Year: 2006
Type: dissertation
Abstract: The realm of online shopping has become more challenging for designers with the advent of newer technologies that try to make shopping experiences more interactive.In order to stay ahead of the game many online stores have incorporated interactive features.What is not clearly known is whether making the websites more interactive has a positive effect on purchase intention.This study attempts to provide pertinent data for improving our understanding of the effects of interactivity on purchase intention.It has been noted that perception based measures of interactivity are better indicators of the actual degree of interactivity compared to feature-based measures.The concept of 'perceived interactivity' has been plagued with numerous definitions and has consequently been operationalized in a multitude of ways.This study uses the 18-item perceived interactivity scale developed by McMillan & Hwang (2002).This scale conceptualizes perceived interactivity as a three-dimensional construct.In order to contribute towards further understanding of interactivity and its effects, this study examines the effects of perceived interactivity on purchase intention and attitude towards website.Forty three subjects were exposed to nine websites in three product v categories, with varying levels of interactivity within a product category in a laboratory setting.Perceived interactivity, attitude towards website, attitude towards brand and purchase intention was measured after exposure to each website.Results showed that perceived interactivity, attitude towards website and attitude towards brand are all significant predictors of purchase intention.Further, perceived interactivity was positively related to attitude towards website.
Author: Karthik Reddy Changal
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2599524118