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 en
ISSN 0747-5632
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 是
國別 GBR
公開徵稿
出版型式 ,紙本
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