Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations
探讨营销在超媒体计算机中介环境中的作用，提出包含心流概念的消费者导航行为结构模型，并讨论研究问题与营销启示。
The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model.