Determinants of Perceived Web Site Interactivity  

Oleh:

Ji, Hee Song ; Zinkhan, George M.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 72 no. 2 (Mar. 2008), page 99-113.
Topik: Interactivity; Perceived Interactivity; Telepresence Theory; Internet Shopping; Web Site Design

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.13 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Interactivity is a key feature of Web sites. This article identifies the determinants that enhance user perceptions of interactivity in a communication scenario in which consumers send instant messages to an e-store. Two conceptualizations of interactivity-telepresence theory and interactivity theory-predict that different antecedents (e.g., the number of clicks, response time, message type) are important. Furthermore, the findings suggest that the effects of message type on perceived interactivity and Web site effectiveness are greater when consumers are complaining than when they are inquiring about services. The result of Experiment 2 show that as the lebvel of message personalization increases, interactivity perceptions and site effectiveness are enhanced (linear relationship). The authors discuss the implications of the findings for theory and practice and provide directions for measuring and manipulationg interactivity in further research.

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