摘要：When consumers navigate Web sites, they are said to generate a clickstream, i.e., engage in clicking from Web page to Web page. With respect to these clickstreams, hypertext, schema, and mapping theories provide a conceptual framework for their construction. To examine these perspectives, an interpretive study of 60 Internet consumers was conducted which revealed that they map very specific ideas of what they expect to encounter in interacting with various Web sites. In this regard, the results of this study suggest that the effective use of mapping, text and hypertext in generating a good navigational experience is an important way to help advertisers build a consumer Internet brand.
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