Marketing in the Era of Long-Tail Media
研究以法国某制造商网站为例，发现满意的网站体验能提升回访、推荐意愿，进而改善品牌态度和购买意向，且对订阅邮件或杂志的消费者效果更强。
The internet offers both growth and loyalty opportunities for brands. To this end, in recent years, companies have accelerated the development of their websites, including richer and more interactive content as well as relationship tools such as email newsletter and consumer magazines. Using the example of a leading French manufacturer's website, the present research demonstrates that visitors satisfied with their overall website experience are more inclined to revisit and recommend the site and in turn develop more positive attitudes toward the brand as well as higher purchase intent. These relations are stronger for consumers that are members of the website email newsletter program and those that receive the brand consumer magazine.