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The role of interactivity in e-tailing: Creating value and increasing satisfaction
- Authors
- Yoo, Weon-Sang; Lee, Yunjung; Park, JungKun
- Issue Date
- Mar-2010
- Publisher
- Pergamon Press Ltd.
- Keywords
- Interactivity; Online retailing; Satisfaction; Utilitarian and hedonic values
- Citation
- Journal of Retailing and Consumer Services, v.17, no.2, pp 89 - 96
- Pages
- 8
- Indexed
- SCOPUS
- Journal Title
- Journal of Retailing and Consumer Services
- Volume
- 17
- Number
- 2
- Start Page
- 89
- End Page
- 96
- ISSN
- 0969-6989
- Abstract
- The purpose of this study is to examine the relationships between three dimensions of interactivity (controllability, synchronicity, and bi-directionality) and consumers' perceived value composed of utilitarian and hedonic values on e-shopping, finally determining the level of overall satisfaction on using interactivity features in e-tailing service. A total of 451 respondents participated and the usable sample size was 427 after the screening process. The results indicate that bi-directionality is a key interactivity feature for consumers' hedonic value creation in e-tailing service settings while synchronicity is a key for utilitarian value.
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Related Researcher
- Park, Jung Kun
- SCHOOL OF BUSINESS (SCHOOL OF BUSINESS ADMINISTRATION)