教師資料查詢 | 類別: 期刊論文 | 教師: 方郁惠 Yu-hui Fang (瀏覽個人網頁)

標題:Does online interactivity matter? Exploring the role of interactivity strategies in consumer decision making
學年101
學期1
出版(發表)日期2012/09/01
作品名稱Does online interactivity matter? Exploring the role of interactivity strategies in consumer decision making
作品名稱(其他語言)
著者Fang, Yu-Hui
單位淡江大學會計學系
出版者Kidlington: Pergamon
著錄名稱、卷期、頁數Computers in Human Behavior 28(5), pp.1790–1804
摘要Given that the Internet does not afford an opportunity to inspect products before purchase, some customers hesitate to shop online. Online interactivity can supplement online decision-making with added product information. Based on the theories of impression management and deception, this study focuses on sellers’ online interactivity strategies (SOIS) and aims to explore the role of SOIS played in online purchase decision-making process. According to the stimulus–organism–response (S–O–R) paradigm, this study aims to understand how each component of SOIS affects transaction intention through consumer perceptions (perceived deception and perceived diagnosticity) and how this affect is moderated by product types (search goods and experience goods) in online marketplaces. Data collected from 475 respondents support most of our hypotheses. Product type positively moderates only the link between image creation and perceived deception. Implications for theory and practice are also discussed.
關鍵字Impression management; Perceived deception; Perceived diagnosticity; Stimulus–organism–response (S–O–R) paradigm; Theory of deception; Transaction intention
語言英文
ISSN0747-5632
期刊性質國外
收錄於SSCI;
產學合作
通訊作者Fang, Yu-Hui
審稿制度
國別英國
公開徵稿
出版型式,紙本
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