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中文摘要：
通过对5家企业案例的分析,从驱动因素、交互能力、交互策略和交互双方获得的利益等方面探讨网络交互技术的采用及其对企业与顾客交互的影响.研究表明：管理者支持是企业成功采用网络交互技术的关键因素;网络交互技术的采用提高了企业的交互能力,使企业与顾客的交互策略更加灵活,由此为交互双方都带来利益.
英文摘要：
The prevalence of online interactive technologies may improve the interaction between firms and consumers, but few firms have succeeded in doing so and theoretical analyses on the successful firms are needed. The study explores firm＇s adoption of online interactive technologies and its influence on firm - consumer interaction from the aspects of driven factor, interactive capability, interactive strategy, and firm＇ s and consumers benefit through case studies. The study finds that managers＇ support is a key factor for a firm to adopt an online interactive technology, and when adopted, an online interactive technology would improve a firm＇s interactive capability, provides the firm with more options to interact with customers, and thereafter benefits both the firm and its consumers.
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