Hypermedia is multimedia. Structural features such as graphics, color, animation, video and audio that were studied in traditional media have also been found in the online environment (Rodgers & Thorson, 2000). Factors related to consumer behavior,attitude, and perceptions in the online environment have been gradually explored in the academic literature (Ducoffe, 1996; Chen & Wells, 1999; Eighmey, 1997; Koufaris, 2000; Coyle & Thorson, 2001). Perceived inforraa-tiveness and entertainment were critical perceptual antecedents to consumer assessment of the value of a commercial message (Ducoffe, 1996), and attitude toward the site (Ast) (Chen & Wells, 1999). Recent literature has started exploring the effects of interactive features on website appeal (Ghose & Dou, 1998), and that of e-store characteristics on e-store sales and traffic (Lohse & Spiller, 1998). Some experimental studies have also examined the effect of animation and image maps on perceived telepresence and consumer attitude (Coyle &Thorson, 2001), and that of the use of pop-up windows on consumer decision-making processes (Xia & Sadharshan, 2000). This paper examines the effects of two specific presentation attributes -- the use of product-related humor and interactive product demos -- on perceived informativeness and entertainment, as well as a visitor's overall attitude toward the site (Ast).
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