the company and its business and including press releases and campaign summaries can maximize the impact of a company‟s online presence (Waters et al., 2009). Finally, interactivity and involvement can be seen as the most important strategy, out of the three, since it is essential to foster relationships with the public and represents one of the main advantages of using different social media platforms (Haigh, 2014). This strategy is often analysed as a whole, with no distinction between the two terms (Men & Tsai, 2012; Loureiro & Gomes, 2016) however, interactivity can be analysed separately from involvement according to research done by Haigh (2014). Involvement regards connecting with consumers. Providing information such as organizational contacts, giving users the ability to stay in touch with the company is one way to involve them. Interactivity, on the other hand, is often defined as “the extent to which users can participate in modifying the form and content of the mediated environment in real time.” (Steuer, 1992: 84). When considering computer-mediated environments, Liu (2003) also studied interactivity, developing a scale to measure interactivity on websites. According to the study, interactivity should be defined as "the degree to which two or more communication parties can act on each other, on the communication medium, and on the messages and the degree to which such influences are synchronized” (Liu & Shrum, 2002: 54) and three dimensions should be included when discussing this topic: active control, two-way communication and synchronicity. Active control regards users‟ capacity to voluntarily participate and usefully influence communications. Two-way communication concerns the bifacial flow of information. Synchronicity evaluates the speed of the interaction. This led to the definition of interactive communication: “communication that offers individuals active control and allows them to communicate both reciprocally and synchronously” (Liu, 2003: 208). Finally, human-to-content interactivity refers to the ability to contribute to the organizational online content by commenting on organizational posts and to reply to other users‟ posts. (Loureiro & Gomes, 2016; Men & Tsai, 2012). Thus, considering the above-mentioned, the following research question is proposed: RQ1: What strategies are Portuguese companies incorporating to create and maintain relationships with publics on their Websites, Facebook and Instagram pages? Research design We conducted an exploratory content analysis to investigate online relationship cultivation strategies by Portuguese brands (RQ1). Following Loureiro and Gomes (2016), first we retrieve a list of the 50 most valuable Portuguese brands of 2016 provided by Brand Finance, “…the world’s leading independent branded business valuation…” (The Brand Finance Group, 2016). This list is made with regards to the brand value (USD $ millions) and the brand rating in the year under analysis, therefore raking the top 50 Portuguese brands. Afterwards, from this initial sample of 50 companies, brands are analysed in terms of their presence in social media by verifying if they have an official website and brand fan Pages on Facebook Instagram. After examining their social media presence, the sample included 47 companies with a website, 28 companies with a Facebook page and 19 with an Instagram account. Pages without information or not maintained by the organisation were not considered. Coding categories used in this analysis are adapted from previous research (Waters et al., 2009; Men & Tsai, 2012; Haigh, 2014; Loureiro & Gomes, 2016). The categories coded are the same for Website, Facebook and Instagram pages. Based on Waters et al.‟s (2009) method for coding online relationship cultivation strategies, the website and social media pages are examined to identify the presence of items representing organizations‟ strategies of disclosure, information dissemination and involvement. The units of analysis are the website corporate profile page on Facebook and Instagram page. We evaluate whether each strategy and item occurred, hence categories are coded with „yes‟ or „no‟ depending if the information was present (Haigh, 2014). On websites, the first step is to go to the homepage and see if the website provided a site map to easily find the items belonging to each strategy. When site maps are not available, each tab inside the website would be inspected to look for the information needed for each strategy. Since websites are more complex, with information spread across them instead of reunited in one single page as in Facebook and Instagram the following analyses were simpler. On Facebook the first page of each corporate profile is studied. This is the page that users see after signing in and where they have access to all the main elements, including the photo album and the message board. The details examined on each page are items that are readily observable (Men & Tsai, 2012). On Instagram, the analysis is similar to Facebook. Here, most of the page is visually-based (photos and videos) with the exception of to the brief description below the profile picture or logo (where usually companies also insert the URL to the Website). Thus, we look to photos‟ descriptions to get more insights about the content shared and the cultivation strategies implemented. Users‟ comments are also considered to evaluate, whether or not companies reply to them and initiate conversations with consumers. Intercoder reliability was tested using Perreault & Leigh‟s (1989) formula. Main results and conclusions Websites perform better in the first two strategies (disclosure and information dissemination) by frequently displaying a brief description about the business as well as brand history, logo and visual cues, news links and information about achievements and awards. However, in what concerns the last strategy, interactivity and involvement, websites lack interactive features that allow firms to engage with consumers such as commenting and sharing opportunity. Generally, actions to foment online participation are not implemented. This could be explained by the fact that Websites‟ main purpose is, according to Keller (2009), to express ambitions, history, products as well as the firms‟ vision therefore they act more as sources of information than as sources of interaction. However they still have to be attractive enough to encourage repeated visits (Keller, 2009). By contract, brand fan pages on Facebook and Instagram disclose and disseminate less information about firms and their activities (more evident on Instagram) and perform better in the interactivity and involvement strategy. In accordance with (Jahn & Kunz, 2012), brand fan pages main goal is to promote a communicative and interactive channel that creates a bond between the user and the brand, therefore it is expected that the main strategy used to nurture relationships on these social networks is the one that enables interaction and encourages involvement. Finally, comparing the three SNS‟s, Facebook seems to be the more consistent channel to combine and implement the three strategies altogether, since it displays a better overall performance. However, each social networking site has its own role, therefore companies should consider which network works best for each strategy and for each type of consumer and build an overall plan that maximizes the potential to connect with consumers, remembering that the image they build online should present an accurate representation of the brand and should align with other marketing efforts to present consistent messages to customers. Regarding consumer engagement, brands should focus on creating interesting and captivating content instead of posting too regularly just to have an active online presence. Posting more often does not necessarily lead to online brand engagement. Moreover, having more followers is not necessarily good on its own. Fans need to feel connected to the brand and its content and usually, smaller audiences are more engaged with brands. Therefore, brands should work on strategies that allow them to grow their audience while keeping the perks of interacting with smaller audiences. Also, audience growth rate is a helpful measure to evaluate performance on each network, identify which one is generating the highest rates and investigate how to gain more followers on all networks. Additionally, it may be useful in tracking specific campaigns‟ success.

We aim to determine the level of Image Interactivity Technology which can create an optimal engagement on the online consumer’s experience while surfing on hotel websites. Our model includes three personal traits as moderating variables and will be tested through a mixed approach (i.e. experiment, interview and questionnaire).

This research was conducted to examining the mainland Chinese tourists‟ behavior on and credibility perception of travel websites. According to the data collected from the online questionnaire survey, mainland Chinese tourists tend to share negative experiences on the web; and consider more on review information than on reviewers‟ information.

Customers rely primarily on peers’ restaurant reviews but also on pre-consumption ratings, provided by professional critics edited in legitimating institutions, such as dining guides. Few studies have analyzed the discourse of iconic guides describing the awarded restaurants. This study provides empirical data by examining the way culinary excellence is depicted in restaurants websites and the way dining guides report it in their own websites. The methodology of this research is a lexicometric analysis based on the exclusive club of three stars French Michelin restaurants. The results show that starred restaurants and guides websites do not approach culinary excellence the same way. The results firstly show that the restaurant websites do not emphasize on symbolic, aesthetic and hedonic values. Reversely, the Michelin guide does. Secondly they indicate that luxury products presence is exclusively anchored in the Gault Millau guide, far from the simple casual food that triggered their Nouvelle Cuisine approach. Thirdly, the chefs’ family anchoring is characteristic of the restaurants websites and their peers’ recognition of the restaurant websites and the Michelin guide. These results are discussed and recommendations for restaurant managers are formulated.

This study aimed to analyze the status of major countries’ online national language dissemination for overseas learners. This was done by the representative national organizations founded with governmental support. The study comparatively analyzed the dissemination status of the representative organizations of other countries and representative Korean organizations for Korean language education. The results of the comparative analysis of the major websites of the seven countries investigated in this study revealed the following characteristics. First, the websites were categorized into integrated single and divided dual websites according to their characteristics. Second, the language and cultural content varied depending on whether the websites provided information on offline education service or not. Third, there was a major difference in the number of service languages available on each website. Further, it was distinguished by its strength in providing a variety of specialized learning materials including self-learning modules, video clips, webtoons (internet-based comics), and study materials. However, it was also revealed that further improvements were required in promoting offline education programs and introducing the Test of Proficiency in Korean (TOPIK). This study is valuable because the analysis results suggest implications for improvements to be made to the website of the Korean language for better dissemination.

The aim of the present study is to propose a model to examine the relationships among social Website interactivity, brand experience, brand choice, and behavioral intentions in the context of online travel agencies brand websites, as well as to examine the ultimate moderating role of the age of the traveler in the dynamic of this model. Drawing on website interactivity and brand development theories, current research suggests that the inclusion of social website interactivity in the design of online travel agencies brand websites helps to directly and indirectly create a positive brand experience and to enhance the perception of online travel agencies brand websites as valuable. These perceptions may consequently impact the behavior of travelers to pay higher prices and to continue buying from the online travel agencies brand websites. However, while this existent research mostly considers the positive and causal relationships among the aforementioned constructs, there is also some indication that the perceptions of travelers in relation to the proposed relationships change with age, suggesting that older travelers (age above 25) may perceive distinctively the relationships among these constructs in the context of online travel agencies brand websites as compared to younger travelers (aged 18-25). The study attempts to analyze on this relevant and under-examined research topic. This research is mainly based on a sample of travelers who have used an online travel agencies brand websites in China. The empirical findings suggest that social website interactivity, brand experience, and brand choice are essential factors for travelers to be willing to pay higher prices and to continue buying. The empirical findings also suggest that the proposed theoretical framework is adequately adjusted, therefore confirming that the age of the traveler moderates the proposed relationships first between social website interactivity and brand choice, second between brand choice and price premium, third between brand choice and buying intention, and lastly between brand experience and buying intention. Overall, the theory-driven framework accomplishes an acceptable model fit. Additionally, theoretical and practical implications are discussed. Social Website Interactivity (SWI) construct is defined as the reciprocal communication between individuals and technology. Research shows that SWI exerts a positive impact on the user that eventually causes an e-loyal behavior (Cyr et al., 2010). Voorveld et al. (2009) conclude the design of a theoretical model that includes SWI and branding elements is required to brand Websites. The theory explains SWI as a branding tool and its influence on travelers’ perceptions and behaviors in the travel context. Given these findings, the authors of this study predict that OTA Websites that incorporate features of SWI may have a remarkable competence to build a brand online. Based on the given review, it is rational to expect that SWI might influence user perceptions of value and positive brand experience of the OTA branded website. A favorable experience is what reduces perceived risks when buying online and what influences users to revisit the website. Brand selection and brand experience (Morgan-Thomas & Veloutsou, 2013) are key elements to influence consumers’ behavior therefore must have a significant influence on behavioral intentions and willingness to pay premium prices. The current perception in social sciences and behavioral marketing is that age is a critical demographic variable that has direct and moderating role in the impact of interactivity and brand selection, brand selection and willingness to pay higher prices, brand selection and behavioral intentions, and online experience on behavioral intentions (Kirk et al., 2012).

Lots of companies and private persons struggle to attract attention to their products, services or artistic activity on the internet. The concept of ROI has been modified. It’ll not be profit understood by gain in cash, but rather popularity increase like growing fan base, more people devoted to a specific case, stronger impact on the Internet community. Academic literature focuses mainly on applying various online marketing techniques to help companies establish their online presence and increase visibility. There are studies that provide entrepreneurs and business owners with ideas on how to attract more visitors to their websites and improve their search engine ranking. However, there is still a gap in academic literature when it comes to promoting non- profit art websites. In-depth interviews with 7 participants were performed to analyze their impressions on the web comic. 119 Internet users participated in the survey designed to get insights on their perceptions of web comics in order to identify areas for improvement. On the basis of the research carried out on the topic of a website visibility, this paper provides an insight into the possible causes of the problems of web comic with visibility. They lay within three areas related to each other: The quality of content, the website and promotional activities.

Luxury consumption is intrinsically related to unusual expectations from the consumers, among which some are equally shared around the globe. For instance, Europeans, Americans and Asians claim that luxury products should be flawless and their producers (i.e. the luxury brands) should have some history and heritage (Wiedmann et al., 2007). What they put behind these two last notions can fluctuate, but they are systematically stressed out in studies, be they academic or applied, qualitative or quantitative. Therefore, it sounds fundamental for the luxury Maisons to communicate on their heritage and history (Wiedmann et al., 2012). While until the end of the XXth century brands could rely upon different message content and copy to do so, due to localized options of communication, the Internet has implied to complete revision of their approach. The Maisons’ websites, even if available in different languages, are unique platforms to showcase the brand’s history, ambience and offering to a worldwide audience. They should be able to reach consumers, both cognitively and emotionally, recreate the store atmosphere, while simultaneously stimulating some desire to discover new collections. They stand for an open-window on a boundary-free world, be it from the geographical or from the time point of view. However, as pointed out by academics and professionals from the very beginning, the road is paved with risks, especially in terms of brand image management (Geerts & Veg-Sala, 2012). This comes from the apparent non-compatibility between luxury and the online environment. However, such discrepancies have led to a complete redefinition of the luxury concept, with its new semiotics economy (Maman & Kourdoughli, 2014). Part of it is ‘heritage and history’, with little surprise. We can therefore raise the issue of a lack of academic research regarding how such Maisons communicate about their history (even if short) and heritage on their website, be it an institutional or a transactional one. The only studies we have found deal with the automotive sector (Wiedmann et al., 2011) or watch one (Baum, 2011), the second one being a Master’s thesis. It is the objective of the present study to fill in this gap, and to uncover the various ‘signs’ used by luxury brands to communicate their heritage and heritage to their worldwide audience. Besides, we wanted to understand whether different semiotic systems were used by French vs. Italian luxury brands, and whether other variables such as the place of origin or the ‘age’ of the Maison would lead to different signs. To reach this goal, we used a two-pronged approach. First we gathered data from 56 websites of fashion luxury brands, using an inductive approach of content analysis (Kim & Kuljis, 2007). A coding grid was thus built while data was collected, with a back and forth coding process. We also built upon the Gestalt principles to ‘judge’ whether the websites were more focused on 1) current fashion trends, 2) the brand itself or its designer(s), 3) the products offered, or 4) the past of the brand. A first researcher built the grid and filled it in, while a second one directly used the grid for coding. The two coding outcomes were confronted and discrepancies discussed until agreement was reached. Then, major trends and clusters were identified from the data, leading us to understand the various sign-systems used by the Maisons, using Peircian semiotics. We end-up our study with theoretical conclusions regarding the online communication of luxury fashion brands, and with practical recommendations for luxury brand managers.

Introduction In 2011, consumers spent $ 6.6 billion on certified fair-trade products, for a 12% increase worldwide (Thompson, 2012). Fair-trade is a social movement aiming to set fair prices for products, alleviate poverty, and assist producers and workers marginalized by the traditional economic model. Online stores have emerged as an effective marketing channel for fair trade products due to their ability to inform and reach a broad range of customers for very low cost. And this trend piques our interest in examining fair trade online stores. How do online fair trade retail stores rate in terms of usability? This is important because usability constitutes a key factor of online store quality. Usability refers to the perceived ease of navigating and/or making purchases through the retail website (Flavian et al., 2006). Previous studies find evidence that the richness of information related to products, culture, and artisans are criteria for success in fair-trade business (Lee & Littrell, 2005). Incorrect and/or low quality information undermine consumer interest in ethical products and subsequently, reduce credibility of fair trade retailers and their products (Carrigan & Attalla, 2001; Maignan & Ferrell, 2004). Usability is a way to ensure information is presented in a manner that will engender the trust of consumers. Trust is defined as the willingness of a consumer to be vulnerable to the actions of a retailer based on the expectation that the retailer will perform a particular action (cf. Mayer et al., 1995). Trust is known to be an antecedent in building relationships (Rotter, 1971). Fair trade retailers operating online stores must consider two types of trust. One type is customers’ trust toward fair trade retailers. To create such trust, fair trade retailers must convey that the marginal price differences between fair trade products and commercial products will be used to help producers (Castaldo et al, 2009), and must be transparent in communicating the operational processes underlying fair trade retailing. The other type of trust is related to the website and reflects skepticism about completing transactions online (Gefen & Straub, 2003). Compared to a brick-and-mortar store, online customer’s trust is critical since a customer’s perceived risk in purchasing goods online can be reduced by trust (Ha & Stoel, 2008; Pavlou, 2003). Lack of social presence for an online store impedes development of a customer’s trust toward the retailer (Gefen & Straub, 2003). Building upon the existing literature, we posit that a low level of usability, due to its role in developing online interactivity and engagement, will lead to lack of trust building, which is critical in promoting the sale of fair trade products. The purposes of this study are (1) to propose how usability, interactivity, and engagement can improve trust building, and (2) to provide empirical evidence of the lack of usability, interactivity, and engagement in current fair trade online stores. Website usability allowing consumer interactivity and engagement is an essential website attribute for formulating trust. Thus, the goal of this study is to provide suggestions for competitive e-retailing strategies for fair trade retailers based on results of a benchmarking study comparing websites of commercial and fair trade retailers. Literature Review Website Usability. Usability is created through the use of advanced website attributes that allow greater involvement of customers. Website usability not only influences consumer attitudes but also trust toward the website or company (Childers et al, 2001; Roy et al., 2001). Recently, scholars have suggested usability is related to engagement (Quesenbery, 2003). For instance, insufficient usability may be a factor in failing to engage consumers with the website; conversely, engagement can be sustained when attributes of usability meet user needs (O’Brien & Toms, 2008). Website usability may have a direct impact on enhancing interactivity. Interactivity. Interactivity refers to the extent to which users can participate in communication, user control, and entertainment (cf. McMillan & Hwang, 2002). Based on this notion, two types of interactivity within the e-commerce context are examined: (1) website interactivity concerns the website design and attributes enabling consumer interaction with the site to make decisions and personalize content (Merrilees & Fry, 2003), and (2) social interactivity promotes ‘consumer-to-consumer’ and ‘consumer-to-company’ communicative interactions within virtual social space provided by the retailer (Chan & Li, 2010; Nambisan & Watt, 2011). The outcomes of interactivity are two-fold. First, interactivity promotes customer engagement with brands (Ha & James, 1998). Consumers’ interaction with other consumers and the company (via social interactivity) and navigating and personalizing the website (via website-interactivity) create psychological engagement with the company. Second, interactivity entices consumers to acquire greater amounts of information from the website, which subsequently has a positive impact on trust towards the online retailer (Ballantine, 2005; Chen et al, 2005). Consistent with this view, Merrillees and Fry (2003) claim that the level of perceived interactivity is a predominant determinant in constructing trust in the online domain. Engagement. Consumer engagement behavior refers to the creation of an enduring and meaningful relationship between the company and the consumer (Doorn et al. 2010). Consumer engagement involves a highly interactive and experiential process. Highly engaged consumers integrate product knowledge and exchange information with other consumers (Borle et al. 2007). Engagement behaviors facilitate consumer trust towards products and the company (e.g. Pigg & Crank, 2004). Social engagement, the spontaneous information exchange among users, can justify one’s purchase decision. The consumer-generated content becomes a more trustworthy source of knowledge than the information promoted by the retailer (Chan et al., 2010). The relationship between interactivity and engagement is reciprocal. Consumers highly involved in engaging with others are likely to utilize more website attributes promoting interactivity. Method The data for this study were collected from 28 commercial apparel retailers and 22 fair trade apparel retailers based in the US. The 22 fair trade retailers consisted of 13 for-profits and 9 non-profits. The sample was selected based on previous studies (i.e., Lee, Geistfeld, & Stoel 2007; Halepete & Park, 2006; Park & Stoel, 2002), trade publications, and a Google search. A binary measurement instrument was employed to categorize website content as either ‘available’ or ‘not available’ on both the commercial and fair trade store websites. In order to minimize any bias occurring from subjective evaluation of website content, two graduate students separately coded the data, and compared coding sheets. Differences were discussed until agreement was reached. Frequency counts were used to describe the availability of website and social interactivity related content. Chi-square analysis was used to identify statistically significant differences between commercial and fair trade online retailers. Results To assess website interactivity, we examined six attributes that facilitated convenience for consumers in locating information or customizing website content. They included (1) search engine navigation, (2) picture enlargement, (3) matching item suggestion, (4) log-in to own personal account, (5) styling suggestions by other consumers, and (6) picture rotation function. Analysis (chi-square) confirmed significant differences in availabilities of search engine navigation, picture enlargement, matching item suggestion, and log-in to own personal account. Interestingly, only two commercial retailers and one fair trade company were equipped with a product or styling suggestion technology. The use of 360-degree view of products was not used by any of the sample companies [commercial retailers (n=0); fair trade retailers (n= 0)]. To assess social interactivity, we analyzed attributes that facilitate relationships. The attributes are categorized into the following dimensions: 1) social media utilization, 2) social commerce, and 3) customer engagement. We examined the following five attributes constituting social interactivity: 1) existence of social media sites including Facebook, Twitter, and YouTube, 2) consumer Facebook sharing, 3) link to other retailers’ websites, 4) online chatting, and 5) consumer review section. Analysis showed the differences between commercial and fair trade retailers were all statistically significant. Conclusion & Implications This study examined the differences between commercial and fair trade retailers to evaluate the current status of fair trade retailers in terms of interactivity and engagement in managing their websites. We identified attributes where fair trade retailers lagged and these could hinder trust development with consumers. We address three implications applicable to fair trade retailers, and more broadly, retailers selling ethical products. First, website interactivity attributes that provide effective ways to communicate product, store and fair trade information are critical when the concept of fair trade is still unknown to a large segment of consumers. The focus of fair trade retailers should remain not only in delivering creative and high quality products, but also well-managed websites that can attract, educate, and engage consumers via interesting cultural products (Lee & Littrell, 2006). In doing so, advanced website interactivity attributes that enhance the convenience of online shopping, increase ease of navigation, and ensure competent delivery of information should be incorporated in fair trade company websites. Second, the lack of use of social media by fair trade retailers is concerning. Word-of-mouth (WOM) communication is innate to social media, and encourages spontaneous communications among consumers. Utilizing various social media platforms is an efficient way to generate consumers’ voluntary exposure to fair trade products at a minimal cost. Encouraging customers to share WOM would be a natural path to increase engagement, and spread the concept of fair trade. Moreover, when a consumer spreads fair trade product information on his or her social media networks, the people who will be viewing the information have already established a relationship with him or her, and such messages are perceived to be more credible than information shared by the company or unknown strangers (Chu & Kim, 2011). In addition, virtual space inviting consumer feedback on the company website or social media sites can stimulate interactions with unknown consumers. The third person point of view by unknown consumers compared to fair trade retailers may be perceived to be unbiased, and consequently accepted as more trustworthy. Third, the concept of social commerce, referring to the practice of featuring links of other company websites on one’s own website, is critical to enhance the overall visibility and traffic to fair trade e-commerce sites. The unique feature distinct to fair trade retailers is their shared use of ‘certified fair trade’ labeling. While commercial apparel retailers promote their brand to generate corporate profits, the vision of fair trade retailers is to promote their products to bring social welfare. Thus, the union of fair trade retailers and collective initiatives can create synergy. Integrating the concept of social commerce with collective initiatives is one practical way to achieve this objective. Considering this common denominator across fair trade retailers, the use of fair trade labeling and links to other fair trade retailers on the website will support greater exposure to potential consumers and engagement with diverse fair trade retailers. Two major challenges fair trade retailers face are that: (1) their small size fails to generate economies of scale, and (2) due to the absence of national chains or organizations managing fair trade stores, brick-and-mortar fair trade stores are not evenly distributed geographically. Therefore, an interactive and engaging online presence for fair trade retailers is critical in resolving these limitations. It is a way to reach a large segment of consumers who do not reside around brick-and-mortar fair trade stores. We hope that interactivity and engagement will increase consumer exposure to fair trade retailers and ultimately increase fair trade sales.

This study analyzes the use of the personality metaphor in the official tourism websites developed by South American countries. The Big-Five human personality dimensions are used as a proxy to explore the intended personality projected by the countries. A multistage methodology using a combination of content analysis and correspondence analysis was used. Results reveal the existence of four main clusters based on the use of different personality traits to communicate the peculiarities of each country. However, an overall view of the results indicates that South American countries are not using in a substantial way the personality metaphor to create a strong positioning for the international tourists, and therefore the use of this new marketing tool is in its nascent stages.

This study assessed the Jeju Provincial Government's investment promotion Jeju Free International City (JFIC) website in comparison to Hong Kong’s best practicesubnational Investment Promotion Agency’s (IPA), InvestHK, and Prince EdwardIsland’s IPA, Invest PEI. The study assessed four website dimensions that are recommended for information dissemination to potential investors: information architecture, design, content, and promotional effective- ness. This study is basedon Theodore Moran’s promotional development work, and the Multilateral Invest-ment Guarantee Agency’s (MIGA) recent IPA performance study.The JFIC website exhibited a low overall website performance score of 44%, compared to PEI (68.8%) and InvestHK (90.2%). Jeju’s Content performance (16%)was far lower than the Invest PEI and InvestHK (28% and 47% respectively) IPA scores, and this is what provides investors crucial information such as the IPA’s purpose, core (location) information, and credible, sector specific infor- mation. The JFIC site results also show weak promotional effectiveness of the website in terms of IPA branding, contact information and being easily found in basic Internet searches. The results of this assessment are consistent with MIGA’s findings between best practice IPA’s and developing IPA websites (2006).Recommendations include that Jeju Special Self-governing Province (JSSP) revisethe JFIC website entirely, or remove it and provide its full support to enhance theJeju Development Center’s website. The same website evaluation could provide useful feedback to dramatically increase the effectiveness of the JDC website as well.A true ‘one stop shop’ to service investors would be the most effective solution.Finally, it is recommended that the Investment Climate Survey be undertaken to clearlyidentify what sector specific information can be promoted to investors on the website.The information for investors will then match Jeju’s impressive progress forwardin its development.

개인화된 제품과 서비스에 대한 소비자의 요구는 성공적인 전자상거래 플랫폼을 기반으로 하고 있다. 성공적인 전자상거래 플랫폼을 개발함에 있어 자주 간과되고 있는 중요한 요소는 바로 웹 페이지의 HTML 구조이다. HTML 구조는 전자상거래 웹사이트의 속도와 랭킹을 결정짓는 기본적인 요소이다. 본 논문은 HTML 구조를 분석하기 위한 효율적이고 다소 생소한 시각화 기법을 제안하는데, 이러한 기법을 사용하여 개발자는 잠재적인 프로그래밍 오류와 개선 사항을 발

The study surveyed care giver's perceptions of baby food and evaluated the quantitative and qualitative aspects of Korean websites related to the baby food for atopic dermatitis infants. Sources of care giver information about baby food were the internet (93%), clinics (57%), television (52%), oriental clinics (37%), and neighbors (6%). The five most commonly-used internet search engines (Daum, Google, Nate, Naver and Yahoo) were searched using the terms "atopic dermatitis", "weaning food" and "baby food". The searched websites included oriental medical clinics (38.8%), online merchant companies (13.4%), corporations (13.4%), medical clinics (11.9%), related associations (11.9%), public health centers (4.4%) and personal sites (4.4%). Website food and nutrition information included medical information about baby food for atopic dermatitis (92.6%), baby food for atopic dermatitis (67.6%), related community (58.8%), product information (32.4%) and baby food preparation for atopic dermatitis (23.5%). Qualitative evaluation was conducted based on the American Library Association website checklist; Website operator and information sources were provided for 62.7% and 38.8% of the websites, respectively. The purpose of a website was more explicitly stated in medical clinic sites than nonmedical sites. Only 24.2% of websites had a title that appropriately reflected the site's purpose. The majority (92.5%) of the sites were easy to read and understand. Information was judged to be sufficient in 65% of the medical sites and 74.1% of non-medical sites. A feedback menu and search function were enabled in 85.1% and 28.4% of the sites, respectively. The mean score for quality grade was 14.64 (range 9-19). In conclusion, in order to improve the information of baby food for atopic dermatitis infants in websites, accurate information by experts and continuing monitoring are highly required.