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Xinyue Yang and Qinjian Yuan

methods, tools, and strategies, trying hard to get in touch with their consumers effectively and present idealized images of themselves. The interactive performance of interactive tools has a positive effect on the perception of interaction and the improvement of the customer relationship. For example, interactive websites lead to customers’ higher favorability toward the websites and greater flow state intensity ( Sicilia, Ruiz, & Munuera, 2005 ). Common interactive tools and their features are summarized in Table 1 . By adopting and developing all kinds of